Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

RBS – SmartMatch

How RBS was the first bank to use semantic targeting to deliver expert advice to ad-ignoring CEOs in contextually relevant environments.

RBS' mergers and international banking arm faces an audience targeting challenge. This elite, sceptical bunch is almost impossible to reach any other way other than via financial newspapers. However, this is an incredibly cluttered environment. They are heavy consumers of digital but are almost completely unresponsive to display advertising and are tired of the 'banks have changed' message.

The aim was to create understanding of the expertise RBS has, build trust among its core audience and get CEOs interacting with RBS experts. This needed to be done in the right place at the right time, reacting to what RBS' audience were consuming. The Financial Times was the ideal newsbrand for the solution, which was to match RBS opinion to FT editorial, via real-time, automated semantic targeting.

The seamless juxtaposition of FT and RBS content gave readers an enhanced experience and led to the best performing financial services campaign on in 2013.

Key findings:

  • The campaign enjoyed five times more interaction than the average financial services campaign on

Newsbrands and finance

Newsbrands and finance

Newsbrand readers are more knowledgeable, more influential and more active financial consumers

Importance of environment for online ads

Importance of environment for online advertising

A collection of studies showing the importance of context and environment

Halifax innovating in print

Halifax - innovating in print

How Halifax's creative use of newspapers helped to navigate the financial crisis

monthly ABC1 reach

Fast Fact

Newsbrands reach 91% of ABC1s each month

personal finance websites

Fast Fact

Newsbrand readers are 33% more likely to visit personal finance websites



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