The New York Times Co. and Hearst Magazines are among the latest publishers to introduce advertising presented as editorial content in their mobile and digital spaces.
Native advertising is advertising that resembles an article in its host publication but is actually provided by an advertiser or outside company. The Times is using native advertising provided by bike-sharing company Citi Bike in its "things-to-do" app The Scoop. Joshua Benton checks it out:
If most native advertising tries to make sponsor-provided content look a bit like a news article, this tries to make it look a bit like a regular ol’ tab in a mobile app. What’s interesting is that the “content” here is less a collection of words and pictures than a real-time data service. It’s a callback to the classic news advertising idea — we assemble the audience, you provide the content, we make a match — in a mobile, apped-up world. It’s a compelling match.Executive Vice President for the Times' Digital Products and Services Group Denise Warren explained how the advertising fits with The Scoop's purpose as an app, in a press release: (more...)