Situation
A European media brand was embarking on a large-scale transformation project. They were keen to drive their advertising growth strategy to become more effective as they had seen a drop in page views during the pandemic, with assumptions that their paywall strategy had had an impact.
Engagement
FT Strategies engaged in a 5-week project which included:
- Diagnostic of the digital advertising function including analysis and benchmarking of advertising performance
- Tested the assumption that the paywall had impact advertising
- Best practice and case studies sessions with senior FT practitioners within digital advertising functions
Results
- Diagnostic revealed that >15% of advertising revenue could be captured through a change in strategy and operations; including Value based Advertising Strategy that raise CPMs across all direct sales
- Delivered prioritised recommendations to help recover structural and page view driven advertising revenue loss (~€120m)
- Supported the strengthening of Operations including Business Intelligence team and building synergies between ad tech, marketing tech and user data to sustain results
“It’s great to work with a consulting team that has such a deep understanding of the subject and the challenges that we’re facing. All members of the FT Strategies project team have been very friendly, collaborative and supportive.”
