Native advertising has become a central focus for revenue at The New York Times, according Chief Revenue Officer Meredith Levien in this profile article in Digiday.

And, video has become an integral part of the solution says Sebastian Tomich, SVP for Advertising and Innovation and head of the publisher’s native advertising unit, in this interview with Beet.TV.

Earlier this year, The Times custom unit solicited the participation of filmmakers and other creatives to collaborate on ad campaigns.    Among the filmmakers engaged with The Times are Tarik Karam, Andy Lampard, Dan Adelson, Rob Finch, and Spindle.

We spoke with him at The Times NewFront event where native advertising campaigns were prominently featured.