The first ever native advertisement of New York Times, called “Paid Posts” was launched in January on its website. Now, the Times has entered into sponsored print content for the first time with Shell’s Paid Post. The ad is available both in the digital and printed editions of the New York Times. The application of augmented reality will provide users with more content. So, how does the system work?
Cities Energized: The Urban Transition
The post is titled Cities Energized: The Urban Transition and uses information to show urban growth and the connection between energy efficiency and smart urban design.
An eight page section comprises the print version of the ad. To view hidden content, readers have to use the Blippar AR app. They need to scan the print ad with their mobile devices to trigger the relevant video.
The ad on the website contains more updated use of technologies like interactive data visualization, parallax scroll feature and video content.
Slow Adoption by New York Times
It took some years for New York Times to adopt native advertising, while other publishers had adopted this format long time back. There were concerns from Jill Abramson, the former executive editor at the Times, regarding the native ads, that readers would get confused between ads and actual news stories.
But now, the leading news daily has entered this domain. The amount that Shell paid to the Times for the joint digital and print campaign has not been disclosed. But as per a recent report by Capital New York, the newspaper charges over $200,000 for creating content only.
The native and the augmented ad were developed by T Brand Studio, the in-house production unit of Times which specializes in native content.
According to the EVP of advertising for the Times, Meredith Levien, they wanted to capture the attention of the readers in a way which was up to the standard of the Tines by creating branded content at the highest possible level. While other advertisers had shown interest in sponsoring print content, they didn’t get any ads which suited the standards of New York Times.
We can hope to see newspapers get more interesting in the future with augmented reality.
What’s your thought?
Do you like the idea of augmented reality use in newspapers? In what other applications do you think augmented reality can be used? We would like to hear your views.
Image Source – abcnews.go.com
Article source – adweek.com