This afternoon New York Times readers were assaulted by a full page takeover that unfolded across the front page effectively roadblocking the news of the day with a “special report” layout that was both interruptive and offensive. If this is where they are going with their native advertising, I do not like.
All publishers need to make a buck and, as someone that works in online publishing, I encourage experimentation but the fact that an institution such as the New York Times would stoop to running such an amateur-looking infomercial hints of desperation. While the Face Retirement campaign is innovative (the landing page asks for access to your computer’s camera so it can take a photo of you and “age” you), there page curl takeover is as old as the hills and takes me back to the Dancing Mortgage Man remnant ads we used to joke about at Yahoo. These ads take more than they give.
The add was frequency capped so it only ran once per unique visitor but the CPMs must have been pricey. But I can’t help but think that the hundreds of thousands spent by Bank of America to run this ad could have been better spent in other ways. Instead of invading your senses, wouldn’t both the audience, publisher, and advertiser have been better served by underwriting an open house for heavy users of the site? What about granting a free subscription to the paper for three months in return for some personal information that helps you better market your retirement planning services with glossy mailers? There are so many other ways that you can spend $250k, throwing up roadblock banners just seems lazy all around.
— Ryan Katkov (@solidspark) January 31, 2014