The publisher rolled out a new ad format called Mobile Moments. The ads are customized to the seven moments in a given day that are most important to readers. Those moments include the beginning of the morning, lunchtime and the end of the day.
The ads take up the entire width of the screen and up to 75% of the screen vertically. However, by taking up three-quarters of the screen, the ads follow the Times' plan to reduce the number of ads it runs to make sure those that do appear have a chance to be seen.
These kind of initiatives are important in a context where consumers are being bombarded with ads and pushed to use ads blocking software.
http://adage.com/lookbook/article/branded-content/ads-timed-attention-native-content-stand/301101/
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