NY Times Advertising introduces Pivotal

The New York Times Company’s advertising team is introducing Pivotal, a new platform built for marketers seeking brand relevance and deep consumer insight on the most important topics today.

The platform is supported by the Times’s rich audience data and extensive research, and delivers guidance and recommendations for brands to shape creative work and marketing strategies.

The team behind Pivotal engaged in extensive research, interviewed journalists, experts, readers and adults across the U.S. and tapped into the New York Times’s vast first-party data to outline recommendations around six aspects, including:

  • Race
  • Climate
  • Sex
  • Gender
  • Tech
  • Money

Erin Hennessy, executive director of insights for The New York Times said:

“Pivotal offers marketers an unequalled opportunity to learn about how consumers think and feel about the most pressing issues facing our communities. Brands have the opportunity to apply this knowledge and embrace what it means for a brand to be relevant today.”

Allison Murphy, senior vice president, Ad Innovation added:

“The New York Times’s unique and rich first-party audience data has enabled us to create a thought leadership platform like no other. With more than 6.5 million subscriptions and millions of registered readers, The New York Times has the unique ability to harness the power of billions of data points on what matters to readers today and illuminate their interests through the subject matter expertise of our journalists.”