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TimesAction: advertiser segments and best practices


Introducing TimesAction

• Innovation made easier • Production made easier • Targeting made easier


Four Common Campaign Objectives

BRAND BUILDING

TRANSACTION DRIVING

EVENT DRIVEN

IGNITION PLANS


BRAND BUILDING O B J E C T I V E: D R I V E B R A N D AWA R E NE SS W I T H I M PA C T F U L C U S TO M E X E C UT I O N S

Best Practices

Successful Campaigns

• • • •

Make it custom Create social activation and sharing mechanisms Create cross-platform elements for all devices Large imagery

• • • •

Polo Ralph Lauren Samsung Mass Mutual Delta


BRAND BUILDING Custom Ad Opportunity TimesAction: Pleats

Large Imagery

Engaging Functionality

Create Social Activation and Sharing Mechanisms


TRANSACTION DRIVING O B J E C T I V E: D R I V E E N G A G E M E N T A N D B U I L D R O I

Best Practices

Successful Campaigns

In-banner e-commerce

In-banner app download

Enhanced ad metrics to track more than clicks

Social activation across the social web

• • •

MicroStrategy Charles Schwab Macy’s


TRANSACTION DRIVING Custom Ad Opportunity TimesAction: Store Kit

In-banner app download

Social activation across the social web


EVENT DRIVEN O B J E C T I V E: I N C I T E T I M E LY A C T I O N

Best Practices

Successful Campaigns

High-impact, short flights

Designed to complement expansive campaign

Precision buying

Clear call-to-action

• • •

Fox Searchlight AMC A&E


EVENT DRIVEN Custom Ad Opportunity TimesAction: Direct Coupon Download

Coupon is added directly to iPad Photo Stream

Clear Call-to-action


IGNITION PLANS O B J E C T I V E: M A X I M I Z E I M PA C T O N A M O D E S T B U D G E T / T I M EL I NE

Best Practices

• • • •

Simple, direct message Call-to-action for short buying cycle Flexibility with small budgets Easy-to-build units

Successful Campaigns

• • •

The Metropolitan Opera The Economist Syfy Channel


IGNITION PLANS Custom Ad Opportunity: TimesAction: Panorama

Simple Direct Message

Easy-to-build Unit


BRAND BUILDERS

TRANSACTION DRIVERS

EVENT DRIVEN

IGNITION PLANS


Additional TimesAction Custom Executions


Appendix


M O B I L E A D V E RT I SI N G …

Builds brands

Influences purchase decisions

Drives transactions

43% of consumers have researched a product because they saw a mobile ad about it

92% of tablet users seek out things like product reviews on their device, while another 72% use their smartphone for the same activity

21% of those surveyed said they purchased a product because of a mobile ad

75% of tablet users engage in purchase-related activity. For smartphone users, the number is 70%

24% of online shopping on Black Friday was from mobile and tablet combined (up from 6% in 2010)

Source: Mary Meeker Report on Mobile 2012


Four Easy Pieces: iPad Ad Units

Home Page & Section Front Ads

Article Half-Page Ad

Full-Page Interstitials

Size: 300x600; works in both portrait & landscape

Served on every other article page, excluding the first page of an article if it contains a photograph or multimedia

Sizes: - Portrait mode: 768x1024 - Landscape mode: 1024x768

Served between the first and second article views

Frequency cap: One per session

• •

Sizes: - Portrait mode: 738x90 - Landscape mode: 994x90 Served on every section front, e.g., Top News, Sports, Opinion Can be sold as a fixed placement

Animation: No more than a three-second load animation, no loops

Animation: No more than a three-second load animation, no loops

Video: No

Tap to Expand: Yes

Video: No

Run Online and Offline: Yes

Tap to Expand: Yes

Run Online and Offline: Yes

Video: Yes (6-second teaser, then engage to play more. Audio must be user-initiated)

Animation: Yes (6-second initial animation, then engage to play more)

Run Online and Offline: Online only

Tap to Expand Ad Unit • Sizes: - Portrait mode: 768x1024 - Landscape mode: 1024x768 •

Section front and article ads can tap to expand to this full-page ad unit

Video: Yes

Animation: Yes

Expandable ads can run in offline mode as well as online mode


I want to do something cool with my iPad ads…

Features: Gaming, Content Integration, Social Media

Feature: Tilt to Activate Ad

Feature: Tap to Animate

Example: Tilting the iPad allowed users to engage with Chase and “Tilt to Uncover Rewards”

Example: In this ad, a tap resulted in Chanel’s new luxury watch dissipating in water ripples and then reconstituting itself

Features: E-commerce, Webcasting

Features: E-Commerce, Video

Features: Expandable Ads, Video

Example: Polo created a “Magalog” with full e-commerce functionality as part of a one-month 100% SOV Takeover. Polo also webcast a live runway show within an ad unit

