New York Times Gets Creative with New iPad Advertising Capabilities

NTY Logo

The New York Times rolled out TimesAction, which includes new advertising options and Mobile Rich-media Ad Interface Definitions (MRAID). As reported by, the Time’s Idea Lab has launched four custom MRAID-enabled options for the NYT iPad app.

“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.”

The new units include the following capabilities:

  • In-App Download – direct purchasing and downloading from iTunes content
  • Direct Coupon Download – Coupon images can be downloaded to photo-stream
  • Calendar – Scheduling of appointments and reminders in the iPad calendar
  • Panorama – 360-degree environments

Other Idea Lab units are also now available in the iPad app which include Pleats, Unveil, and Product Zoom. This expansion of advertising capabilities is going to make a difference visually in the app and bring a much more polished experience to the readers.

MRAID has been around since 2011 and is the result of an effort by the Interactive Advertising Bureau to set standards for media rich advertising in the mobile realm.

“MRAID, or ‘Mobile Rich Media Ad Interface Definitions’ is the 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.  This is a standardized set of commands, designed to work with HTML5 and JavaScript, that developers creating rich media ads will use to communicate what those ads do (expand, resize, get access to device functionalities such as the accelerometer, etc) with the apps they are being served into.”

This is a smart move by the NY Times as it makes an effort to create advertising that is more substantial than antiquated banner ads. It will take some time to transition current advertisers to the new options but since the Times is using established standards it should make the transition easier.

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