Table of Contents
About New York Times
New York Times (NYT) has been continuously published since 18th September 1851.It was found by The New York Times Company and started its functioning in the US.The number of prizes that NYT received is a matter of price for the channel and matter of envy for competition.
The magazine aims to deliver valuation information to readers along with news. Following the requirements of consumers, NYT developed multiple platforms and properties to provide its readers with quality experiences including the virtual reality app for Android with Google Cardboard.
To keep pace with the changing times and also to continue its supremacy in its field, NYT has experimented with different ad models.The main objective was to find a solution that finds and satisfies readers’ experiences and also keep an eye on its bottle line.It is in this direction that NYT team developed “Flex Frames’ in September 2015.As a natural extension to Flex Frames, NYT team associated with other teams to explain their flex frame offering.
The New York Times’ Native Video Advertising on DoubleClick
DoubleClick is a development over Flex Frames offering.Flex Frames was taking a huge amount of time (because each layout required handholding) for compiling the right creative from components – image, headline, copy etc. – and DoubleClick automatically does this process thereby saving the huge amount of time.With the latest technology of DoubleClick, NYT team created a library of native styles.NYT strongly believed that serving the audience a piece of video advertising rather than a photo story will serve the purpose of a reader is he is more likely to watch video content than view photos in a carousel.NYT team saw a six-fold increase in CTR with 4X more viewable impressions with its scaled approach to delivering native ads relevant to a user’s interest and context and contribution of DoubleClick can’t ignore.NYT is planning to make Flex Frames available to programmatic buyers (in association with DoubleClick).
The New York Times Native Video Advertising Success
The success of the native video advertising can’t be understated and it proved with the fact the native video advertising is the most popular format on social media and 83% of ads are native.
However, native video advertising comes at a cost which is a barrier. Video advertising gave the fact that the up-front costs of native video are very high (almost more than double than the cost of typical cost per view).Here the good news is that study conducted by Nielsen indicated that brands are going to benefit from native content because pre-roll ads typically generate 2.1% brand lift for advertisers whereas native ads generate 82% brand lift.This phenomenal difference in brand lifting will ensure that the high cost of a native video Ad automatically compensated.
Coming to NYT, it observed that its readers are spending roughly as much time on paid posts as editorial content. It is a clear indication of the success of native advertising.For example, NYT has been able to get 200,000 clicks for a United Airlines interactive graphic which showed how far athletes travelled to compete at Sohi. clicks rate was well above the average editorial article.
Another interesting point to note here is another report that stated that just 24% of people scrolled down the page on the sponsored content in comparison to 71% for traditional content.
How native video advertising is going to impact social media is a big question.The New York Times’ success is a win for proponents of branded content transparency as native video advertising depends on content transparency. So far, it appears that native video advertising is paying off.
New York Times is the only one which has the reputation of branding on Native Video Advertising and it has shown it’s capability of unbreakable success.