The New York Times’ Plan to Save the Banner Ad
Like many publications, The New York Times has a banner ad problem. The problem is this: the Web is littered with banners and new computer-driven methods of buying discrete audiences is putting even further pressure on the display ad market.
But unlike newfangled publications like BuzzFeed, the NYT isn’t giving up on the banner. In fact, it wants to reinvent it by giving it a heavy dose of the same tech savvy behind its recent pathbreaking interactive feature, “Snow Fall.”
Inside the NYT’s Idea Lab, a team of 10 works to save the banner ad. The lab itself is an offshoot