Ad.apt Turns Bloomberg´s Unique Data into Advertising Revenue
2019 Finalist

Ad.apt Turns Bloomberg´s Unique Data into Advertising Revenue

Bloomberg Media

New York, United States

Category Advertising Sales and Retention

Overview of this campaign

In July 2018, Bloomberg Media launched ad.apt, an innovative ad solution breaking new ground in display advertising. Leveraging Bloomberg’s unique data, content and design footprint, ad.apt enables Bloomberg to convert a simple set of brand elements into a multitude of high-impact, natively designed formats that are premium yet turn-key.  


In an ever-changing digital environment, the advertising industry is shifting to deliver a single cross-screen ad solution. ad.apt optimizes impact without extra lift by dynamically assembling assets to flow onto any screen and any device. ad.apt delivers a range of user experiences featuring video, data and content that can all be switched on with a single set of streamlined brand assets. Advertisers only need to submit a headline, subhead, logo, brand images, video and a call to action, and the final experience is built dynamically in-house.


ad.apt is fully scalable across all of Bloomberg Media Group’s global properties and meets the growing need for ad optimization based on content, audience and distribution performance while remaining sensitive to editorial context and brand safety.


The dynamic elements of ad.apt include:


  • ad.apt data: Integrates Bloomberg’s relevant data intelligence with a brand’s story, providing real-time information to Bloomberg users as they engage with market-moving news

  • ad.apt story: Engages Bloomberg audiences with content that inspires and informs, by aligning with select Bloomberg topics or showcasing custom brand narratives

  • ad.apt play: Highlights brand videos that are shared cinematically at scale, across screens

  • ad.apt brand: Designed to deliver maximum brand impact with minimum brand resources


Utilizing the full ad.apt product suite allows brands to optimize user experiences to achieve specific performance goals, from awareness and understanding to interaction, engagement and more.

Results for this campaign

In 2018, Bloomberg Media’s innovative ad revenue grew by 44% year over year, driven no small part by ad.apt adoption. Since ad.apt launched in July, it has become one of Bloomberg Media's top three revenue producers for the Innovative Ad Product team, generating more than 20% of 2018 innovative ad product revenue.

Bloomberg Media continues to see strong demand in ad experiences that create native utility to the Bloomberg user and, consequently, deeper engagement.


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