The New York Times drives performance with GenAI tool
The New York Times has launched BrandMatch, a granular generative AI tool to significantly boost campaign performance. This tool has driven an impressive 0.40% average click-through rate (CTR), outperforming the Times' previous averages. Brand lift increased by an average of 8.4%, while consideration and preference experienced a 3.1% lift. By leveraging vast datasets and AI-driven insights, the tool enables advertisers to create highly targeted and personalized content, connecting brands with audiences on a deeper level and achieving higher engagement and ROI.
Over the past three months, The New York Times has been using generative artificial intelligence to align a brand’s campaign message with the most relevant articles and interested audiences, executives told ADWEEK. And it’s seeing promising campaign results.
The gen-AI-powered ad tool, called BrandMatch, uses large language models to decode an advertiser’s brief, uncover more specific audience segments and match that brief to the most relevant articles to run ads against. The publisher would not share specifics about how it defines its audience.
“Premium and proprietary ad products like [BrandMatch] have contributed to the success of [our] ad business,” said Joy Robins, global chief advertising officer, New York Times Advertising. “It allows us to help solve for challenges that advertisers previously hadn’t had solutions for. How do we help them reach the perfect audience if you can’t define it with the existing targeting segments?”
The Times ran BrandMatch tests between April and June with six brands, including Paramount+ and Ferragamo, across the tech, finance and luxury sectors. These campaigns outperformed the publisher’s performance averages and benchmarks, netting an average click-through rate of 0.40%, while native display units saw an even higher CTR of 0.72%. The publisher said this was meaningfully higher compared to campaigns without using BrandMatch targeting. Brand lift increased by an average of 8.4%, while consideration and preference experienced a 3.1% lift.
See more at AdWeek.
