The New York Times Company, the US-based media group, launched Ricochet, a digital marketing tool, on Thursday, which is the first product to be commercialised by its recently formed corporate venturing group.
The New York Times Company added R&D Ventures, its corporate venturing unit, had "evolved" from the company’s research and development lab and is looking to bring new product concepts to market.
Ricochet allows companies to pick New York Times Company articles which are consistent with their marketing strategy, and the product then binds the brand’s advertising to those artiles for a given period.
Germany-based software company SAP is the first advertiser to use Ricochet.
Michael Zimbalist, vice president, research & development operations at The New York Times Company, said: "In the traditional advertising model, brands reach audiences through content; by contrast, using Ricochet, content reaches audiences through brands. 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."