Targeting Ads Based on Mood
NYT’s nytDEMO launched perspective targeting, an ad product that allows advertisers to place ads based on the sentiment that the content is predicted to evoke . ESPN, USA Today, and Oracle’s Grapeshot have similar products too.
Available emotions include positive ones (optimistic, inspired, self-confident, amused, adventurous, in the mood to spend, love, interest, hope, happiness, nostalgic, indulgent, competitive, informed) and negative ones too (sadness, boredom, fear, hate). On whether the newsroom will be prodded for more emotional stories, NYT claims that it already produces many emotional stories. Furthermore, the ads are less privacy-intrusive.
Online Advertising is Ineffective
eBay paid $20m to MSN for sponsored links for people that searched for ‘eBay’. Consultants viewed it as a $245.6m return. Asked whether the ad clickers were going to use eBay anyway, the consultants invoked fancy math like Lagrange multipliers. When Prof. Tadelis halted Google ads on ‘eBay’, ‘shoes’, ‘shirts’ and ‘glassware’, the effect was insignificant. However, it’s not in the best interest of eBay’s marketers to know whether its campaigns are profitable.
Attribution to an ad is easy to measure. The question of incrementality, how many of those “conversions” would have happened anyway, is harder to answer. Google’s Ad division doesn’t seem to have convenient tools for determining incrementality.
The New York Times Sells Premium Ads Based on How an Article Makes You Feel. Rick Edmonds. https://www.poynter.org/business-work/2019/the-new-york-times-sells-premium-ads-based-on-how-an-article-makes-you-feel/ . Apr 10, 2019.
The New Dot Com Bubble is Here: It’s Called Online Advertising. Jesse Frederick; Maurits Martijn. https://thecorrespondent.com/100/the-new-dot-com-bubble-is-here-its-called-online-advertising/13228924500-22d5fd24 . Nov 6, 2019.
The New York Times Advertising & Marketing Solutions Group Introduces 'nytDEMO': A Cross-Functional Team Focused on Bringing Insights and Data Solutions to Brands. Danielle Rhoades Ha; Angela He. https://investors.nytco.com/news-and-events/press-releases/#data-item=The-New-York-Times-Advertising--Marketing-Solutions-Group-Introduces-nytDEMO-A-Cross-Functional-Team-Focused-on-Bringing-Insights-and-Data-Solutions-to-Brands . https://www.businesswire.com/news/home/20180215006028/en/ . Feb 15, 2018. Accessed Aug 30, 2021.
Project Feels: How USA Today, ESPN and The New York Times are targeting ads to mood. Lucia Moses. https://digiday.com/media/project-feels-usa-today-espn-new-york-times-targeting-ads-mood/ . Sep 19, 2018. Accessed Aug 30, 2021.
Want to improve your measurement? Get a grip on incrementality. Avinash Kaushick. https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/marketing-incrementality/) . Jan 1, 2021. Accessed Oct 14, 2021.
When Big Brands Stopped Spending On Digital Ads, Nothing Happened. Why? Augustine Fou. https://www.forbes.com/sites/augustinefou/2021/01/02/when-big-brands-stopped-spending-on-digital-ads-nothing-happened-why/ . Jan 2, 2021. Accessed Oct 14, 2021.