Dive Brief:
- The New York Times is joining the mobile ad sector with Mobile Moments.
- Ads will be created by T Brand Studio, the New York Times’ in-house commercial content group.
- The idea is to serve smartphone app and mobile website readers with relevant ads related to their content experience.
Dive Insight:
The mobile ad world has a new entrant in the New York Times. The Mobile Moments ads will be targeted short stories called Screenplays that will be served to smartphone app and mobile website readers and are designed to be integrated into the reader experience and relevant to the time of day.
Sebastian Tomich, senior vice president of advertising and innovation for The New York Times, said in a statement about the news, “Mobile Moments is the first phase of a long-term mobile native advertising solution that will continue to evolve. Based on the success our newsroom has had with moment-based targeting for its journalism, the commercial side of our organization has adopted similar tools, templates and insights and tailored them to suit our advertisers’ needs.”
The Grey Lady has also started creating stories consisting of just one sentence to be delivered to Apple Watch devices.
