The weekly newspaper was founded in 1843 by an enterprising Scotsman, the British publication has, right from the start, steadily served up business and political news, analysis, and opinion to both U.K. and U.S. readers.
The publication has embraced the digital zeitgeist with an archival-based website and web-only content that includes blogs, debates, and audio/video programs. It has also made editions available on Android, iPhone, and iPad. Users can download the apps for free access to the editor’s weekly selection of six must-read articles. Full access is available by subscription.
Mobilizing an app strategy
Determined to further broaden its readership and accessibility, The Economist turned to mobile marketing strategies in order to tap into the burgeoning base of young, on-the-go professionals. Working with ad agency Neo@Ogilvy, the publication chose mobile advertising network Google AdMob to target a desired demographic: 25-to-35 year-olds exhibiting intellectual curiosity, thirst for current news, and a predilection for high-tech content delivery. The initial markets targeted were Australia, Singapore, Hong Kong and Japan.
Phase I of The Economist campaign took place over 4.5 months from November 19, 2010 to March 31, 2011. Banner and text ads ran on AdMob’s network and targeted users of both Apple iPhone and iPad.
Reaching new market audiences
The campaign significantly raised awareness of The Economist among mobile consumers both within the overall group and amongst target consumers. Additionally, the campaign was significantly well received amongst those interested in news and current affairs where the campaign had a directional impact on awareness, brand favorability and purchase intention.
In particular, the iPad audience had an increase in intent to purchase a single issue/subscribe to The Economist after exposure, indicating that the campaign was able to positively change perceptions among this group.
Neo@Ogilvy also conducted a corollary study of 105 mobile-device users fitting the targeted 25-35 demographic. Of the group sampled, 47.1% of those exposed to the mobile ads indicated a willingness to purchase a subscription to The Economist on the iPad as opposed to only 32.7% of the control group not exposed to the ads. This difference in intent to purchase exceeded the 80th percentile confidence level, indicating a positive impact on branding, according to BrandMetrics.
Overall, the campaign was effective in reaching new audiences that differ in demographics and media consumption than the traditional core reader of The Economist. By demonstrating directional improvements in brand awareness, brand favourability and purchase intention, the campaign results show that advertising on the mobile web offers a new opportunity for The Economist, including targeting the fast-growing base of Android users in the near future. By enabling discovery, branding, and monetization on the mobile web, AdMob has become a critical media platform for a publication with a venerable past and a bright future.
Posted by: Christian Cadeo, Head of Mobile, Southeast Asia
With Google AdMob, The Economist garners new readers amongst young, on-the-go professionals
Rating: 100% based on 975 ratings. 91 user reviews.
Rating: 100% based on 975 ratings. 91 user reviews.
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