One-stop shopping for a consistent ad message across platforms takes a step forward with a single ad campaign implemented in HTML5 across all of The New York Times' digital platforms. Coca-Cola's holiday polar bear is the theme in the campaign, which tapped Coke's creative content but was implemented by the Times' ad-sales staff and tech team. "I really do think that that's the kind of stuff that publishers like us need to do in order to superserve our clients in a way that's meaningful," said Denise Warren, senior vice president of The New York Times Media Group.

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