The New York Times has teamed with RMG Networks (headquartered in San Francisco) to deliver a digital, place-based media channel, New York Times Today.com. The channel will deliver text and video content, plus advertising, including options for mobile interactivity, to RMG’s IP-based network of digital displays in 800 cafes and eateries in NYC, Los Angeles, Chicago, Boston and San Francisco markets.
Content includes news headlines, photos and videos. To access further details, viewers can follow on-screen pointers that direct them to the network’s dedicated mobile site, www.nyt2day.com, where they can read the full text. RMG CEO Garry McGuire said about 45% of the editorial content is online video from the newspaper.
The digital network can deliver video advertising and Internet-style, rectangular display ads, making it relatively easy for advertisers to repurpose Internet and TV ads for the DOOH medium. RMG also offers targeted advertising tailored to specific locations, and it offers coupons and promotions. For example, a Walgreen s ad concerning flu shots was displayed with directions to nearby stores. The ad options can also incorporate mobile interactivity.
RMG will handle ad sales for the network and placements for many New York Times advertisers, including GM and Sprint. The venues reached by RMG will also sell the newspaper s print edition.