Digital Advertising

Build your advertising and subscription value

The media industry is evolving at a rapid pace and building sustainable commercial models has never been more complex.

With deep experience across leading media brands, we help organisations accelerate growth through user-centric digital strategies, underpinned by advertising and subscription excellence.

There is no single model for success. Our projects range from optimising ad yield and activating first-party data to launching new revenue streams, all aimed at building long-term engagement, recurring revenue and sustainable growth.

Optimising Advertising Yield

Improve ad monetisation through performance analysis, audience insights, and strategic organisational frameworks.

Ad revenue analysis and benchmarking to identify CPM trends and revenue opportunities.
Ad inventory and pricing strategy to balance ad load, pricing, and user experience.
Data-driven audience targeting with segmentation, contextual targeting, and engagement-based pricing.
Roadmap for ad yield growth with quick wins and long-term strategies.
Industry performance benchmarking to compare key ad metrics with top publishers

First-Party Advertising Solutions

Build and optimise a first-party data ad strategy, enhancing ad performance and direct sales while reducing reliance on third-party cookies.

First-party data monetisation with a privacy-first, data-driven ad strategy.
Audience segmentation and identity solutions for better ad targeting.
Setting up direct sales channels and PMP deals to monetise premium inventory and support high-value programmatic partnerships.
Sponsorship and branded content strategy with native ads and custom formats.
Commercial strategy alignment to optimise ad operations and cross-functional collaboration.

Additional Ad Revenue Streams

Develop new ad revenue models, including affiliate marketing, video/audio monetisation, and emerging ad innovations.

Affiliate and commerce ad strategy to monetise partnerships and shoppable content.
Video and audio monetisation with premium ad formats and CTV opportunities.
Leveraging AI-driven ad optimisation to enable automated pricing, enhance predictive targeting and maximise campaign performance.
Subscription-based ad models to balance ad-supported and premium experiences.
Roadmap for new revenue streams to launch and scale high-growth ad models.

Supporting a European publisher with its advertising strategy

FT Strategies assisted a European media brand in enhancing its advertising growth strategy for improved effectiveness.

Throughout a five-week project, we highlighted how more than 15% of advertising revenue could be captured through a change in strategy and operations. We also delivered prioritised recommendations to help recover losses in structural and page-view-driven advertising revenue.

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