Business Elite and the FT Danny Aldred Head of Western Europe - - PowerPoint PPT Presentation

Business Elite and the FT

Danny Aldred Head of Western Europe Advertising Sales Enzo Diliberto Head of Insight, Europe & Asia

Welcome and Thank you!

The world is changing

1/3

Business is changing

89% market share

As publishers we need to…..

• Adapt

20% of new subscriptions 50% of digital traffic

First publisher to develop an App outside of iTunes…

A short video from our Managing Editor of FT.com

As publishers we need to…..

• Adapt
• Grow our audience

More paying subscribers than ever before!

625,000 to be exact

As publishers we need to…..

• Adapt
• Grow our audience
• Find new routes to market for our content

One of the first international publishers with a Flipboard presence…..

As publishers we need to…..

• Adapt
• Growing our audience
• Find new routes to market for our content
• Prove the effectiveness of our advertising proposition

The launch of Financial Times Smart Match?

A new Financial Times service that can match advertiser’s content with relevant news stories on FT.com in real time using semantic profiling technology

As publishers we need to…..

• Adapt
• Growing our audience
• Find new routes to market for our content
• Prove the effectiveness of our advertising proposition
• Understand our global users

ADGA

Average Daily Global Audience A chemical substance used to develop live cultures in laboratories? The second smallest bone in the human skeleton located in the ear? A flightless bird native to Papua New Guinea? The local name for the secret police in Estonia during the first part of the 20th Century? The FT’s newest audience metric?

Average Daily Global Audience

What is ADGA?

• The model measures the full health of the FT

brand in a multi-platform media environment

• It measures the number of people globally who,
• n an average day, read FT content in print and

digital

• It has been audited and assured by PWC

Why is it important?

• Allows a better understanding of our

international audience in a multi-platform environment as one whole audience

• It is a focus on the number of “eye balls” who

would see an Ad rather than the number of times an Ad is printed (ABC)

The numbers…

ADGA May 2013

ADGA developments for 2014

• Regular ADGA releases with 12 month rolling data.
• Demographics to be included in 2014 data so it can be used as a

planning tool.

• Other media owners are following suit with the Times (UK), Daily

Mail (UK) and other publishers adopting the ADGA model.

BE Europe 2013

Still relevant and highly effective for the FT

Longest running international survey (since 1973) A truly multi media survey (print, TV, desktop, smartphone, tablet) enabling media owners to demonstrate Total Brand Reach Large sample (7k+) Annual (tracking shifts more closely)

Why you should trust this survey

Survey tracks Smartphone & Tablet usage by media owner More social media brands now tracked on survey

A senior audience you cannot ignore…

435,000 senior business executives

…BE:Europe respondents control vasts amount of budget

€3.6 trillion

UP 9% SINCE 2011

Media consumption remains high amongst the Business Elite

40 50 60 70 80 90 100 2008 2009 2010 2011 2012 2013 % Print TV Desktop/Laptop Smartphone Tablet

Newspapers are still seen as the most reliable source of business news

38.5% 34.1% 14.9% 13.4% 6.1% Newspapers Internet Magazines TV Radio BE:Europe 2013

FT newspaper reader FT.com monthly user FT monthly smartphone user FT monthly Tablet user 2+ FT media channels

Salary

€261,907 €221,210 €232,650 €264,962 €245,302

Net worth:

€1,668,789 €1,208,026 €1,224,061 €1,379,100 €1,388,780

C-Suite:

65% 58% 62% 69% 62%

• Exp. budget:

€14,094,117 €11,777,770 €11,859,395 €15,823,667 €9,855,543

International decision maker:

71% 68% 71% 74% 71%

11+ bus trips in past 12 months:

28% 25% 28% 29% 28%

Own a watch worth €7,500+

12% 7% 9% 9% 9%

FT Total Audience profile- very similar across all platforms

The FT now reaches more BE respondents than ever across Europe!

FT Total Audience

FT Total Audience: 103,330 readers (24% coverage)

Newspaper PC/Desktop Tablet Smartphone

2+ FT media channels 50,449 readers

(49% of FT audience)

5.6 6.4 6.9 7.9 9.1 6.3 11.3 10.9 11.0 11.9 14.7 12.9 15.8 17.7 19.2 23.3 5.5 7 7.6 8.4 8.7 9 9.3 10.7 11.7 13 13 13.6 17.1 18.2 19.4 23.7

CNBC Forbes Bloomberg Businessweek The Wall Street Journal Euronews IHT/NYTimes Bloomberg TV National Geographic TV Time Harvard Business Review CNN BBC World News (excl. UK) Nat Geo (PRINT) The Economist Sky News Financial Times

2013 2012 % coverage

Total Brand reach of main competitors

Most Important Business Read

133% The FT is still considered the most important business read and is considerably ahead of the next international print title (AND UP 3% SINCE 2012)

Most Important Business Read – As seen by readers of other media

• rganisations

The FT strategy is working- reach is growing across key audiences year on year

C-SUITES HIGH INCOME €750K+

FT’s growing reporting suite

The FT can help you understand the effectiveness of your digital campaign

Clicks “are only the tip of the iceberg”

Immediate response (Clicks)

The Environment the Ad sits The Audience who see the Ad The effect the Ad has on the brand perception The full conversion total of an audience who saw the Ad (The Consumer Conversion Journey)

