The New York Times Electronic Media Co launched its first trade advertising
campaign for the Times’s Web site, detailing how the
site’s advertising model delivers highly targeted one-to-one online
advertising.
“The demographic information provided to us by over seven million registered
users, coupled with state-of-the-art software to manage this data, allows us
to offer advertisers an extraordinary targeting capability not found anywhere
else on the Internet,” said Martin Nisenholtz, president of The New York
Times Electronic Media Co.
“This new campaign marks the first time we are publicly talking about what
has taken us years to develop and what we believe to be the model on which
online advertising will be based in the future.”
The national print and online campaign explains how advertisers on The New
York Times site can achieve quantifiable results through the use of the
site’s Decision Support System (DSS). Using a proprietary version of Real
Media’s Open AdStream, DSS allows advertisers to target ads to specific
profiles culled from the site’s database of more than seven million
registered users. DSS stores data anonymously across five dimensions
including user-supplied demographics, content behavior, technographics,
transactions and ad/promo responses.
The Wall Street Journal is doing something similar; click here to see an earlier story on WSJ.com
The new campaign was created by Boston-based PARTNERS & Simons Inc. It will
break in various national advertising and technology print trade publications
beginning April 12, and will run during the spring of 1999. Spending was not
disclosed.
