Build your advertising and subscription value
The media industry is evolving at a rapid pace and building sustainable commercial models has never been more complex.
With deep experience across leading media brands, we help organisations accelerate growth through user-centric digital strategies, underpinned by advertising and subscription excellence.
There is no single model for success. Our projects range from optimising ad yield and activating first-party data to launching new revenue streams, all aimed at building long-term engagement, recurring revenue and sustainable growth.
PROJECTS
Optimising Advertising Yield
Improve ad monetisation through performance analysis, audience insights, and strategic organisational frameworks.
- Ad revenue analysis and benchmarking to identify CPM trends and revenue opportunities.
- Ad inventory and pricing strategy to balance ad load, pricing, and user experience.
- Data-driven audience targeting with segmentation, contextual targeting, and engagement-based pricing.
- Roadmap for ad yield growth with quick wins and long-term strategies.
- Industry performance benchmarking to compare key ad metrics with top publishers
First-Party Advertising Solutions
Build and optimise a first-party data ad strategy, enhancing ad performance and direct sales while reducing reliance on third-party cookies.
- First-party data monetisation with a privacy-first, data-driven ad strategy.
- Audience segmentation and identity solutions for better ad targeting.
- Setting up direct sales channels and PMP deals to monetise premium inventory and support high-value programmatic partnerships.
- Sponsorship and branded content strategy with native ads and custom formats.
- Commercial strategy alignment to optimise ad operations and cross-functional collaboration.
Additional Ad Revenue Streams
Develop new ad revenue models, including affiliate marketing, video/audio monetisation, and emerging ad innovations.
- Affiliate and commerce ad strategy to monetise partnerships and shoppable content.
- Video and audio monetisation with premium ad formats and CTV opportunities.
- Leveraging AI-driven ad optimisation to enable automated pricing, enhance predictive targeting and maximise campaign performance.
- Subscription-based ad models to balance ad-supported and premium experiences.
- Roadmap for new revenue streams to launch and scale high-growth ad models.
FEATURED INSIGHTS
OUR IMPACT
Supporting a European publisher with its advertising strategy
FT Strategies assisted a European media brand in enhancing its advertising growth strategy for improved effectiveness.
Throughout a five-week project, we highlighted how more than 15% of advertising revenue could be captured through a change in strategy and operations. We also delivered prioritised recommendations to help recover losses in structural and page-view-driven advertising revenue.
OUR EXPERTS
Director
George has over a decade of experience in strategy consulting and in-house advisory. Leading strategy development, service design and digital transformation teams, he has advised senior leadership across both the public and private sectors.
He has an ACII and a Masters from the London School of Economics.
Senior Manager
Brundan is a Senior Manager with over 10 years of experience as a strategy consultant in APAC and EMEA. He previously worked at PwC Strategy& advising diverse companies on corporate strategy, M&A due diligence and business model innovation across a range of sectors.
Head of Insights
George is Head of Insights at FT Strategies and an expert in the media industry and its accompanying business models. George has led and contributed to a number of high-profile projects including the News Sustainability Project, the National Theatre and various leading European news publishers. Prior to joining FT Strategies, George spent 4 years guiding FT's data strategy and their future approach to marketing & advertising.
George holds an MBA from IE Business School and is a regular speaker at media events (including the JournalismAI Launch Event 2023).
Senior Consultant
Sam has over 7 years of experience helping clients to solve strategic business challenges using data. He has helped organisations in both the public and private sectors to define strategic roadmaps and processes for using AI. He has also designed and built innovative data solutions, working with senior stakeholders as part of critical delivery-focused teams.
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