The Economist: Raising eyebrows and subscriptions
The Economist's quality content is a given. But you still need crafted, provocative advertising to make people sit up and take notice. This case study demonstrates how the power of content and context can deliver long-term effects for a brand. By re-structuring teams and deploying the right data-driven infrastructure including 'newsrooms' to produce topical ad copy, The Economist used tailored, programmatic platforms to find more than five million previously unseen, retargetable users at a time when they were likely to be receptive to commercial messages. The activity created 64,000 paid subscriptions. Using the projected lifetime value of subscribers, this is estimated to equal a payback of 25 of revenue for every 1 invested.