A Haunting Wordle

I recently saw this ad for the movie A Haunting in Venice on the New York Times website. It stood out due to its interactivity, and ad quality. I found the display ad to be highly effective in capturing the audience’s attention and staying true to the Times’ brand. To better understand how the ad was delivered to me, I conducted a more detailed analysis. In this breakdown, I will discuss NY Times ad earnings and sales strategy, how the ad was targeted, and get into some of the audience data that makes the NY Times truly unique.

Advertising Placement

I wanted to learn about advertising at the New York Times, so I checked out their latest earnings report. As a public company, they report on their revenue, and advertising is a significant part of it. Here are a few details that stood out to me. The NY Times generates advertising revenue mainly through direct sales by its internal sales team. This means that advertisers can purchase a sponsorship or an exclusive placement that guarantees an ad will be shown. Advertising makes up 20% of the Times’ total revenue, and 62.7% of it comes from digital sources. Therefore, it’s understandable that the sales team would focus on selling premium inventory and creating unique solutions for advertisers.

Audience 

I was also able to uncover the New York Times’ media kit while researching this post. It provided valuable insights into their targeting capabilities. After reviewing the media kit, I noticed a few key points. The Times has an audience that would find this ad appealing, and they can target them using unique personas. Among digital readers, four out of five are passionate about culture and the arts. Plus, 64% of them recommend streaming content weekly to their friends. Therefore, If you want to reach high-end movie enthusiasts and create buzz, the Times is an excellent platform to do just that.

Targeting Capabilities

The property also has some interesting audience targets that I have yet to see before. They can engage in motivational targeting including ‘going on an outing’ and ‘watching something’. This is the type of targeting that you can’t get with a major ad platform like Google and is a unique value the New York Times can offer to an advertiser. With the depreciation of third-party data, the NY Times seems to be positioning itself well as a premium destination with its access to first-party information.

The Right Ad at the Right Place

Overall, the advertisement was a perfect match for the New York Times. It was probably purchased as a sponsorship, and the Times has a sales team specifically for creating custom purchases. Their audience is knowledgeable and informed, and not only enjoy entertainment but also share recommendations with others. Additionally, the advertiser likely received some goodwill by giving readers a mini-Wordle of the day included in the ad.

If you are unsure about which advertising option would be best for your brand, feel free to contact me. I can help you set up a strategy call to discuss and determine the most suitable advertising options for your company.