FT drives “digital first” strategy with outdoor tie-in
The Financial Times (FT) has launched a campaign aimed at targeting business executives at major London-based firms including Google and IBM with relevant content via digital display screens.
The newspaper publisher is using ECNLive’s digital network to run the campaign which it claims will reach 500,000 executives in over 150 corporate buildings across London.
The move marks the latest step in the newspaper’s “digital first” strategy unveiled by editor Lionel Barber this January.
ECNLive will tailor content from the various FT content strands including technology, media and general news, to specific audience groups relevant to each company.
Breaking news updates will also be streamed via the screens which will be located in buildings including the Gherkin, Tower 42, CityPoint, The Broadgate Tower, 60 Threadneedle, 25 Canada Square, 10 Exchange Square and Tower Bridge House.