Time Out London’s formula for native ad success: More creative advertisements and showing users ads that are more relevant

Time Out’s international creative director Adam Harris says they’ve found a new native ad strategy in London that has made campaign results “rocket.” That strategy is creating richer, more creative advertisements and then showing those ads to users at more relevant moments, and it will soon be exported to Time Out’s titles in Paris and New York. With this new formula for success, Harris expects that half of its advertising revenue will come from native in 2016: “This could open a massive new revenue stream for us because we can charge more premium rates for native campaigns.”