纽约时报做原生广告的四个特点

new york timesMeredith Kopit Levien是纽约时报负责销售的EVP,今年7月从福布斯跳到纽约时报,她身上肩负的重大任务就是将纽约时报的广告提升。接手前三个月就体会到了纽约时报的情况紧急,第三季度纽约时报在线广告同比下滑3%,平媒广告下滑2%。老东家福布斯以原生广告(Native Advertising)闻名,甚至销售收入的20%都来自原生广告。于是Meredith自然而然也就在纽约时报开始推广原生广告。

明年初纽约时报将改版,我最关注的就是这个原生广告模块,在一次访谈中,Meredith将纽约时报原生广告平台的四个特点如下(中文是我理解的大白话):

1. 网站上编辑内容和广告会清晰标注

discoverability for marketers’ content and stories on our site in a manner that is consistent with how other editorial stories are discovered on our site fully and transparently labeled as coming from a marketer;

2. 广告主可以使用一系列讲故事的工具,营销者也可以使用类似“雪崩”作品中使用的多媒体延续页面(类似将CMS开放给客户)

a new set of storytelling tools and continuously scrolling multimedia storytelling pages like what I showed you with Snow Fall that can be used by marketers;

3. 通过实时引擎,营销者可以清楚看到页面当下重点,以及一系列后台工具监测内容如何在社交媒体传播,营销如何优化。 (CMS开放的延伸)

a real-time engine so marketers can understand what’s going on on our site and what actually matters in the news at that moment and a set of social amplification dashboards so marketers can understand how that content travels out across the social web so that we and the marketers can optimize with it;

4. 成立内容工作室确保最高质量的文章质量,工作室属于商务部门,与编辑部分开。

and also a full content studio bringing in storytelling talent of our own that sits separate — entirely separate — from our newsroom and works on the commercial side of that organization to help ensure that the stories being told on the Times — just like that Putin story, just like a story by Maureen Dowd or Tom Friedman tells — is of the highest quality possible.

 

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