Enterprise Software Company SAP the First to Utilize New Marketing
The New York Times Company announced today the launch of Ricochet, a new
approach to digital marketing. SAP, along with media agency Mindshare,
is the first company to utilize this new marketing solution.
Developed in The New York Times Company's Research & Development lab,
and commercialized by the Times Company's newly formed R&D Ventures
group, Ricochet is a new model of digital marketing that blends media
buying with a brand's social media and owned media strategies. R&D
Ventures evolved out of the R&D lab and brings promising new product
concepts to market.
Here is how Ricochet works: A brand selects articles from any of the
Times Company's Web sites that are consistent with the brand's content
strategy. The Ricochet Platform (patent pending) then creates a unique
Web address that binds the brand's advertising to those articles for a
set duration. During that duration the brand can share the Ricochet
links through any of its owned media channels and across social media
including Facebook, Twitter, eNewsletters, Google+ and more.
In conjunction with media agency Mindshare Worldwide, SAP is the first
advertiser to utilize the product. SAP's use of Ricochet for its ad
campaign will feature articles from NYTimes.com.
An example of one of the SAP-selected articles can be viewed here: http://r-i.co/ve.
Here is that same article, as it appears to anyone who navigates to the
page without using the Ricochet link: http://bits.blogs.nytimes.com/2012/04/19/supercomputing-rented-by-the-hour/.
SAP plans to use the service to balance its marketing approach across
both push and pull marketing by attracting the right kind of customers
with The New York Times's respected content and then providing a
targeted advertising message--all delivered through SAP's Web properties
and social accounts. The service will be utilized by SAP's official
social media accounts as well as by key influencers within the company.
The service will also tie into SAP's new "Run
Like Never Before" global advertising campaign launched last week.
"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 (NYSE: NYT), 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,
and related properties. The Company's core purpose is to enhance society
by creating, collecting and distributing high-quality news, information
SAP (NYSE: SAP) is a leading provider of enterprise application
software, helping companies of all sizes and industries run better. From
back office to boardroom, warehouse to storefront, desktop to mobile
device - SAP empowers people and organizations to work together more
efficiently and use business insight more effectively to stay ahead of
the competition. For more information, visit www.sap.com.
Mindshare is a global media and marketing services network with billings
in excess of $27.8 billion (source: RECMA). The network consists of 115
offices in 82 countries throughout North America, Latin America, Europe,
Middle East, and Asia Pacific, each dedicated to forging competitive
marketing advantage for businesses and their brands. Mindshare is part
of GroupM, which oversees the media investment management sector for
WPP, the world's leading communications services group.
SAP and all SAP logos are trademarks or registered trademarks of SAP AG
in Germany and in several other countries.
All other product and service names mentioned are the trademarks of
their respective companies.
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most recent Annual Report on Form 20-F filed with the SEC. Readers are
cautioned not to place undue reliance on these forward-looking
statements, which speak only as of their dates.
This press release can be downloaded from www.nytco.com
For The New York Times:
Linda Zebian, 212-556-7153
Scott Behles, 917-494-2009
Scott Berwitz, 212-297-8083