Financial Times brings multimedia content to its paid post offering FT²

The Financial Times (FT) has bolstered the offering of its FT² content marketing suite by providing advertisers with the opportunity to create multimedia promoted content to support their campaigns, as well as a full page ad spot, a first for a paid post.

The new format launched today (7 April) with an advertising campaign for BP. It means clients can create animated graphs and videos to complement paid for articles in hopes to deliver strong audience engagement. The content is informed by the FT’s own audience consumption data, ensuring it is both topical and compelling.

Mark Rose, UK & Group brand manager, BP said: “As we reach peak content, simply producing and posting well-written and relevant features is no longer enough to engage audiences. The way the content is presented is becoming just as important. The new paid post feature from the FT allows us to achieve both.”

The latest paid post offering has been updated with a new look and feel, optimised for cross-device use. The pages have been built to appear across the full width of the screen - a first for a paid post destination page.

The new offering is supported by data analytics which, beyond simply informing the content, allows the FT’s commercial team to assess the performance of, and engagement with, each piece of content, across devices. It means the FT team can adjust campaigns in real time to ensure the most effective performance – an approach that has increased active engagement time by 123 per cent and click-through rate by 30 per cent since the launch of paid posts in October 2015.

Alexis Jarman, content activation director at the FT said: “This evolution of our Paid Posts offering helps to reinforce our position as producers of high quality content for a C-Suite and high-net-worth audience. The integration of data and analytics capabilities throughout the campaign allows better targeting and a positive experience for the reader.”

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