Future’s technology brands – including TechRadar, T3 and Gizmodo UK - deliver 22+ million technology enthusiasts globally each month, and more than five million in the UK. Future’s access to this tech-savvy audience and its ability to co-create best-in-class digital and video content will enable Carphone Warehouse to reach consumers in the period of consideration prior to upgrading their smartphone, says the company.
Research indicates that consumers take up to three months to review options for their next handset purchase. Carphone Warehouse required a media partner and multi-platform content which would let them reach consumers early in this consideration phase and provide them with engaging and helpful information.
The partnership will involve the creation of a ‘Smart Choice’ content destination within TechRadar offering compelling and in-depth information, including rapid answers to questions from consumers researching their next handset. ‘Smart Choice’ also includes integrated video content in partnership with Carphone Warehouse video agency Adjust Your Set. T3 and Gizmodo are also integrated into the partnership, with activity driving digital reach among Future’s valuable technology audience.
The six month partnership was created by Future and Carphone Warehouse media agency m/SIX, and launches this week.
Stuart Staves, Advertising Director, Future Technology Group, says: “Carphone Warehouse chose us because of our market-leading Tech brands and credentials. TechRadar, T3 and Gizmodo each month produce more mobile content than any other publisher, capturing 1.4 million consumers searching for trustworthy advice. Once video is added, we have the journey of consideration and research fully covered.”
Future’s Head of Commercial Strategy & Insight Natalie Rea adds: “Carphone Warehouse needed a strategy and media partner that would allow them to capture consumers early in the consideration phase, securing their retailer preference. Smart Choice provides the perfect solution for Carphone Warehouse to position itself to reach consumers before they’ve decided on an upgrade. It is the definition of a strong content partnership."
Richard Bailey, Online Marketing Executive, Carphone Warehouse: “Our analytics indicate that Future’s properties are prominent in the early phases of the research journey. We wanted to be more considered within these stages by offering expert advice. This partnership is the perfect solution to accessing the right audience, at the right time with the right messaging.”
