Time Out has hit on a winning formula for monetizing its native advertising distribution — one that it is currently exporting from London to its titles in Paris and New York.
Like most publishers, its in-house content shop has created editorial-mimicking ad formats for years, but in the last six months it has carved a totally new direction for creating commercial content and distributing it. Experimenting with new ad units which offer a richer creative experience while focusing on just serving contextually relevant native ads has seen client campaign results “rocket,” said Adam Harris, international creative director at Time Out. In the process, the publication has opened a promising new revenue stream for the business.
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