4 other important digital measurements

What do clickers look like? ‘Not all ‘clicks’ are equal’

‘Heavy’ clickers

Internet users between the ages of 25-44 Households with an income under US$40,000 They are more likely to visit auctions, gambling and Job sites Spend 4x more time online but spend

• nly 2x as much as non-clickers

FT.com ‘Heavy’ clickers

Average Age: 42; 40% above 44 Average gross annual income: £81,000 (US$121,500) Spend more time and money online: 9hrs a week online – 3x longer than average Spend £1,548 on online personal purchases in past year – +19% more than average

You must consider the advertising ‘Environment’

• Q14b. And how strongly do you agree or disagree that the following descriptions apply to <SITE>

Quality content sites are seen to be more authoritative, trustworthy, relevant and reliable

• Q14c. And how strongly do you agree or disagree that the following statements apply to <SITE>.

The site environment has a direct positive impact on the perception of the advertising

We should not underestimate the ‘value’ of our audience- the advertising environment is more important than ever!

We should not underestimate the ‘value’ of our audience- the advertising environment is more important than ever!

You should consider the audience who see the advertising

Case Study: Cartier 2012 campaign – FT Homepage & FT Lex page

FT Lex page FT Homepage

Cartier Ad Impressions served: Who was exposed/saw the Cartier Ads?

A greater proportion (% profile) of Owner/Partners, Senior Managers/Dept. Heads and Consultants were served the Ads on the FT Lex than the FT homepage A greater proportion (% profile) of Broker/Trader, MBA students and Business School Academics were served the Ads on the FT homepage than FT Lex 1.1 million impressions 7.3 million impressions

FT Lex page FT Homepage

Cartier Clicks: Who directly went to cartier.com via the Ad?

Case Study: Cartier 2012 campaign – FT Homepage & FT Lex page

Overall Cartier Lex CTR: 0.29% A greater proportion (% profile) of clicks came from Owners/Partners, Managerial/Supervisors and Broker/Traders on the FT Lex than the FT homepage

Also consider the effect the advertising has on brand perception

Vizu Online brand Metric- we can prove that readers that see your

advertsing have a higher engagement score than those that do not!

If users are not exposed to your online advertising, we know they are less engaged with your brand If users are exposed to your online advertising, we know they are 15%+ more likely to be engaged with your brand

Conversion tracking- don’t just rely on ‘last click’

Elizabeth Gage Case Study: Audience Science methodology

A tag will be placed on a user when they view an Elizabeth Gage Ad on FT.com and will identify a conversion when a user reaches elizabeth-gage.com If a client is basing the success of their advertising campaign on direct response, a better metric to measure would be the TOTAL number of users who have seen the Ads who ultimately visit the advertisers’ website

24.9% 75.1%

Elizabeth Gage Case Study: Overall Campaign Results

• 4,918 FT.com users ended up on the

elizabeth-gage.com website during their campaign.

• Of these, 24.9% were from ‘last click’.
• A further 75.1% were exposed to

Elizabeth Gage advertising on FT.com and eventually ended up on their website- that’s over 3 times as many as ‘last click’.

• Look beyond ‘last click’ to measure

success of a digital campaign.

Advertiser case studies

Insight Objective Solution Using the Ontology technical capabilities of Smartmatch we “read” all of IBM’s content and assigned it a relevancy score based on the relationship of the words used. We then applied the same process to the FT’s editorial articles. Each time an article was served the relevancy score was matched with a piece of IBM content. This content was then displayed in an IBM MPU alongside the FT article ensuring that both context and environment were right for this IBM message. IBM’s objective was to reach global decision makers with their thought leadership content around Smarter Planet. To ensure that their content was seen in the right environment in the right context.

IBM Smartmatch Case Study

IBM – case study – with their semantic profiles*

• categories. They can be many

Results: 10 times increase in CTR compared to rich media standard adverts on FT.com

Insight Objective Solution

Fujitsu needed to ensure that they attracted the right audience, keeping them engaged within the ad feature Due to this, any project had to be carefully targeted and the distinct themes identified by the client presented concisely and clearly to the audience wherever they are A complete redesign of their previous ad feature meant Fujitsu’s new solution enabled content to be accessed and engaged with by the target audience at their convenience A tile based interface enabled the audience to quickly identify the newest or most relevant material Following the conclusion of their previous ad feature, concentrating specifically on cloud computing, Fujitsu wanted to build on their existing relationship with the FT The client had a new focus, with five different key topics that they felt were vital to the changing landscape of ICT

Fujitsu Case Study

A solution that works across all devices...

Cloud Computing was the first ad feature that allowed users to truly interact with the content across all digital platforms The design of the ad feature ensured that the content seamlessly orientated itself to fit a particular device or screen regardless of platform

Results

Reshaping-ICT has received outstanding levels

• f traffic with the target dwell time being

substantially exceeded A large number of users on the microsite were at a C-suite level, demonstrating the appeal of relevant information to this elusive audience segment The average CTR for this campaign surpassed the FT.com average, reinforcing the benefits of contextually relevant advertising

Cool stuff!!

More cool stuff!!

Even more cool stuff!!

Summary

• Big data is the current big shift in our industry – the FT has

more paying subscribers than ever before

• The business elite value more than ever trusted sources of

information – the FT is still the leading source of information for the BE audience

• The FT still reaches more of the worlds most powerful and

wealthy business people across Europe.

Grazie Mille!