'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
"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."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，紐約時報廣告推出了BrandMatch，這是它基於GenAI技術的定向解決方案，提供了一種將品牌信息與最相關的文章和最感興趣的受衆匹配的新方式。
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年早些時候，紐約時報廣告公司宣佈了這個新的實驗性廣告工具，並與六個知名品牌在科技、金融、奢侈品和其他類別中進行了測試。測試結果展示了BrandMatch的增強功能和成功的廣告運營應用，從而導致了該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通過爲每個廣告活動構建個性化定位段來捕捉品牌和其受衆的細微差別。藉助這個新工具，廣告商可以提供他們現有的營銷簡報，BrandMatch將利用這些簡報構建基於相關文章和大多與這些文章相關的受衆的個性化廣告定位段。
"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."
“我們非常高興正式推出BrandMatch，併爲更多品牌和廣告商提供此服務，”紐約時報公司全球首席廣告官Joy Robins表示。“這項進化的服務使我們能夠更好地服務於廣告商的需求，提供令人難以置信的表現，併爲當前行業中尚未達到的複雜程度和細粒度提供了更廣泛的使用情況。”
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提供了針對營銷人員所面臨的一個常見挑戰的解決方案：如何在傳統定位僅能提供預定義菜單的選擇條件時，按照他們的簡報到達特定的目標受衆。BrandMatch加入了紐約時報廣告的第一方定位解決方案系列，包括200多個受衆細分、基於興趣的定位和情感定向等上下文解決方案。這個新工具與現有的廣告定位模型的工作方式不同，可以自動解釋簡報，並與最相關的上下文和受衆相匹配。
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.
紐約時報廣告公司計劃在九月中到晚期將其新的BrandMatch定向解決方案納入計劃，計劃在2024年第四季度和2025年讓更多的廣告商使用該產品。