The New York Times - Advertising - Online Audience Targeting

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Audience Targeting

Target your Ideal Audience

As the #1 reaching newspaper site on the Web, NYTimes.com has an extensive database of reader-supplied information. Through reader surveys and registration data analysis, we can offer you access to your ideal audience.

Main Types of Targeting on NYTimes.com:

Contextual
Behavioral
Registration Based/Demographic
IP-Based Company Information
Geographic

Contextual Targeting

Here is an ideal way to ensure that your advertisement is placed against relevant content that influential readers rely on - the most trusted content on the Web. This is one cornerstone of most NYTimes.com buys.

Most popular content sections on NYTimes.com:

Arts
Books
Business
Technology
Movies
Travel
Health
Sports
Education
Washington
Dining & Wine
Home & Garden
Fashion & Style
Magazine
T Magazine
National News
International News
New York Region
Science

Behavioral Targeting

This offers you the ability to reach niche audiences based on readers' demonstrated interest wherever they are on NYTimes.com. By utilizing this premium-targeting tool, you can exponentially increase the number of opportunities to reach your niche audience. Experience more efficient use of marketing budgets, expanded ad placement opportunities and increased media impact and effectiveness.

How it works:
NYTimes.com collects anonymous data on user behavior on the site. We can track broad behaviors - like visits to particular sections - and narrow ones - like reading about a particular topic or demonstrated interest in luxury real estate. With this data, interest segments are built which can be a key component of a plan running on NYTimes.com.

Registration Based/Demographic Targeting

Data is captured from NYTimes.com users upon free site registration, allowing you to segment our readers and serve ads to them based on demographic, geographic and professional information.

Demographic Information can be captured by:

Gender
HHI
Age
Country
Job Title
Industry
Company Size

IP-Based Company Information

Through information gleaned from visit IPs we can target against Industry and Fortune 500 or FTSE ranking. This allows for very narrow targeting of any visitor to the NYTimes.com site, whether that user is registered with us or not.

Geographic Targeting

We can track readers by IP address or registration data to know accurately where they are coming from throughout the US as well as the world. Within the US you can target to the DMA, State or regional level, and outside the US to the country level.