Financial Times Partner Content & Advertorials

Rates, Examples & Booking

Elevate your brand’s presence by leveraging Financial Times Partner Content, a premier platform that connects you with a global audience of decision-makers and influential leaders. The Financial Times (FT) is renowned for its authoritative journalism and has over 1 million paying subscribers, reaching 26 million readers monthly across digital and print formats. By partnering with the FT, your brand can craft bespoke content that aligns with the publication’s high standards, ensuring credibility and engagement.

With Wordsmattr, the leading agency for native advertorials and paid content campaigns, you get the best overview of options to publish on the FT.

What is Financial Times Partner Content?

Agencies and marketing decision-makers can tap into the FT’s vast resources to create content campaigns that resonate with a sophisticated audience. Whether it’s through native advertising, sponsored content, or multimedia storytelling, Financial Times Partner Content offers flexible solutions to meet your marketing objectives. The FT’s in-house content studio, FT Content Solutions, collaborates closely with partners to produce compelling narratives that drive results.

Moreover, the FT provides detailed analytics and insights to measure the effectiveness of your campaigns. With access to metrics like page views, engagement rates, and reader demographics, you can fine-tune your strategy for maximum impact. This data-driven approach ensures that your Financial Times Partner Content not only reaches but also resonates with the right audience.

Basically, there are 2 different forms of Partner Content on the Financial Times:

• Fully Paid Ad Content: The advertiser has full power over the content and can publish advertorials (example by J.P. Morgan)
• Paid, but Editorial Content: The advertiser pays editors to do research on a topic, without having a saying on the exact content. It can be an article, video or similar type of paid content (example by Infosys)

Overview: Financial Times Paid Content

With Financial Times paid content, your brand can deliver targeted messages through sponsored articles, videos, podcasts, and interactive features. One form of this Paid Content is the Financial Times Partner Content, which ensures seamless integration within the FT’s editorial environment, enhancing credibility and reader engagement.

Campaigns can be highly customized to align with your brand’s messaging and objectives. Whether you aim to increase brand awareness, drive lead generation, or educate the market about a new product, the FT’s team of content strategists and creatives can develop a solution that meets your needs.

Based on your budget, the FT can publish “just” a sponsored advertorial article or a broader campaign with video, interactive elements or even content hubs.

Financial Times Partner Content: Price, Cost and Rates

Sponsored content campaigns start at around £30,000 – 50,000, offering a high-impact avenue to reach a premium audience. The FT also provides programmatic advertising options, allowing for precise audience targeting based on demographics, industry, and interests.

Here is a brief overview of the ad rates around the partner content options. Exact rates and pricings can differ from the ones below as they change reguarly.

Mid-size Campaigns: £25,000 – £100,000 of budget

• Basic Sponsored Article (Single Piece). Estimated Investment: £25,000 – £35,000. A straightforward, editorial-style article aligned with FT’s tone and audience, with limited design customization.
• Sponsored Article + Basic Data Visualization. Estimated Investment: £40,000 – £60,000. One in-depth article supported by a simple, branded infographic or chart, providing more visual engagement.
• Two-Article Series + Newsletter Mention. Estimated Investment: £60,000 – £80,000. A short content series paired with a newsletter promo, expanding reach to the FT’s subscribed audience.
• Branded Content Microsite (3–5 Pieces). Estimated Investment: £80,000 – £120,000. A custom landing page hosting multiple articles with consistent branding, plus basic interactive elements.

Bigger Campaigns: £100,000+ of budget

• Multimedia Campaign (Article + Embedded Video). Estimated Investment: £100,000 – £150,000. A combined approach with a flagship article complemented by a short, professionally produced video.
• Three-Part Editorial Series + Interactive Infographic + Social Amplification. Estimated Investment: £150,000 – £250,000. A deeper content set supported by a bespoke interactive graphic and promoted through FT’s social channels.
• Brand Hub on FT.com (Multi-Article, Custom Design). Estimated Investment: £200,000 – £300,000. A fully branded content hub featuring multiple articles, thematic design, and enhanced navigation.
• Video Mini-Series (3 Episodes) + Sponsor Messaging. Estimated Investment: £250,000 – £400,000. A video-led campaign produced by FT’s creative team, telling a narrative over several short episodes, all housed within the FT environment.
• Six-Month Integrated Content Program (Articles, Video, Social, Newsletter). Estimated Investment: £400,000 – £600,000. A sustained campaign including a range of formats—articles, videos, infographics—with ongoing promotional support and audience targeting.
• Year-Long Thought Leadership Platform (Custom Research, Interactive Elements, Events). Estimated Investment: £600,000 – £1,000,000+. A comprehensive, long-term initiative incorporating original research, high-end interactive content, multi-format storytelling, event sponsorship, and robust analytics.

