If you’re like me and tried reading The New York Times on your iPhone today, you may have noticed a new addition: full-screen ads that react to you tilting the screen. The ad appeared after tapping to read an article on New York’s garment district.
The Visa ad, which features special offers from various partners, changes as you tilt the device on its side. Good work advertisers, you’ve tricked my brain into thinking it was playing a game for a good 15 seconds. Earlier this year, Dockers placed an ad in some iPhone games that also used the accelerometer, prompting gamers to shake the iPhone in-between levels. Obviously, the Times is looking at any way possible to monetize content they’re delivering for free. Now that we’ve seen more of this in the wild, look for ads that use even more of Apple’s built-in hardware, especially the digital compass. “Turn this iPhone around for an additional 10% off!” may not be too far off.
I’ve tried forcing it to serve me up another one, but it seems the App knows that it shouldn’t annoy you too much. I’ll update this post if I can figure out how often it will go in to full-screen ad mode.
UPDATE AUGUST 21: Two days later, the ad returned. Good balance that doesn’t annoy.
Even more pics: