A new tool, unveiled at the NewFronts, will share those insights with advertisers
The New York Times is selling emotions to brands. Thanks to a tool it launched last year, the Times has used reader insights and machine learning to determine what its articles make readers feel, including happy, sad, hopeful and 15 other emotions.
The so-called “feels score” is then pitched to brands seeking to buy inventory near stories that make readers feel that particular emotion. Now, the Times is taking those insights one step further and determining readers’ potential motivations after reading the stories, executives touted at its sixth NewFronts presentation this morning, held at New York’s TheTimesCenter.
Those motivations could include planning for the future, splurging or wanting to learn more about the topic. The ability to target readers’ motivation will go live in the fourth quarter, said Allison Murphy, svp of ad innovation. Also coming soon is the ability to target a particular topic.
The Times can distinguish to advertisers a particular topic, such as a sports score versus a sports scandal or health content that is true medical treatment versus speculative. Protecting readers’ security, it’s a move toward “innovation instead of invasiveness,” Murphy said. Launching in the fall will also be a new product, called Campaign Scope, that shows deep insights into how campaigns performed, across sections and with those machine learning analytics.
Sara Jerde – Ad Week – April 29, 2019.