Scroll through recent paid media, advertorial and partner content campaigns of Wordsmattr. On the FT, Economist, Capital, EURONEWS and many others:

Financial Times Partner Content: In-Depth Opportunities

Customized Content Campaigns

Dive deeper into Financial Times Partner Content by exploring customized content campaigns. These campaigns allow brands to tell their stories through a variety of formats, including long-form articles, infographics, videos, and podcasts. The FT’s content team works closely with partners to ensure that the content aligns with both the brand’s objectives and the interests of the FT’s readership.

For instance, a financial services firm might collaborate with the FT to produce a series on sustainable investing, featuring interviews with industry experts, case studies, and actionable insights. Such a campaign not only educates the audience but also positions the firm as a leader in sustainable finance.

Native Advertising and Programmatic Solutions

The FT offers advanced native advertising options that blend seamlessly with editorial content, providing an unobtrusive yet effective way to reach readers. Utilizing data analytics and audience segmentation, your Financial Times Partner Content can be delivered to specific reader groups most likely to engage with your brand.

Programmatic advertising solutions allow for real-time bidding and placement of ads, maximizing efficiency and ROI. Agencies can benefit from these technologies to optimize campaigns, adjust strategies on the fly, and achieve better results for their clients.

Measurement and Analytics

One of the significant advantages of partnering with the FT is access to robust measurement and analytics tools. Detailed reports provide insights into how your content is performing, including metrics like:

• Page Views: Number of times your content was viewed.
• Engagement Time: How long readers spend engaging with your content.
• Click-Through Rates: Effectiveness of calls-to-action within your content.
• Demographics: Information on the age, location, and job titles of your audience.

This data enables you to measure the success of your Financial Times Partner Content campaigns accurately and make informed decisions for future initiatives.

Difference: Financial Times Partner Content & Contributed Content

These paid media options are a stark contrast to the Contributed Content found on the FT: Position yourself as a thought leader through Financial Times contributed content. The FT welcomes expert opinions and analyses on global business, finance, technology, and economics. Contributing an article allows you to share insights with a discerning readership that includes industry leaders, policymakers, and affluent consumers.

For agencies, facilitating contributed content for clients can significantly boost their thought leadership profile. The process involves submitting a well-researched article that adheres to the FT’s editorial guidelines. Once approved, your piece could be featured alongside articles by renowned journalists and experts, amplifying your brand’s credibility.

For submission guidelines, visit the FT Opinion submissions page. But note that this does not have anything to do with advertising options, altough having a similar name.

Financial Times Conference

Engage with influential figures at a Financial Times conference. The FT hosts over 150 events annually, covering sectors like banking, technology, energy, and sustainability. These conferences attract C-suite executives, government officials, and industry pioneers, providing unparalleled networking opportunities.

Sponsorship packages offer extensive opportunities for Financial Times Partner Content, including keynote speaking slots, panel participation, branding, and exclusive networking sessions. Agencies can leverage these events to position their clients as industry leaders, fostering relationships that can lead to future collaborations and business opportunities.

Additionally, the FT offers virtual and hybrid event options, expanding your reach to a global audience. Interactive features like live polls, Q&A sessions, and virtual exhibition booths enhance audience engagement, making your participation even more impactful.

Explore upcoming events on the FT Live page.

Financial Times Parent Company

The Financial Times’ parent company, Nikkei Inc., is a leading Japanese media organization specializing in business and financial news. Acquired by Nikkei in 2015 for £844 million, the FT benefits from an expanded international network, particularly in Asian markets.

This relationship enhances the reach of Financial Times Partner Content, offering brands broader exposure across Europe, Asia, and beyond. For agencies looking to position their clients in the Asian market, leveraging the FT’s connection with Nikkei provides a unique advantage. Content can be cross-promoted, and insights from both Western and Eastern markets can be integrated into campaigns.

Financial Times Media Kit

Access the Financial Times media kit to obtain detailed information on audience demographics, advertising formats, and pricing. Key highlights include:

• 48% of readers are in senior decision-making roles.
• Average daily print circulation of over 160,000 copies.
• Digital subscribers account for over 75% of total readership.
• Readers have an average household income of £250,000.
• The FT is read in over 180 countries, providing truly global reach.

The media kit also provides specifications for various advertising formats, deadlines for submissions, and guidelines to ensure your Financial Times Partner Content aligns with their standards.

