Starting this fall, NYT readers may be approached at just the right moments with information that is not limited to news, but includes ads as well.
It was in early spring that I heard Arthur Ochs Sulzberger, Jr., publisher of The New York Times, mention that one of the most important tasks his newsroom faces is that of knowing at what specific time of the day a certain story should be posted. So this is a continuation of what has already succeeded in the newsroom, the concept of moment-based targeting. Now advertising borrows a similar template.
This, as I have mentioned , is an excellent approach to challenging traditional notions of frequency. It is the NYT’s way of saying: we are not in the business of tomorrow’s newspaper, but in a constantly evolving multi platform world where mobile seems to be protagonist.
With the new mobile advertising, called Mobile Moments, available on The Times’s core smartphone apps and mobile web, the Times will better integrate into the reader experience and more relevant to time of day.
This is also a way of integrating editorial strategies of accommodating content to what we know of the user’s experience and how she uses our various platforms.
Another example of mobile transforming how we tell stories, and anticipating how advertising and editorial tie a tighter know along the way.
We will keep an eye on Mobile Moments. We like the name. We like the concept of moment-based targeting.
Of related interest
Frequency: publishing in the now and later mode
http://garciamedia.com/blog/frequency_publishing_in_the_now_and_later_mode
The question of frequency for newspapers
http://www.garciamedia.com/blog/the_question_of_frequency_for_newspapers
It's all about frequency of publication
http://www.garciamedia.com/blog/pits_all_about_frequency_of_publication_p1
