Chris Moss, Audience Optimisation Manager at Telegraph Media Group, gave this presentation at Mezzo Labs' "Disruptive Technology in Web Analytics" event in September 2014.

1. Increasing audience
engagement

2. Create
• We create engaging content across
multiple formats and events. Content that
millions of people want to read, watch,
share, and interact with on a daily basis
• Market leader
• 80+ live campaigns
• www.telegraph.co.uk/sponsored

3. Outline
• Example campaign: Modern Slavery
• Native ads: DFP and Polar
• Targeting: Krux and Grapeshot
• Supporting campaigns using PPC

4. Modern Slavery
• Striking images
• Articles by Peter Oborne,
Toby Young, Christina
Odone
• Statistics and infographic
• Extended reach using
editorial accounts and
Twitter ads
• Measured engagement
using Brandwatch
• www.telegraph.co.uk/moder
nslavery

5. Related article ads
• Targeting relevant
audience by section
• Trafficked through DFP
• Increase reach and
brand visibility
• CTR rose from 0.02% at
launch to 0.06%
• 0.23% for strong
campaigns

6. Polar
• Serve native ad units
through DFP as if from CMS
• Initial trial testing existing
units
• Fully scaleable
• More ad placements
• Relevant positioning
• Easy A/B testing
• Also used by Washington
Post, Hearst, News Corp,
The Economist etc.

7. Polar
• CTRs: 0.08% average, up to 0.14% on smartphones.
• 0.2% in Sport across all platforms
• High CTR often linked to higher time on page.
Finance/Business campaigns performed well.
• Brings analytics data together, eg: time on page, social
shares, location data.
• London drives more traffic but lower CTR than
Manchester/Sheffield.

8. Krux
• Audience segmentation
• Targets ads at relevant audience
regardless of the content
• Increased reach and branding
• Related article ads CTR 0.09%

9. Grapeshot
• Opposite approach to Krux
• Targets ads at users reading relevant stories, rather than
targeting ads at specific users
• Related article ads CTR increased to 0.08% on average,
0.18% for a good campaign
• Negative targeting avoids stories clients don’t want to be
associated with

10. PPC
• Support campaigns using targeted ads on relevant
networks
• Twitter, Facebook, LinkedIn, Google Adwords, Outbrain,
Taboola and others
• Reach different audience to core Telegraph
• Supports SEO
• Easy optimisation

11. The future
• More prominent placements
• Cleaner pages, fewer links overall
• Build bespoke Krux segments
• Increase total traffic to Create sites

12. Any questions?
christopher.moss@telegraph.co.uk