Concept, Design for NYTimes.com Home Page Ad for Digital Subscription


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Designed at The New York Times

**WINNER: Punch/Sulzberger Award**


This homepage pushdown ad unit was tageted to readers who hit the Pay Wall and decided not to subscribe. The conversion rate was so successful that they moved it ahead of the Pay Wall and targeted all non-subscribers.


The success was through the "personalized experience" approach. When expanded, this ad allowed readers to drag and drop the platforms they prefer to read The New York Times. Once they were done making their selections, they could get a "personalized" bundle that fits their preferences. Readers were then able to click through to the All Access landing page with their recommended bundle pre-selected.