Dynamic Creative Strategy

The Challenge

To maximise engagement and drive subscriptions of their online service, the Financial Times wanted us to use DV360 and CM to establish the optimal theme of the FT’s offering for each of their key audience groups – ‘professional readers’, ‘objective deep divers’ and ‘opinionated newshound’ – in over 150 countries.

The FT offers a unique challenge when it comes to creative messaging, as to maintain relevance it needs to keep up with an ever-changing news cycle. We therefore not only needed a solution that could tailor creatives to key audience groups, but that could also be easily updated.

How we helped

A dynamic creative feed was proposed to generate relevant creatives in an ever-changing news cycle. The creatives themselves were then developed around the core product areas of the FT: political, geographic Brexit coverage, financial and British domestic and social politics.

Audience profiles were further split out to offer even more detailed insights. To maximise bidding performance, and prevent a complex account structure, dynamic targeting keys in Campaign Manager allowed creatives to be automatically tailored to the audience that was being served the ad.

Weighting of the creatives was optimised to favour those with higher engagement, becoming increasingly personalised to the audience as the campaign progressed and more data was gathered.