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Bloomberg Media is powered by a newsroom of over 2,700 journalists and analysts. With 385,000+ digital subscribers and 40 percent of subscriptions coming from outside of the United States, international markets represent a significant growth opportunity.
To capitalize on the growth opportunity, the team needed a way to increase article views and subscriptions through contextually relevant advertising that could engage a global audience. For the campaign to succeed, the ad creative had to be personalized because users around the globe engage with different topics based on their location.
In order to achieve this goal, Bloomberg partnered with their agency, Kepler, on a test to set up a two-pronged media campaign: one for mid-funnel article views and one for low-funnel subscriptions. Given the large potential audience and variety of content and subscription options available to promote, Kepler launched both standard image ads and responsive display ads to see how both performed. While standard image ads would appeal to all users with a single, consistent message throughout the flight, responsive display ads would reflect the variety of subscription options available at Bloomberg in a way that was more personal to users.