- In-App Download: This capability allows for a user to purchase and download any selection of media that is available in iTunes, all within the ad unit. This includes music or video available in iTunes, but also proprietary apps that advertisers might wish to promote to users of The Times’s iPad app.
- Direct Coupon Download: Users can download a special offer, ticket or coupon from an ad unit that saves directly to their iPad Photo Stream, resulting in it being saved to the consumer’s other devices, such as an iPhone.
- Calendar: Allows users to download and save information directly into their iPad calendar to help them schedule appointments and reminders tied to special offers or events.
- Panorama: Users can visually pan around a 360-degree environment using touch and swipe motions. For example, advertisers may use this feature to display a retail location.
Demos of these programs, as well as a number of other mobile advertising innovations, are available on request for agencies and brands as an app download.This project originated from The Times’s Innovation Challenge, an internal contest that encourages employees to develop new prototypes and designs for potential applications for The Times’s digital businesses. MRAID is the Interactive Advertising Bureau’s (IAB) Mobile Marketing Center of Excellence’s project to define a common API (Application Programming Interface) for mobile rich media ads that will run in mobile apps. About The New York Times Company The New York Times Company (NYSE:NYT), a leading global, multimedia news and information company with 2012 revenues of $2.0 billion, includes The New York Times, the International Herald Tribune, The Boston Globe, NYTimes.com, BostonGlobe.com, Boston.com and related properties. The Company’s core purpose is to enhance society by creating, collecting and distributing high-quality news and information.