The New York Times has revealed plans expand its mobile ad platform to focus on key moments of a user’s day.
The solution, called Mobile Moments, will feature targeted short stories called Screenplays that will be created by T Brand Studio, The Times’s commercial content group.
Available on The Times’s core smartphone apps and mobile web, Mobile Moments are designed to be more integrated in the reader experience and more relevant to time of day.
Based on findings from research conducted with mobile users, The Times identified specific moments throughout the day when mobile users are looking for particular types of content, whether it’s articles that update them on what they’ve missed, entertain them or help them understand or follow an event.
For example, The Times’s Morning Briefing, a daily tip sheet that prepares readers for the day ahead, has become one of the most popular features on The Times’s mobile apps.
Similarly, The Times created one-sentence stories for Apple Watch, a collection of content that gives readers what they need to know in under a minute.
“Mobile Moments is the first phase of a long-term mobile native advertising solution that will continue to evolve,” said Sebastian Tomich, senior vice president, advertising and innovation at The New York Times.
Tomich said the solution is three-fold: present bigger, better and more dynamic mobile creative; provide context for the mobile and tailor the mobile creative to readers’ needs.
Types of content will range from graphics to video, interactive or swipeable short stories.