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
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