The New York Times is expanding its emotion-based ad targeting, and it's aggressively building up its first-party data to make its ads more precise.
and Apple's anti-tracking initiative is forcing marketers to find new ways to personalize ads to people.
Murphy said the Times has run more than 50 campaigns using Project Feels since introducing it in 2018, including ones for social responsibility and movie releases. According to Murphy, ads using this filter have gotten a 40% higher click-through rate than the average Times campaign., the Times ran online surveys asking readers to read a Times article, then select from multiple choices which emotions it made them feel, like boredom, fear, hope, and sadness.
The Times audience segments are built using data including how frequently Times readers visit a given section. But the Times wants to build its first-party data to make its targeting more accurate, by getting people to log in and also surveying them about their industry, salary range, and job level. The idea is that if the message is more relevant, it will work better.
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