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What marketers should know about native ads from The New York Times

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On Wednesday, The New York Times launched its first wave of native ads on its freshly-revamped website. But according to industry and consumer reactions to the arrival of native ads, few can tell what all the hullabaloo is about.

“While the site redesign itself is attractive and will likely prove endearing to longtime readers of The New York Times,” NativeMobile reported this week, “the presence of native ads on the site is far from controversial. In fact, the first readers to check out the refresh say it’s hard to understand what all the fuss has been about in recent weeks.”

With native ads clearly labeled on the site, critics are no longer fired up about the prospect of native ads tricking consumers into thinking they’re readying editorial content on the Times' front page.

The first advertiser to participate in the native ad program is computer manufacturer Dell. The three-month campaign also includes banner ads and will reportedly cost Dell six-figures.

With the controversy fast subsiding, the industry at large is now focusing on the business model of and marketing strategy behind the presence of native advertising at The New York Times. To That end, AdAge has put together a list of five things they think marketers should know about The New York Times’ new native ads program.

  1. The New York Times advertising department pitched story ideas to Dell. Dell approved the ideas that paper subsequently contracted out to freelance writers.
  1. Dell's posts will rotate throughout the NYT's homepage, business, tech, and DealBook sections for the duration of the campaign.
  1. Paid posts will not be removed after the campaign has run its course. The posts will still be accessible on the site and through the search function.
  1. The sponsored content will not be shared on the Times' Twitter or Facebook pages. A Times spokesperson said that they will only post editorial stories on social media for the time being.
  1. Comments will be disabled on paid posts. A Times spokesperson said that the comments section has not been integrated into the paid content.

To learn more about the launch and impact of native advertising on The New York Times, click here.



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