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New York Times is adopting more native mobile ads
Manuela Walfenzao| 6 de agosto de 2015
Sebastian Tomich, VP sénior de Publicidad e Innovación del New York Times, está liderando el proceso de cambio
Sebastian Tomich, The New York Times senior VP of Advertising and Innovation, announced a revamp in their mobile ad format. The Times is retiring the thin horizontal banners pinned to the bottom of publishers’ and full-screen interstitial ads that can overtake a smartphone’s screen, aiming to a smarter mobile advertising. At some point late this summer, maybe early fall, we’re retiring mobile interstitials said New York Times Chief Revenue Officer Meredith Levien. Now The Times is adopting a mobile ad format that’s akin to Facebook’s and Twitter’s and considered as more native. The new ad format will be roll out in September to its smartphone app and mobile site in the U.S., with a feature called Mobile Moments where the ads will be customized to the seven moments in a given day that are most important to readers. This pattern was identified through a 12-month study conducted by the Times’ editorial product team. Those moments include the beginning of the morning, which accounts for 25% of the Times’ mobile traffic, lunchtime and the end of the day. The study showed that the early-morning ads should be largely text-based, while conversely the evening ads should feature more images. The new ads are designed to avoid the interruptive character of the mobile interstitials, but that doesn’t mean they won’t be as attention-grabbing. Advertisers will be able to buy these ads according to which of the moments they would like to target.
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