Download the media kit from the FT Media Kit page.

Contact the Financial Times Advertising Team

• Email: advertising@ft.com
• Phone (UK): +44 (0)20 7873 4000
• Phone (US): +1 212 641 6500

Financial Times Conferences

Participate in Financial Times conferences to place your brand at the forefront of industry discussions. Sponsorship opportunities often include Financial Times Partner Content, such as panel participation, branded sessions, exhibition spaces, and even hosting private dinners with key delegates.

These events attract over 20,000 delegates annually, providing a platform to connect with key stakeholders. Agencies can leverage these opportunities to create unique experiences for their clients, such as arranging one-on-one meetings with industry leaders or hosting workshops that showcase their expertise.

The FT’s conferences cover a wide range of topics, including the annual Global Banking Summit, Women at the Top, and the FT Climate Capital Live. By aligning with these events, your brand can associate itself with critical global issues and thought leadership.

View all events on the FT Live Events page.

By choosing Financial Times Partner Content, your brand leverages the credibility and global reach of a trusted news source. Whether through contributed articles, paid content, or event partnerships, the FT offers multiple avenues to connect with an influential audience. Agencies and marketing decision-makers can craft sophisticated campaigns that not only reach but engage a high-caliber readership, driving meaningful business outcomes.

Financial Times Partnerships

Forge strategic Financial Times partnerships to amplify your brand’s reach and influence. Partnerships can include custom content series, exclusive reports, co-hosted events, and even collaborative research projects. By collaborating with the FT, you gain access to their extensive resources, including award-winning journalists, analysts, and a global audience, 70% of whom are international readers.

Agencies can utilize these partnerships to offer clients unique opportunities that go beyond traditional advertising. For example, a partnership might involve creating a dedicated microsite hosted on FT.com, featuring a series of articles, videos, and interactive graphics centered around a theme relevant to your industry.

Such collaborations not only enhance brand visibility but also position your company as a leader in innovation and thought leadership. The credibility associated with the FT brand adds significant weight to your content, increasing trust and engagement among readers.

FAQ: All your questions about Financial Times Partner Content

1. How can I ensure my brand’s unique voice fits seamlessly into FT’s editorial style?

FT’s content studio collaborates closely with your team, aligning narrative tones and editorial standards to maintain authenticity. This holistic approach ensures your brand’s message resonates with the audience while retaining the publication’s distinctive credibility.

2. What advanced performance metrics can I access beyond clicks and impressions?

Beyond basic KPIs, FT can offer metrics like average engaged reading time, scroll depth, and qualified lead conversions. This granular data helps you refine content strategy and measure true audience engagement.

3. Can I create multi-phase campaigns that evolve with audience feedback?

Yes, FT encourages iterative content strategies, allowing you to refresh messaging, visuals, or formats as audience behavior insights emerge. This adaptive approach ensures your campaign remains timely, engaging, and maximizes ROI.

4. How can I integrate complex storytelling formats, like data visualizations or AR experiences?

FT’s in-house creative specialists can incorporate interactive charts, infographics, or immersive multimedia to enhance narrative depth. Such formats drive richer engagement and help your brand convey complex concepts with clarity and impact.

5. Can I leverage proprietary audience segments for hyper-targeted messaging?

FT offers advanced segmentation based on reader interests, seniority levels, and industry verticals. This precision targeting allows you to deliver content that resonates deeply with specific audience niches.

6. How does FT support integrated campaigns spanning print, digital, and events?

FT’s multi-platform ecosystem means your content can appear across all channels—print editions, newsletters, podcasts, and events. This synergy increases brand touchpoints and ensures consistent storytelling wherever your audience engages.

7. Can I measure brand lift and sentiment changes throughout the campaign?

Yes, working with FT often involves custom brand studies, sentiment tracking, and qualitative surveys. These insights help you understand if your message influences perception positively and refines future marketing efforts.

8. Are there benchmarks for how partner content typically performs in my industry?

FT can provide category-level benchmarks and historical case studies that contextualize your campaign’s performance. Comparing metrics against industry norms helps you set realistic expectations and identify areas for optimization.

9. Can I associate my brand with renowned FT journalists or columnists?

While editorial integrity is paramount, certain partnerships allow your brand to sponsor high-profile columns or interviews. This association can elevate brand status by aligning with respected voices in the business world.

10. How does FT ensure brand safety and protect against reputational risks?

FT’s editorial and content guidelines ensure stringent brand safety measures, with every piece undergoing rigorous review for compliance and credibility. This proactive oversight minimizes reputational risks and maintains an environment of trust.