Business Elite and the FT Danny Aldred Head of Western Europe Advertising Sales Enzo Diliberto Head of Insight, Europe & Asia
Welcome and Thank you! 1
The world is changing 1/3
Business is changing 89% market share
As publishers we need to….. • Adapt
First publisher to develop an App outside of iTunes… 50% of digital traffic 20% of new subscriptions
A short video from our Managing Editor of FT.com
As publishers we need to….. • Adapt • Grow our audience
More paying subscribers than ever before! 625,000 to be exact
As publishers we need to….. • Adapt • Grow our audience • Find new routes to market for our content
One of the first international publishers with a Flipboard presence…..
As publishers we need to….. • Adapt • Growing our audience • Find new routes to market for our content • Prove the effectiveness of our advertising proposition
The launch of Financial Times Smart Match ? A new Financial Times service that can match advertiser ’ s content with relevant news stories on FT.com in real time using semantic profiling technology
As publishers we need to….. • Adapt • Growing our audience • Find new routes to market for our content • Prove the effectiveness of our advertising proposition • Understand our global users
ADGA Average Daily Global Audience What is ADGA? A chemical substance used to develop live cultures in laboratories? • The model measures the full health of the FT A verage brand in a multi-platform media environment The second smallest bone in the human skeleton located in the ear? • It measures the number of people globally who, on an average day, read FT content in print and A flightless bird native to Papua New Guinea? D aily digital • It has been audited and assured by PWC The local name for the secret police in Estonia during the first part of the G lobal 20 th Century? Why is it important? • Allows a better understanding of our The FT’s newest audience metric? A udience international audience in a multi-platform environment as one whole audience • It is a focus on the number of “eye balls” who would see an Ad rather than the number of times an Ad is printed (ABC)
The numbers… ADGA May 2013
ADGA developments for 2014 • Regular ADGA releases with 12 month rolling data. • Demographics to be included in 2014 data so it can be used as a planning tool. • Other media owners are following suit with the Times (UK), Daily Mail (UK) and other publishers adopting the ADGA model.
BE Europe 2013 Still relevant and highly effective for the FT
Why you should trust this survey Longest running international survey (since 1973) Survey tracks Smartphone & Tablet usage by media owner A truly multi media survey (print, TV, desktop, smartphone, tablet) enabling media owners to demonstrate Total Brand Reach More social media brands now tracked on survey Large sample (7k+) Annual (tracking shifts more closely) 21 BE:Europe 2013: Universe 435,112 (n=7,202))
A senior audience you cannot ignore… 435,000 senior business executives 22 BE:Europe 2013: Universe 435,112 (n=7,202)
…BE:Europe respondents control vasts amount of budget € 3.6 trillion UP 9% SINCE 2011 23 BE:Europe 2013: Universe 435,112 (n=7,202)
Media consumption remains high amongst the Business Elite Print TV Desktop/Laptop Smartphone Tablet 100 90 80 70 % 60 50 40 2008 2009 2010 2011 2012 2013 24 BE:Europe 2008, 2009, 2010, 2011, 2012 and 2013; Measurements: AIR print, daily TV, monthly web reach, monthly smartphone reach & monthly tablet reach
Newspapers are still seen as the most reliable source of business news Q: Which of the following do you consider the most reliable source of business news? BE:Europe 2013 38.5% 34.1% 14.9% 13.4% 6.1% Newspapers Internet Magazines TV Radio 25 BE:Europe 2013: Universe 435,112 (n=7,202)
FT Total Audience profile- very similar across all platforms FT FT.com FT monthly FT monthly 2+ FT media newspaper monthly smartphone Tablet user channels reader user user Salary € 261,907 € 221,210 € 232,650 € 264,962 € 245,302 Net worth: € 1,668,789 € 1,208,026 € 1,224,061 € 1,379,100 € 1,388,780 C-Suite: 65% 58% 62% 69% 62% Exp. budget: € 14,094,117 € 11,777,770 € 11,859,395 € 15,823,667 € 9,855,543 International 71% 68% 71% 74% 71% decision maker: 11+ bus trips 28% 25% 28% 29% 28% in past 12 months: Own a watch 12% 7% 9% 9% 9% worth € 7,500+ 26
