Financial Times insights entice with DOOH campaign

Financial Times Canary Wharf

The Financial Times has launched a cutting-edge digital Out-of-Home campaign with Exterion Media, Essence and Bitposter – which looks to attract the public to its insights in 2017.

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’.

Combining data aggregated from Abi - Exterion Media’s proprietary insights tool - with Bitposter technology, the campaign targets commuters at London’s Canary Wharf station through use of the new Hello London premium digital screens, as well as across Exterion Media’s digital inventory throughout the London Underground network.

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."

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