Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • Have you got the ambition of a WSJ reader?
  • Have you got the ambition of a WSJ reader?
    Several Seconds, Creative Commons (2012) ©
CASE STUDY

Ambitious Hours: WSJ appeals to readers with ambition

The success of ad campaigns is often measured by how many people see them. But The Wall Street Journal’s ‘Ambitious Hours’ campaign took a different route, exclusively targeting people with specific lifestyle choices – meaning the only people who saw it were the people that mattered.


Location United States

Scope
Why do some people get up for work before dawn, and work late into the night? According to The Wall Street Journal, it’s because they’re extremely ambitious – and the publication is championing its readers for being exactly that. 

So instead of using data to target readers according to age, location or even profession, its latest campaign ‘Ambitious Hours’ – created by The & Partnership – instead targets potential readers who are united by a single mindset. Could this be the beginning of the end for traditional audience segmentation? 

----

...

Canvas8

Related

  • Article image How do you feel about online advertising?

    With 79% of Brits rarely or never clicking online ads, brands are wasting huge sums of money on ineffective advertising. So how can companies entice consumers to voluntarily eyeball their content? Canvas8 sat down with 15 British men and women to find out what they think about online ads.

  • Netflix says demographics don’t mean a thing Netflix says demographics don’t mean a thing

    Netflix launched in 130 new countries at the start of 2016, and while it's logical to assume that each viewer’s dashboard has been tailored to suit their locale, the data Netflix has on its users means factors like geography or gender aren't that relevant when working out what people want to watch.

  • Implied flattery is effective in targeted ads Implied flattery is effective in targeted ads

    Demographics have long been used to target advertising, but the internet has enabled ‘behavioural targeting’, based on the online behaviour of a user. A new study has shown that being flattered by the reasons we’ve been targeted for an ad may actually make us more likely to open our wallets.

  • Article image What’s the future of the blockbuster?

    In the summer of 2014, US box office figures were down 15%, and there were a string of spectacular film failures. The number of frequent moviegoers fell in every age group, but the biggest drop came from 18- to 25-year-olds. Has Netflix killed the blockbuster?