Project Brief

Newsletters--as a desirable marketing vehicle, a scaled digital format employed by NYT to deliver both core and standalone content to users, and a strategically important area of investment--should be driving more ad revenue for The New York Times. However, our primary offering, consisting of standard display advertising, is outdated and not premium from either the point of view of marketers or users. Many of our competitors’ have more compelling offerings.

Impact

A suite of thoughtfully designed templated ad formats address a wide range of marketing needs, combininf both text and visual elements. This solution is flexible across various ad categories, from media to finance to luxury—and features a scalable, efficient pitch-to-pay process. 85% of subscribers say the native ads captured their attention and nearly as many agreed it inspired them to learn more about the advertised product.

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