The Guardian
UK’s Biggest Online Newspaper Extends Worldwide Digital Reach With Mobile IQ
With an audience of over 12 million people every month through its network of websites, the award-winning guardian.co.uk is viewed as one of the world’s leading online newspapers. With a philosophy of embracing the web and all its publishing possibilities, the Guardian is constantly seeking new, improved ways to deliver news to its audience and provide innovative advertising solutions for clients. To this end they sought to reinvigorate their mobile offering with the help of Mobile IQ.
The Guardian wanted to establish itself as a main player in the mobile market, with a compelling direct-to-consumer site that would enhance the newspaper’s reach and influence. In the current economic climate, it was also essential to at least break even in the first year. With Fabric, Mobile IQ provided a complete mobile technology solution that allowed the Guardian to deliver on those objectives.
Mobile IQ have provided a flexible and successful revenue model allowing the Guardian to selectively use multiple ad providers – including targeted Google text advertising – as well as deliver their own ad campaigns and micro-site sales. The site has been promoted online, in newspapers, through shortcode marketing and auto-redirects. Use of Fabric has allowed the Guardian to measure the relative success of each of those promotional methods so this marketing strategy can be continually fine-tuned.
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