Example: Polo RL Gang with video narrated by Harry Connick, Jr. and integrated product catalog

Example: For Cleveland Clinic, clicking on an article page ad expanded the unit to a full-page ad, allowing the advertiser to feature multiple video assets

Example: We designed and built a custom unit for Samsung around a Valentine’s Day theme, with a matching game, New York Times articles, and ability to share love notes with friends

Feature: Click to Download an Advertiser’s iPad App Example: Microstrategy drives downloads of its iPad app by advertising on our news app

Feature: Create hotspots that allow user to explore product details Example: Sotheby’s International Realty incorporated multiple property listings within their ads


Smartphone Mobile Products – At a Glance Mobile Web

iPhone News App

Android News App

UNIQUES

9.2 million

2.8 million

460,000

29,000

SESSIONS

18.7 million

30.8 million

6.4 million

33 million

66.7 million

Geographic

US and non-US

Demographic

AD UNITS

PACKAGES

BlackBerry10 App

The Scoop iPhone App

Real Estate iPhone App

32,000

31,000

13,000

455,000

315,000

102,000

102,000

13 million

1.1 million

556,000

504,000

1.2 million

DMA, State, Regional and larger

No

No

No

No

No

No

No

No

No

No

No

No

Behavioral

No

No

No

No

No

No

No

Contextual

Section Targeting

Section Targeting

Section Targeting

No

No

No

No

Banner Specs

Banner 640x100 Expandable Banner 640x100 expands to 640x832

640x100

480x70

480x70

600x100

320x50

320x50

Full-Page Interstitials

640x832

640x1136

320x480

No

No

320x480

No

Rich Media

Video, Mapping, Slideshows, Panoramas, Social Media Integration, Texting & Emailing Capabilities, Device Orientation

Tapping, Tilting and Video

Tapping, Tilting and Video in expandable units

No

No

Tapping, Tilting and Video in expandable units

No

Daily Fixed Home Page Banner. Impressionbased packages

Daily Fixed Home Page Banner. Impressionbased packages

Daily Fixed Home Page Banner; Impressionbased packages

2 week or monthly 50-100% SOV packages

Monthly 100% SOV packages

Monthly 100% SOV packages available

Monthly 25% SOV packages

PAGE VIEWS

TARGETING

Windows 7.5 News App

Sources: Localytics, Flurry, iTunes Connect, Webtrends, Conmio, Pentaho, Ad Ops, Flipboard. May 2013. Updated August 6, 2013.


Tablet Products – At a Glance iPad Safari Browser

iPad News App

Android News App

The Collection iPad App

Windows 8 App and Bing Daily Channel

Flipboard

HTML5 Web App for iPad

NYT Web App UNIQUES

7.5 million

1.3 million

93,000

22,000

90,000

1.3 million

9,700

SESSIONS

16.6 million

14.1 million

979,000

68,000

263,000

n/a

101,000

PAGE VIEWS

47.2 million

72 million

1.8 million

830,000

645,000

21 million

997,000

Geographic

DMA targeting

U.S. & non-U.S.

No

No

No

No

No

Demographic

No

No

No

No

No

No

No

Behavioral

No

No

No

No

No

No

No

Contextual

Section Targeting

Section Targeting

No

No

No

No

No

Full-Page Interstitial

Landscape 1024x748 & Portrait 768x1004

Landscape 1024x768 & Portrait 768x1024

No

Landscape 1024x768

Landscape: 1024x748 Portrait: 768x1004

Specs vary across iPad, iPhone, and Android platforms

Landscape mode (1024x768); Portrait mode (768x1024)

Banner

Half-Page Ad (300x600), Synched Big Ad/Leaderboard (300x250 & 728x90), XXL Box (468x648 expands to 936x648), Pushdown (970x66 expands to 970x418)

Billboard (Landscape 994x90; Portrait 738x90), Half-Page Banner Ad (300x600)

Banner Ad (800x300, 1280x200)

Half-Page Ad (300x600), Short Article Page Ad (300x150)

Half-Page Ad (300x600)

No

Article Page Ad (704x200)

Any HTML5-Compatible Media

Expanding, Tapping, Tilting, Social Media Integration, Slideshow, Video (in full-page ads)

No

Expanding, Tapping, Tilting, Facebook & Twitter, Slideshow, Video (in full-page ads)

No

No

No

Impression-based packages

Impression-based packages, Daily Home Page Fixed Placemat, 100% SOV All Day Takeover

Impression-based packages

Monthly 25-50% SOV Packages

Monthly 50-100% SOV Packages

Monthly 40-80% SOV Packages

Monthly 100% SOV Packages

TARGETING

AD UNITS

Rich Media

PACKAGES

Sources: Sources: Localytics, Flurry, iTunes Connect, Webtrends, Conmio, Pentaho, Ad Ops , Flipboard. May 2013. Updated August 6, 2013


New York Times Media Kit