Category:Technical Innovation Of The Year
The Telegraph needed to bridge the gap between 163 years’ heritage of delivering high quality, trusted journalism, and today’s digital age - where news is read on-the-move and in a snap: in social, on mobile and online.
The Telegraph have a vast digital audience passively consuming content. These ‘sleep readers’ are frequently consuming Telegraph content, but not actively seeking The Telegraph. They come from third party platforms including social and search and often, are not even aware it’s Telegraph content they’re reading. They believe The Telegraph is not a relevant brand for them, and so are not consciously choosing to come to site. A revolutionary initiative was required to combat this trend.