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Financial Times insights entice with OOH '2016 changed the world' campaign

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By John McCarthy | Media editor

January 9, 2017 | 3 min read

The Financial Times has launched an out-of-home campaign looking to attract the public to its insights in 2017.

Financial Times

Some of the campaign's display ads

Entitled, ‘2016 changed the world’, the digital drive from Essence sets the proposition that the publisher can help viewers ‘prepare for the new year with insight [they] can act on’.

Utilising Bitposter technology, the agency targeted Heathrow Terminal 5 through JCDecaux, as well as London’s Canary Wharf and inventory across the London Underground network through Exterion

Will Frappell, head of partnerships and emerging media at Essence, said: “Our partnership with Bitposter allows us to consolidate all of our DOOH buying under one platform, while maintaining our transparent trading model.

“This way, we can increase the sophistication of both the planning and measurement elements of our clients’ campaigns.”

Craig Mytton, chief revenue office at Bitposter, added: “The Bitposter platform helps to bring buyers and sellers of OOH media closer together and we’re hopeful that this campaign will mark the start of digital agencies moving into the OOH media space."

Essence’s clients include Google, HP Inc, Tesco Mobile and the Financial Times.

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