The FT now reaches more BE respondents than ever across Europe! % coverage FT Total Brand reach FT Newspaper FT.com FT Tablet FT Smartphone 25 20 15 10 5 17.0 22.0 19.0 20.0 19.0 16.0 15.0 20.0 19.0 19.0 18.0 20.0 17.7 16.2 16.8 17.7 19.3 20.7 23.2 22.7 23.3 23.7 0 EBRS EBRS EBRS EBRS EBRS EBRS EBRS EBRS EBRS EBRS EBRS EBRS EBRS EBRS EBRS EBRS BE:E BE:E BE:E BE:E BE:E BE:E 1973 1975 1978 1980 1982 1984 1986 1989 1991 1993 1996 1998 2000 2002 2004 2006 2008 2009 2010 2011 2012 2013 27
FT Total Audience Newspaper 2+ FT media FT Total PC/Desktop channels Audience: 103,330 50,449 readers readers (49% of FT (24% coverage) audience) Tablet Smartphone 28
Total Brand reach of main competitors 23.7 Financial Times % coverage 23.3 19.4 Sky News 19.2 18.2 The Economist 17.7 17.1 Nat Geo (PRINT) 15.8 13.6 BBC World News (excl. UK) 12.9 13 CNN 14.7 13 Harvard Business Review 11.9 11.7 Time 2013 11.0 10.7 National Geographic TV 2012 10.9 9.3 Bloomberg TV 11.3 9 IHT/NYTimes 6.3 8.7 Euronews 9.1 8.4 The Wall Street Journal 7.9 7.6 Bloomberg Businessweek 6.9 7 Forbes 6.4 5.5 CNBC 5.6 Base: 2013 Base: 2012: 7,279 , 2011: 7,887 Net Unduplicated Reach – AIR or Daily TV or Monthly Website Reach or Monthly Smartphone Reach or Monthly Tablet Reach
Most Important Business Read % Coverage Please note that this was an open-ended question 7.7 Financial Times The Economist 3.3 133% 0.7 The Wall Street Journal Europe Bloomberg Markets 0.4 Time 0.3 The FT is still considered the most International Herald Tribune 0.3 important business read and is considerably ahead of the next 0.3 Euromoney international print title (AND UP 3% SINCE 2012) 0.3 Bloomberg Businessweek 0.2 National Geographic Forbes 0.2 USA Today 0.2 The Banker 0.1 30 BE:Europe 2013: Universe 435,112 (n=7,202)
Most Important Business Read – As seen by readers of other media organisations % % 45 35 30.8 IHT Readers WSJE Readers 38.3 40 30 35 25 30 19.0 20 25 14.5 20 15 13.0 15 12.1 10 9.1 10 5 2.9 5 0 0 FT Economist WSJE IHT FT WSJE Economist IHT % % 50 Economist Readers 30 FT Readers 40.8 24.2 25 40 20.2 20 30 15 20 10 11.6 10 5 2.2 2.4 0.9 0.7 0 0 FT Economist WSJE IHT FT Economist WSJE IHT 31 BE:Europe 2013: Universe 435,112 (n=7,202)
The FT strategy is working- reach is growing across key audiences year on year % Coverage- TOTAL BRAND REACH C-SUITES HIGH INCOME € 750K+ 24.6 54.2 FT FT 23.6 47.7 18.7 25.5 Economist Economist 18.0 26.6 BE Europe 2013 BE Europe 2013 BE Europe 2012 BE Europe 2012 9.1 8.3 IHT IHT 8.3 6.0 9.1 7.8 WSJe WSJe 8.9 12.7 32 BE:Europe 2013: Universe 435,112
FT’s growing reporting suite The FT can help you understand the effectiveness of your digital campaign
Clicks “are only the tip of the iceberg” Immediate response (Clicks) 4 other important digital measurements The Environment the Ad sits The Audience who see the Ad The effect the Ad has on the brand perception The full conversion total of an audience who saw the Ad (The Consumer Conversion Journey)
What do clickers look like? ‘Not all ‘clicks’ are equal’ ‘Heavy’ clickers FT.com ‘Heavy’ clickers Average Age: 42; 40% above 44 Internet users between the ages of 25-44 Average gross annual income: £81,000 (US$121,500) Households with an income under US$40,000 Spend more time and money online: 9hrs a week online – 3x longer than They are more likely to visit auctions, gambling and Job sites average Spend £1,548 on online personal Spend 4x more time online but spend purchases in past year – + 19% more only 2x as much as non-clickers than average Source: ComScore Natural Born Clickers Research, Total US Online Population (July 2009). Clicker subgroups: Heavy [4+], Moderate [2-3], Light [1], Non [no clicks]
You must consider the advertising ‘Environment’
Quality content sites are seen to be more authoritative, trustworthy, relevant and reliable Q14b. And how strongly do you agree or disagree that the following descriptions apply to <SITE> Base: All accessing internet at least once a week/visited site twice in last month (1340)
The site environment has a direct positive impact on the perception of the advertising Trust Relevant Trust Awareness Action Q14c. And how strongly do you agree or disagree that the following statements apply to <SITE>. Base: All accessing internet at least once a week/visited site twice in last month (1340)
We should not underestimate the ‘value’ of our audience - the advertising environment is more important than ever!
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