avatarby Tab TimesJuly 1, 20130 comments

Another ad unit, which the Times said was inspired by panoramas in its editorial coverage, offers a 360-degree panorama of a retail store. It's all part of what the newspaper says is a concerted effort to simplify the creation and purchase of rich-media ads in its iPad app, and make it easier for advertisers to bring many of their ads over from its website to the app.

Previously, most ads that ran on the Times website — particularly the rich media units — could not run on the iPad and translating them was costly and time consuming. 

The change comes from the New York Times Idea Lab, a 10-person outfit inside the company that partly applies editorial innovations to new online ad products.  

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