'New York Times Advertising Launches BrandMatch Out Of Beta; The New Gen-AI Powered Ad Targeting Solution Provides Advertisers With Expanded And Enhanced Ad Campaign Targeting.' - NYT
'New York Times Advertising Launches BrandMatch Out Of Beta; The New Gen-AI Powered Ad Targeting Solution Provides Advertisers With Expanded And Enhanced Ad Campaign Targeting.' - NYT
Today, New York Times Advertising is offering early access to BrandMatch, its GenAI-powered targeting solution that provides a new way to match a brand's message with the most relevant articles and the most interested audiences.
今天，纽约时报广告推出了BrandMatch，这是它基于GenAI技术的定向解决方案，提供了一种将品牌信息与最相关的文章和最感兴趣的受众匹配的新方式。
Earlier in 2024, New York Times Advertising announced this new experimental advertising tool and ran a beta test with six notable brands across tech, finance, luxury and other categories. Results from the beta test showcased BrandMatch's enhanced capabilities and successful applications for advertising campaigns, leading to the tool's launch this summer.
在2024年早些时候，纽约时报广告公司宣布了这个新的实验性广告工具，并与六个知名品牌在科技、金融、奢侈品和其他类别中进行了测试。测试结果展示了BrandMatch的增强功能和成功的广告运营应用，从而导致了该工具在今年夏天的推出。
BrandMatch works by building personalized targeting segments for every ad campaign, capturing the nuances of a brand and its audience. With this new tool, advertisers can provide their existing marketing briefs, which BrandMatch uses to build personalized ad targeting segments based on relevant articles and the audiences that most engage with those articles.
BrandMatch通过为每个广告活动构建个性化定位段来捕捉品牌和其受众的细微差别。借助这个新工具，广告商可以提供他们现有的营销简报，BrandMatch将利用这些简报构建基于相关文章和大多与这些文章相关的受众的个性化广告定位段。
"We are thrilled to officially debut BrandMatch and make it available to even more brands and advertisers," said Joy Robins, global chief advertising officer of The New York Times Company. "This evolved offering empowers us to better serve advertiser needs, deliver incredible performance, and opens up a broader variety of use cases at a level of sophistication and granularity that is currently unmatched in today's industry."
“我们非常高兴正式推出BrandMatch，并为更多品牌和广告商提供此服务，”纽约时报公司全球首席广告官Joy Robins表示。“这项进化的服务使我们能够更好地服务于广告商的需求，提供令人难以置信的表现，并为当前行业中尚未达到的复杂程度和细粒度提供了更广泛的使用情况。”
BrandMatch provides a solution to a common challenge that marketers face: how to reach specific target audiences as described in their briefs when traditional targeting can only offer a predefined menu of targeting criteria to choose from. BrandMatch joins a lineup of New York Times Advertising's first-party targeting solutions, including more than 200 audience segments, interest based targeting and contextual solutions like emotion based targeting. The new tool works in a different way than existing ad targeting models, automatically interpreting a brief and matching it with the most relevant context and audiences.
BrandMatch提供了针对营销人员所面临的一个常见挑战的解决方案：如何在传统定位仅能提供预定义菜单的选择条件时，按照他们的简报到达特定的目标受众。BrandMatch加入了纽约时报广告的第一方定位解决方案系列，包括200多个受众细分、基于兴趣的定位和情感定向等上下文解决方案。这个新工具与现有的广告定位模型的工作方式不同，可以自动解释简报，并与最相关的上下文和受众相匹配。
New York Times Advertising plans to incorporate their new BrandMatch targeting solution in mid to late September with plans to significantly expand the number of advertisers utilizing the product throughout Q4 2024 and into 2025.
纽约时报广告公司计划在九月中到晚期将其新的BrandMatch定向解决方案纳入计划，计划在2024年第四季度和2025年让更多的广告商使用该产品。