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Increasing audience engagement
Create
• We create engaging content across multiple formats and events. Content that millions of people want to read, watch, share, and interact with on a daily basis
• Market leader
• 80+ live campaigns
• www.telegraph.co.uk/sponsored
Outline
• Example campaign: Modern Slavery
• Native ads: DFP and Polar
• Targeting: Krux and Grapeshot
• Supporting campaigns using PPC
Modern Slavery• Striking images
• Articles by Peter Oborne, Toby Young, Christina Odone
• Statistics and infographic
• Extended reach using editorial accounts and Twitter ads
• Measured engagement using Brandwatch
• www.telegraph.co.uk/modernslavery
Related article ads
• Targeting relevant audience by section
• Trafficked through DFP
• Increase reach and brand visibility
• CTR rose from 0.02% at launch to 0.06%
• 0.23% for strong campaigns
Polar• Serve native ad units
through DFP as if from CMS
• Initial trial testing existing units
• Fully scaleable• More ad placements• Relevant positioning
• Easy A/B testing
• Also used by Washington Post, Hearst, News Corp, The Economist etc.
Polar
• CTRs: 0.08% average, up to 0.14% on smartphones.
• 0.2% in Sport across all platforms• High CTR often linked to higher time on page.
Finance/Business campaigns performed well.• Brings analytics data together, eg: time on page, social
shares, location data.• London drives more traffic but lower CTR than
Manchester/Sheffield.
Krux
• Audience segmentation
• Targets ads at relevant audience regardless of the content
• Increased reach and branding
• Related article ads CTR 0.09%
Grapeshot
• Opposite approach to Krux
• Targets ads at users reading relevant stories, rather than targeting ads at specific users
• Related article ads CTR increased to 0.08% on average, 0.18% for a good campaign
• Negative targeting avoids stories clients don’t want to be associated with
PPC
• Support campaigns using targeted ads on relevant networks
• Twitter, Facebook, LinkedIn, Google Adwords, Outbrain, Taboola and others
• Reach different audience to core Telegraph• Supports SEO• Easy optimisation
The future
• More prominent placements
• Cleaner pages, fewer links overall
• Build bespoke Krux segments
• Increase total traffic to Create sites
Any questions?
christopher.moss@telegraph.co.uk
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