Luxury automaker Mercedes-Benz is promoting its 2012 CLS550 Coupe vehicle in an in-application advertising campaign within the New York Times iPhone app that lets consumers learn more about the car and how it will fit in with their lifestyle. 

The company is running full-page ads within the New York Times mobile app that takes consumers to its mobile-optimized site. There, customers can learn more about the new vehicle and the package plans available.

?The Times was an early leader with technology, and it has offered an iPhone app since 2008,? said Kristin Mason, spokeswoman for The New York Times, New York. ?Since that time, we have continued to update and innovate to offer the best platform for our readers and advertisers.

?Today, the NYTimes iPhone app continues to draw a large, loyal and engaged audience,? she said. ?With interstitials ads such as this one, advertisers have a large, lush advertising canvas to work with, and we are able to offer many innovative options for ad functionality. 

?We worked closely with Mercedes-Benz and Razorfish to ensure that the ad was able to offer the look and functionality that was desired.?

Germany?s Daimler AG owns Mercedes-Benz.

Mercedes-Benz did not respond by press deadline.

Ad takeover
The full-page mobile ad introduces the new 2012 Mercedes-Benz CLS and invites readers to take a closer look.

When consumers click on the ad, they can read an overview of the vehicle, such as its full-LED headlamps, new twin-turbo V-8, sport body styling and its four-door features.

Additionally, customers can browse packages that they can add on to their vehicle, including a heated steering wheel, driver assistance package and rear side-impact air bags.

Consumers can also check out the car?s specifications.

Readers can browse key features, exterior and interior dimensions, engine, drivetrain and performance, brakes, wheels and tires and its safety and security systems.

Consumers can also view photos of the vehicle ? both its exterior and interior view. They can also send photos to friends and family and share it via Facebook.  

The ad also lets customers find their preferred dealer to view the car in-person.

This is not the first time that the company is advertising within the New York Times? mobile offerings.

Consumers can learn more about the vehicle via the ad

?The ad enables readers to engage in an immersive Mercedes-Benz experience, which gives readers the opportunity to view beautiful, high-resolution photos, research packages and quotes, and share with friends on Facebook and Twitter, all from within the ad,? Ms. Mason said.

?The New York Times attracts a highly coveted affluent, educated and influential audience around the world and across all of its platforms,? she said.

Mobile endeavors
Last year, Mercedes-Benz promoted its 2011 E-Class with an in-application advertising campaign on The New York Times? Editors Choice iPad application.

A banner ad ran along the application?s homepage and various other sections. It prompted consumers to click the ad to watch a video (see story).

The New York Times' audience is what is said to attract advertisers such as Mercedes-Benz. 

?These readers come to The Times for our high-quality news and our award-winning technology products designed to offer optimal reading experiences across platforms," Ms. Mason said. "The Times advertising team works closely with clients to develop innovative, eye-catching ads that readers will remember.

?The Times has a very high trust factor with our audience, and that means that users are often more willing to engage with and explore an ad,? she said. ?That's an important factor that we value and it's a benefit to our advertisers.?