The Financial Times is bolstering its FT² content marketing proposition with updates to its Paid Post ad format, offering animated graphics and videos, as well as insights from the newspaper’s own audience consumption data.

The format, launched with a campaign for BP, is designed to work seamlessly cross-device, appearing for the first time across the full width of the screen in a first, with client-voiced articles complemented by animated graphs and videos. The posts will be marked as ‘paid for’.

“As we reach peak content, simply producing and posting well-written and relevant features is no longer enough to engage audiences,” said BP UK and group brand manager Mark Rose. “The way the content is presented is becoming just as important. The new paid post feature from the FT allows us to achieve both.”

The new format is supported by data analytics, informing content and allowing the commercial team to assess the performance and engagement of each piece of content on all devices, allowing real-time adjustment. The approach has increased active engagement time by 123% and click through rate by 30% since the introduction of Paid Posts in October 2015.

“This evolution of our Paid Posts offering helps to reinforce our position as producers of high quality content for a C-Suite and high-net-worth audience. The integration of data and analytics capabilities throughout the campaign allows better targeting and a positive experience for the reader,” added FT content activation director Alexis Jarman.