The New York Times Launches New Interactive Advertising Capabilities On iPad
TimesAction Offers Custom Mobile Rich-Media Enabled Ad Units to Advertisers
NEW YORK -- July 1, 2013
The New York Times Idea Lab (NYTimes.com/IdeaLab) today launched TimesAction,
a new series of advertising capabilities and mobile rich-media ad interface
definitions (MRAID), on its iPad News App, to support further innovation,
streamlined production and specialized targeting opportunities for its
The Times’s Idea Lab has also launched a variety of new custom MRAID-enabled
advertising units for iPad including:
*In-App Download: This capability allows for a user to purchase and
download any selection of media that is available in iTunes, all within
the ad unit. This includes music or video available in iTunes, but also
proprietary apps that advertisers might wish to promote to users of The
Times’s iPad app.
*Direct Coupon Download: Users can download a special offer, ticket
orcoupon from an ad unit that saves directly to their iPad Photo Stream,
resulting in it being saved to the consumer’s other devices, such as an
*Calendar: Allows users to download and save information directly into
their iPad calendar to help them schedule appointments and reminders tied
to special offers or events.
*Panorama: Users can visually pan around a 360-degree environment using
touch and swipe motions. For example, advertisers may use this feature to
display a retail location.
A number of other Idea Lab custom units will also now be available in-app for
the first time, including Pleats, which offers advertisers four distinct
panels to showcase full-screen images in expanded format through an XXL unit;
Unveil, which allows users to interact with a brand message by “wiping away”
an initial image to reveal another one underneath it; and Product Zoom, a
newsroom-inspired ad concept that can showcase a product’s finer details
through magnification as a user moves the cursor over the image.
“The launch of MRAID capabilities allows advertisers to simplify the process
of development, production, execution and targeting of innovative advertising
units on The New York Times on iPad,” said Todd Haskell, group vice president
of Advertising, The New York Times. “We are seeing more and more brands that
want to execute highly engaging, unique advertising experiences on mobile. The
introduction of these new units cuts development time dramatically and reduces
the complexity associated with building an elaborate custom unit while
offering advertisers access to The Times’s unparalleled scale on the iPad.”
Demos of theseprograms, as well as a number of other mobile advertising
innovations, are available on request for agencies and brands as an app
This project originated from The Times’s Innovation Challenge, an internal
contest that encourages employees to develop new prototypes and designs for
potential applications for The Times’s digital businesses.
MRAID is the Interactive Advertising Bureau’s (IAB) Mobile Marketing Center of
Excellence’s project to define a common API (Application Programming
Interface) for mobile rich media ads that will run in mobile apps.
About The New York Times Company
The New York Times Company (NYSE:NYT), a leading global, multimedia news and
information company with 2012 revenues of $2.0 billion, includes The New York
Times, the International Herald Tribune, The Boston Globe, NYTimes.com,
BostonGlobe.com, Boston.com and related properties. The Company’s core purpose
is to enhance society by creating, collecting and distributing high-quality
news and information.
The New York Times Company
Linda Zebian, 212-556-7153,
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