The document outlines strategies for increasing audience engagement through the creation of diverse and appealing content across various formats and events. It highlights the use of native ads, targeted advertising, and analytics tools to enhance campaign performance and measure effectiveness. The document also mentions the collaboration with major organizations and future plans for improved ad placements and audience segmentation.

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