FT Launches Online Tracking Tool For Advertisers
FT.com has announced the launch of a new online tracking system designed to allow advertisers to target audiences more effectively.
The tool, launched in partnership with Revenue Science, tracks FT.com users to identify which specific areas of the website they visit. Users are then categorised into distinct groups so that they can be targeted with only the most relevant adverts.
The tracking system interprets the behaviour of FT.com’s users and creates a series of premium advertising packages that allow clients to run effective online branding campaigns that reach highly targeted audiences with the minimum of wastage.
A number of distinct segments have been identified amongst FT.com’s audience of 3.6 million senior decision makers, including business education, institutional investor, personal finance and information technology. These behavioural groups can then be combined with geographical groups to create a highly targeted campaign.
Commenting on the initiative, Shauna Monkman, global head of online sales for FT.com said: “Behavioural targeting is an important development for our advertisers as it enables them to maximise the efficiency of their ad spend, by improved segmentation of the FT.com user base.”
He added: “The opportunity to target specific groups with the most relevant campaigns is one of the major advantages of online advertising. Not only will it enable our advertisers to target more effectively, but it will also improve the experience for our users, who will be served with more relevant advertisements.”
IBM, O2 and NTT Docomo are amongst a number of high-profile advertisers to have already signed up for behavioural targeting campaigns on FT.com. The website claims to be the first non-US based online property to offer the service for clients on a global basis.
Earlier this year The Financial Times was found to be the most popular European business title in terms of readership and audience coverage among the business community. Research from Ipsos-RSL found that the title is way ahead of its rivals with a readership of 664,000 leading professionals (see Financial Times Is Voted Top European Business Title).
Financial Times: 020 7873 3000 www.ft.com
Recent New Media Stories from NewsLine Yahoo! And Colgate To Study Benefits Of Online Advertising Google And Yahoo! Threaten Local Advertisers Majority Of Internet Users Click On Pop-Ups By Mistake
Subscribers can access ten years of media news and analysis in the Archive