The Times’ editorial team curates articles on its mobile properties based on those patterns: Morning content focuses on what people need to know for the day, while evening content includes more videos, photos and news analysis. Advertisers using Mobile Moments will be able to leverage these insights as well.
“It’s dayparting with the backbone of editorial insight telling you why those moments are important and how you should be promoting them,” Tomich said.
Mobile Moments developed out of a five-month collaboration between the editorial and ad innovation teams.
“We see this [collaboration] as a framework for future development,” Tomich said. “The best ad products we develop will come from newsroom insights because they are solely focused on driving more engagment and thinking about reader needs.”
To maximize viewability, the entire ad unit will show up in-stream. A “card” will mimic the same headline/lede structure the Times uses in the article preview. The unit, which can include graphics, video or interactivity, will appear below, taking up 75% of the screen.