FT Advertising

Target with FT.com

• ROS: Advertise where you want. With Run of Site (ROS) or section targeting, you can choose which country or region in the world you'd like your campaign served to and the part of the site on which you'd like it to appear. This gives you everything from volume and wide reach, right through to specific content targeting.

• By Demographic: Reach who you want. With FT.com's unique registration and subscription model, you can deliver your campaigns to specific people. Using our demographic information and choosing targeting options such as Area of Responsibility, Company Size, User Industry and Business Position, you'll get your message to a closely-targeted audience.

• By Behaviour: Target your audience by what they do on FT.com. For example, if your campaign is aimed at people who are frequent business travellers, we can deliver an audience segment of users who have recently travelled between chosen destinations. We can also add users who have visited FT.com's Travel section.

  This form of targeting goes beyond section and demographic targeting. It allows you to pinpoint those users whose interest in a particular subject is more specifically qualified by how often they focus on it.

• Advertising positions: FT.com offers an extensive range of cutting-edge advertising formats, and our experienced teams can help you get maximum impact from them.

  The FT conforms to the Internet Advertising Bureau guidelines on ad unit sizes, offering standard sizes for leaderboards, MPUs and half-page units.

  We also offer large half-page MPUs (336x850 that expands to 600x850) as well as a ribbon ad (336x60 that expands to 600x200).

• Multimedia - Video: FT.com brings business to life with a wide range of regular videos, including established channels such as View from the Top, Daily View, View from the Markets, Short View and Special Reports.

  The FT’s reputation opens doors to the most powerful people in business, politics, economics and finance across the globe. Every week in View from the Top, we interview leading CEOs on the world of business today and their predictions for their industries. It’s the ultimate in thought leadership from the world’s business influencers.

  Each video is promoted with extensive editorial coverage and advertising links across FT.com, to maximise our audience’s engagement. You can advertise on both a CPM and sponsorship basis.

Mobile: m.ft.com is the mobile-friendly version of FT.com, designed specifically for smaller screens. Users can see an overview of their stocks on the m.ft.com homepage, as well as a round-up of the latest FT news all on one page. Specifically designed with BlackBerry, Nokia and iPhone users in mind, but compatible with any phone with a web browser, the site provides a great counterpart to the main FT.com website.

Most users access the FT on their mobile while commuting, on vacation and at the weekends, so advertising across FT.com and the mobile site provides a deep engagement with our high-value audience right through the week.

Podcast: The FT’s expert commentators and writers produce regular podcasts.  They include Digital Business, FT Money Show, Management, FT Wealth and Artscast, as well as podcasts by Lucy Kellaway and Martin Wolf, our chief Economics Editor.

Sponsorship includes an 'in association with' audio pre-roll, while a 60-word audio post-roll gives you a great opportunity to communicate directly with the listener and get your message across in your own words.

• Strategic Publishing: As the fight for market share grows fiercer, it’s more important than ever to stand out from the crowd. The FT’s marketing opportunities extend well beyond advertising.  Allowing you to harness our experience and capitalise on our brand, they give you creative, high-impact ways to reach our premium audience and get the best possible results.

  Co-branded titles
  Tailor your message and target your market with a co-branded publication. With the option of multiple formats – magazines, tabloids and microsites – it can play a strategic role in your campaign that will boost its effectiveness. 

  Your brand will benefit from the high quality of our content, which comes from influential external commentators (recently, Jeffrey Sachs and Tony Blair) and internal commentators such as Martin Wolf.

  You can work with our editorial team to develop a theme or align your company with an existing series. The rewards can be impressive – read this case study. And to see integrated co-branding in action, visit www.ft.com/managingdownturn.

• Advertorial: Encourage your audience to take a closer look, by presenting your message in an editorial style and with engaging, interactive graphics.

  You'll benefit from the increased space for your message, the audience's perception of an advertorial as relevant and interesting, and the FT's brand values of accuracy and integrity.

Alt FT: Extend your reach of the FT audience
AltFT is a powerful new proposition.

The AltFT team focus on developing product and sales opportunities that will allow us extra media reach of the FT audience beyond the traditional boundaries of FT.com. They also evaluate new digital opportunities connected to audience targeting and advertising innovation (such as video). This, combined with the Strategic Sales team, gives the FT the capability to handle bespoke targeting and bespoke content – a powerful market proposition that none of our competitors can offer.

AltFT’s launch services are:
The FT Partnership Network. Powered by Adify, this gives our advertisers the opportunity to reach a wider target audience within popular vertical sectors, such as small and medium sized enterprises (SME). By partnering with hand-picked, quality sites in these verticals, we can offer you increased online inventory and a one-stop shop for reaching the right audience.

• Extend your reach within your key target groups.
• Align relevant advertising within a relevant editorial environment.
• Simplify the buying process, and get full reporting transparency.
• Enjoy reduced CPM rates.

The FT Group Network. We can now track audience behaviour across all FT Group sites (such as FT.com, FT Business, MergerMarket Group, Money-Media, Executive Appointments and The Economist Group), and re-target users when they arrive back on FT.com.

This tracking allows us to confirm the extent of a user’s interest in a topic (such as travel or private investing). It also allows us to combine behaviour (such as readers of both Investors Chronicle and FT.com’s Your Money section) to create even more targeted and proven segments that give you maximum ROI.

To find out more, call Isla Macleod on +44 (0) 207 873 3717, email isla.macleod@ft.com or www.ft.com/partnersites.

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