News & Opinion

New York Times launches interactive mobile ads

Specifically designed for iPad format, the new series of ad capabilities include in-app download ads and panorama ads.

The initiative, called TimesAction, is designed to support further innovation for publishers and advertisers by offering a "new series of advertising capabilities and mobile rich-media ad interface definitions (MRAID)".  It is being rolled out across the NYT iPad news app. The New York Times Idea Lab is also launching a variety of the MRAID ad units across the iPad formatted site.

These include –

  • In-app download: where a user can purchase any media that is available via iTunes within the ad unit
  • Direct coupon download: where users can download special offers, tickets or coupons from an ad unit and save them directly to the Photo Stream on their iPad, which will then save to other devices such as iPhones
  • Calendar: Handy when an advert is promoting an event as it allows users to download the time of the event and save it to their calendars
  • Panorama: allows users to scan across a 360 degree space, useful for property advertising

Source: New York Times Company


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