‘The Economist: finding new readers with creative programmatic display’ – Econsultancy

Ben Davis says, “For a while now, many have bemoaned the lack of creativity in display and programmatic advertising.

The Economist bucked the trend last year, creating one of the most eye-catching and witty campaigns of 2015, and winning a Masters of Marketing award in the process.

Proximity London was behind the work, marrying provocative content and contextual targeting to help The Economist target new users.

A problem of reader brand perception

Ahead of this ad campaign, launched in October 2014, The Economist had known for a while it had a problem attracting a key potential audience, young ‘Progressives’.

For decades, the newspaper had positioned itself as a differential for white-collar workers and this had the unintended consequence of turning away some liberal potential readers“.

The Economist: finding new readers with creative programmatic display

‘Econsultancy’ Blog