This rectangle display ad from Omega caught my eye as I scrolled through a lengthy New York Times story about the Olympic games on my iPhone a few weeks ago. It looked pretty good, not surprising for a major Olympics sponsor. Still, I expected it to link to a product pitch on a corporate site. What I found instead was a timely and relevant “editorial” experience, much like many newsrooms produce. I thought the destination screen might be the work of T Brand Studio, the NYT’s custom publishing group, which has ballooned to a staff of 110 from 30 only two years ago. Its stated goal: to produce content for marketers that lives up to the quality of its own vaunted newsroom. But there was no branding to indicate it came from the studio. In fact, Planet Omega was the watchmaker’s handiwork. I emailed the link to Mark Howard, FORBES’s chief revenue officer. His reply: “Welcome to Microsite 3.0.”

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