OLD Media Moves

Bloomberg Media launches campaign to boost subscriptions

October 8, 2020

Posted by Chris Roush

Bloomberg Media has launched its largest-to-date, multi-million dollar marketing campaign around its subscription product, reports Kayleigh Barber of Digiday.

Barber reports, “This campaign represents a 70% increase in Bloomberg’s marketing spend in the fourth quarter over the third quarter, according to the company.

“The campaign, called Inventing Possibilities, includes a 30-second commercial spot that was created specifically for OTT platforms like Hulu, Amazon Fire and YouTube TV, as well as social media. It will run globally.

“In March, several publishers found that despite lifting their paywalls on select coronavirus-related content, their digital subscription businesses were booming.

“Digiday reported at that time that Bloomberg had a daily increase of subscribers that was three times as high as usual. Since then, there has been a decrease in new subscribers, but the total number of active subscribers in September was still up 131% over last September and total year-to-date subscription revenue was up 142% over the same period last year.”

Read more here.

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