Global round-up: NYT launches native mobile ads

Mobile advertising that focuses on key moments of a user’s day has been adopted by The New York Times.

The ad solution, which launched this week, is called Mobile Moments. It will consist of targeted short stories called Screenplay, created by T Brand Studio.

Sebastian Tomich, senior vice president, advertising and innovation, of The New York Times, said that Mobile Moments is part of a long-term mobile native advertising solution, and is only in its first phase.

“Based on the success our newsroom has had with moment-based targeting for its journalism, the commercial side of our organisation has adopted similar tools, templates and insights and tailored them to suit our advertisers’ needs,” he said in a statement.

“Our solution is three-fold: present bigger, better and more dynamic mobile creative; provide context for the mobile creative (where there is no adjacency); and tailor the mobile creative to the readers’ needs.”

Twitter experiments with news tab

Twitter is trying out a new “Featured News” tab, to make its content easier to find.

This change will be slowly rolled out to Twitter users in the US, and is part of its plan to add more value for its users, targeting new users in particular, who have stated that the website’s timeline is confusing.

The new feature will appear on the app’s navigation bar, and show users a list of headlines that are currently trending on their site, according to a Buzzfeed report.

When users click on a headline, they are taken to another screen with a short text from the story, top tweets surrounding the story, an image and a headline.

“We’re experimenting with a news experience on iOS and Android as we continue to explore new ways to surface the best content to users,” a Twitter spokesperson said in a statement.

Chicago Tribune uses illustrated narrative to retell 100-year-old story

A disastrous event that occurred 100 years ago, which killed hundreds in Chicago has been revisited in illustrated form.

The Chicago Tribune published a non-fiction illustrated narrative called “Eastland Disaster”, retelling the catastrophe that occurred on July 24, 1915.

Rick Tuma, one of the graphics producers involved in the project, told the Poynter Institute that the creation of the project was not as straightforward as he had hoped.

“My approach to the story evolved from thinking I knew what I was going to say, discovering I didn’t know what needed to be said and research revealing what did. Of course, I realise this is a normal process, but thinking you know something gets in the way of the truth, until you bust through,” he said.

The most important component of non-fiction illustrated narratives is the ability to convert it into a sequential illustration, Mr Tuma said.

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