New York Times Put Programmatic On Pause In Europe: Jay Glogovsky explains

COLOGNE — When Europe’s new GDPR consumer data law came in to effect on May 24, introducing new limits on how companies could process and target using consumers’ data, it caused a big drop-off in the amount of advertising being bought programmatically. Sharp eyes noticed that programmatic ad demand volume dropped by up to 40%, […]

 

The New York Times Uses Readers’ Emotions To Target Ads

In a world of data, where is the emotion? Over the last few years at Beet.TV, we have reported on several new approaches to ad targeting that ask that same question. In one of the most notable, Unruly Media’s system indexes web video by emotion – like “exhilarating”, “sexy” and “cool” – so that advertisers can […]

 

Podcasts Expand New York Times Content Ambitions as Marketers Follow

When The New York Times launched its The Daily podcast a year ago, it had its share of skeptics. Well, they’re not skeptical anymore. Pitching its content to ad buyers at this week’s NewFronts event in New York, The New Times reported the daily audio show, which is also extending to radio, clocks between two and […]

 

New York Times’ Tomich Puts Newsroom In Brand Content Driving Seat

In the three years since it was formed, The New York Times’ sponsored content production agency T Brand Studio has made plenty of custom creative work for clients – now it wants to more tightly integrate its newsroom with the offering. “The big shift this year was… if you look back at the the last three […]

 

AT&T’s Household, Device Identifiers Key To Cross-Screen Targeting: Mediavest | Spark’s Bokor

Being able to cap the frequency of ad delivery across multiple screens is a big desire among advertisers. It’s also why AT&T’s DIRECTV-U-verse-AT&T Wireless cross-screen addressable offering is “very intriguing,” according to Jonathan Bokor, SVP, Director of Advanced Media at Mediavest | Spark. “AT&T has taken the lead and I think they’re probably the best […]

 

The New York Times Will Make Money with Virtual Reality in 2016, Mark Thompson

LAS VEGAS — It’s no Oculus Rift, and it costs about 40 times less – but Google’s cardboard virtual reality headset has given The New York Times a runway to a VR future. Now the publisher plans to put branded content, as well as high-impact editorial, inside this new world. For its new NYT VR app, the […]

 

Learning To Love, And Solve, Ad Land’s ‘Measurement Crisis’

So many media, so many metrics. The job of a marketer has become fragmented indeed. No sooner has one new metric been cooked up, it seems another sprouts up, making measurement like whack-a-mole for many executives. Should the industry embrace the chaos, or shoot for a single, all-encompassing success metric? “We’ve been in the midst of […]

 

Is It Time Ad Land Refocused From Data To Creative?

Data, data everywhere. The modern marketer has copious data sources at her fingertips to plan, buy and assess online advertising. Amid the conversion of Mad Men in to Maths Men, it feels like “data” is the only game in town. But are we beginning to witness a counter-revolution, a return to the roots of Madison […]

 

To Fend Off Fraud Robots, Buy Ads Direct: NYT’s Zimbalist

The sky is falling in ad land thanks to a combination of threats including non-human traffic, the practice in which nefarious publisher sites game ad views to reap revenue. But don’t paint all publishers with the same brush, says New York Times ad products SVP Michael Zimbalist. He notes a recent Association of National Advertising study that found […]

 

Social News Distribution At NYT’s Forefront: Poorsattar

FORT LAUDERDALE — The New York Times wants to make a bigger deal out of getting its stories out to users of social networks. Last year’s leaked NYT Innovation Report flagged challenges with building audience using social, including insufficient use of Twitter by reporters and a Facebook account being run by commercial, not editorial, staff. […]

 

Native & Social, Not Search, Hold Mobile Key: NYT’s Zimbalist

LAS VEGAS — The New York Times wants to make a big deal out of crafting sponsored articles for advertisers on mobile. “Native is the ad format for mobile … discoverable in-stream right alongside our own content,” says ad products SVP Michael Zimbalist. “We see a big opportunity for The New York Times and for […]

 

The New York Times Finds Success with Native Video Advertising

LAS VEGAS — The New York Times has intrigued many with sponsored articles it has run under the “Paid Posts” scheme it launched in 2014. Now it is finding that branded articles carrying video are consumed most. “A lot of our best-performing stories have had video as part of them; many of them are multi-media,” Times […]

 

NYT’s Carr: Amid Fragmentation, Sport Is TV’s Trump Card

LAS VEGAS — Always ready with an insightful view on the state of modern media, New York Times media columnist David Carr tells Beet.TV over-the-top TV services are further fragmenting the landscape – and that makes live sports more valuable. “The (cable) bundles started to become unbundled last year,” he says in this video interview […]

 

Prohaska: Programmatic Must Give Video Buyers Price Control

SAN FRANCISCO — So much greater are video ad prices compared with standard display, there is a more pressing need to inject programmatic platforms with price control mechanisms, if video advertisers are to adopt the mechanisms, says one programmatic expert. “There’s such a limited quantity of video … there hasn’t been the need to have […]

 

New York Times CEO Mark Thompson: Finding an Upside with Custom Ad Solutions & New Paid Services

LONDON — The New York Times must halt its digital advertising decline as a priority, says CEO Mark Thompson in this interview with Beet.TV Advertising, which historically has only ever grown since digital media are themselves growing platforms, fell again by a small amount during the publisher’s last quarter. “We are absolutely determined to get […]

 

New York Times to Debut Video ‘Channel’ Slate at NewFronts

The New York Times is organizing its video operation into topic channels and  will soon make them available across its site, on Apps,  via connected TV’s  and other devices.  This new offering will debut at the upcoming Digital Content NewFronts (4/28 – 5/2) where The Times will present for the first time, says Rebecca Howard, […]

 

New York Times Plans Branded Content In Video

VIEQUES, PR — The New York Times’ recent website redesign introduced sponsored articles from brands like Dell. Next up, the paper plans to let marketers reach viewers of its video content. “A brand could sponsor one of our bigger editorial offerings – Dealbook or Bits, 36 Hours, Corner Office,” says NYT video GM Rebecca Howard. “Those […]

 

GroupM’s Rob Norman: For Content Marketing, Context Is King

VIEQUES, PR — Everyone’s talking about “content marketing”, “native advertising” or “branded content” – the hybridization of editorial and marketing materials in to a single content type of mutual benefit to publishers and brands. That’s forcing the ad agencies to offer their services in these spaces. But, for agencies as used to the traditional church-and-state […]

 

NYT’s Zimbalist: Redesigned Site Wants Sophisticated Paid Posts

LAS VEGAS — The New York Times’ web redesign on Wednesday opened the site up to paid articles from sponsors – but a distinction will always be clear and the publisher wants only “sophisticated” examples of the format including video, the exec in charge tells Beet.TV. “We are going to give marketers a platform to […]

 

NYT’s Prohaska: Programmatic And Conventional Ads Can Co-Exist

The programmatic ad-targeting techniques that are making waves in display advertising are commonly associated with low-value ad inventory. But The New York Times, a top-tier publisher which started selling some of its ads programmatically in May, doesn’t see it that way. “We’re set up a little differently from a lot of other publishers,” the Times’ […]

 
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