Millennial Media Opps: The New York Times introduces new tagline (Score 42)

Sales lead: Reach out now to offer last-minute campaign ad space. 

• The New York Times (NYT) recently launched a campaign with the tagline "More of life brought to life." 
• The campaign includes three spots that will be supported across broadcast, online video, CTV, social media, and digital. 
• The ads will run through July. 
• NYT worked with its creative AOR, Droga5, on the campaign. 

Recent DM shifts:

• Mohit Lohia joined as SVP & head of digital advertising in August 2022.
  • Lohia most recently served as GM of sponsored ads at Amazon.
• Joy Bai joined as SVP & head of audience/engagement insights in September 2022. 
  • Bai most recently served as analytics director at Twitter. 

Target demographic: Millennials

The company will likely:

• Ramp up ad spend throughout the campaign
• Increase promotional activity
• Seek new agency partners (recent hires)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: NYT spent nearly $216.5k on national TV ads YTD, a significant decrease from $4.1m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped 31% from $8.6m in 2021 to $5.9m in 2022. 
• Ad programming: It placed ads during programming such as Late Night With Seth Meyers, The Tonight Show Starring Jimmy Fallon, Jimmy Kimmel Live, Chopped, and Modern Family. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: NYT spent nearly $29.5m on digital display ads YTD, a huge increase from $9.9m spent in this channel during the same time period of 2022. 
• YTD data: 4b impressions via Instagram (50%), Facebook (46%), YouTube (3%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend dropped by 39% from $67m in 2021 to $40.7m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, twitter.com, and cnn.com. It placed 1% of these ads indirectly through Display & Video 360 and Google AdX+AdSense onto sites such as zillow.com, cooking.nytimes.com, aol.com, weather.com, and britannica.com. 

Additional channel insights  

• Vivvix: NYT also utilizes OOH, radio, and local broadcast. 
• Top podcasts sponsored: The Daily, The Ben Shapiro Show, Fresh Air, The Bill Simmons Podcast, and History Extra Podcast. 

Agency analysis:

• Opportunity: Contact NYT's DMs to see if it needs any more assistance. 
• Current roster:
  • Droga5: creative AOR
  • Kepler Group: media AOR
  • Thinkso Creative: digital