The New York Times Company Launches Ricochet, A New Social Media Advertising Program
"In the traditional advertising model, brands reach audiences through content; by contrast, using Ricochet, content reaches audiences through brands," said Michael Zimbalist, vice president, research & development operations, The New York Times Company. "As brands develop their own direct connections to audiences on their Web sites and through social media, Ricochet allows them to bring professionally produced content to those audiences surrounded by their own brand messaging."
"Through this service, we hope to develop deeper relationships and earn the attention and trust of our future customers by putting their information needs at the center of our marketing strategy," said Susan Popper, senior vice president, marketing communications & experience, SAP. "We immediately saw this opportunity as a unique and innovative approach to deliver the right content to the right audience through our own properties and channels, with the authoritative content of The New York Times, wrapped in our own brand messages."
"By blending paid, owned and earned media, Ricochet allows us to do something truly unique: enable the discovery of relevant content through SAP's social graph and marry it with the right message in the form of display advertising," said Asli Hamamci, director, digital strategy, Mindshare. "With this pilot, we are taking another step toward tomorrow's socially-led media world."
Ricochet operates in conjunction with Cascade, a proprietary data visualization tool that can monitor the sharing of content on Twitter. Cascade, which was also developed by the Times Company's R&D lab, allows the brand to visualize the Ricochet links as they are shared on Twitter and thereby gain additional insights such as which key influencers are driving traffic to the content, what those influencers are saying, and which hashtags, if any, they use.
The New York Times Company NYT -0.47% , a leading global, multimedia news and information company with 2011 revenues of $2.3 billion, includes The New York Times, the International Herald Tribune, The Boston Globe, NYTimes.com, BostonGlobe.com, Boston.com, About.com and related properties. The Company's core purpose is to enhance society by creating, collecting and distributing high-quality news, information and entertainment.