2025
PARTNERSHIP OVERVIEW + OBJECTIVE
TIME 2030 Cities
TIME 2030 is a global initiative with a mission to inform, inspire and interrogate the most critical issues facing humankind. TIME examined the key areas and topics that will help humanity achieve these ambitions across six pillars — Innovation, Equality, Sustainability, Economy, Wellbeing and Leadership.
In partnership with Diriyah Company, TIME launched a new franchise - TIME 2030 Cities. The objective was to develop a strong brand identity that reflects innovation and forward thinking, whilst providing Diriyah the opportunity to exclusively own a piece of TIME real estate. This was achieved by featuring Diriyah Company’s brand across the TIME 2030 ecosystem which explored and shaped the future of urban living through thought provoking articles and videos ranging from, how cities are tackling floods through nature-based solutions to how AI is being used to respond to natural disasters. This was delivered through the creation of it’s new franchise TIME2030 Cities.
The partnership included:
- 100% Sponsorship of TIME 2030
- New Franchise -TIME 2030 Cities (12) Editorial articles and (6) videos each sponsored by Diriyah Company.
- (6) Print columns
- Display banners across time.com
- Social amplification
Diriyah Company: The Highlights
Digital
134% above impression goal reached.
23.7M impressions delivered on 17.6M goal.
Impactful viewability above site average
for the two sponsorships and added value display banners at 88.4%, +22.1 % above DV average.
Efficient Carbon Footprint; 442g CO2 per 1000 impressions
(+8.4% more efficient than TIME's average), aligning with Diriyah Gate's sustainability-focused mission
Delivered Diriyah Gate’s message to high-value B2B audiences
- Among Manager-level campaign viewers, 28% work at companies generating $1B+ in revenue
- Top functional areas were IT (23%), Operations (23%), Medical/Health (11%), Government (8%), Sales (8%), reaching a broad range of relevant business sectors
- Top B2B interest categories were Civil, Agency/Dept, Trading & Investing, General, Energy, Urban Planning, Medical Specialty, Machine Learning & Artificial Intelligence, Diversity, Hardware, and Expansion
Viewer Interests Align with Key Themes for Diriyah Company
- TIME2030 viewers' #1 B2B interest topic was Sustainable Development Goals, directly aligned with Diriyah's long-term vision for sustainable growth
- Among TIME2030 Cities viewers, the top 10 B2B interest topics included Connected Cities, Sustainable Urban Development, Transportation Connectivity, Environmental Data, Sustainable Development Goals
Connecting with Highly Engaged Readers
In September, the month the campaign launched, returning readers spent an average of 5:11 minutes on TIME 2030-tagged pages
Strong editorial amplification
through Homepage promotion and Newsletter inclusion
Social
Social achieved 67%
above guaranteed impression goal for TIME2030 and TIME2030 Cities, and 43% above guaranteed impression goal for the Executive Spotlight.
The highest Social engagements and impressions
came from iPhone users 35-44 across TIME2030, TIME2030 Cities and the Executive Spotlight.
Branded Content
Avg. time above benchmark at 60.30 secs
for the Executive Spotlight
Scroll depth at the upper-end of benchmark at 77%
for the Executive Spotlight
Source: Facebook Ads Manager, LinkedIn Ads Manager, Nativo, Google Ad Manager
Performance Metrics: Snapshot
Source: Facebook Ads Manager, LinkedIn Ads Manager, Nativo, Google Ad Manager
TIME 2030 Cities — A New Franchise
Diriyah Company: TIME 2030 Cities Sponsporship
TIME’s editorial team built a new franchise to extend the TIME 2030 story. Presented By Diriyah Company, the Cities pillar features 12 articles and 6 videos launched between September and December 2024.
104%
ABOVE GUARANTEED DISPLAY IMPRESSIONS
1.8M Guaranteed | 1.95M Delivered
245K
TOTAL VIDEO IMPRESSIONS
95%
VIEWABILITY
TIME strive to hit 70% viewability
Source: Google Ad Manager, Double Verify
Diriyah Company: Onsite Display TIME 2030 Cities
346%+
APPLE NEWS CTR IS A HUGE 349.54%
ABOVE BENCHMARK OF 0.06%
Source: Google Ad Manager, Double Verify
Diriyah Company: Contextual Intelligence Engine TIME 2030 Cities
Risk Summary
The content presents a low risk level as it focuses on informative and educational topics related to urban development and sustainability. It discusses innovative solutions to pressing urban issues without promoting harmful actions or misinformation. The tone is constructive and aimed at providing insights into future city planning, which is beneficial for readers and brands alike.
Content Summary
The articles titled '2030 Cities' from Time discusses various innovative approaches cities are taking to address urban challenges by the year 2030. It covers topics such as Taiwanese companies transforming waste into building materials, the use of AI in responding to natural disasters, and the development of carbon-negative building materials in the cement industry. The article also highlights how cities are tackling traffic congestion and emissions through micro mobility solutions and traffic restrictions.
Source: Mobian
Diriyah Company: 2030 Cities
Social
167%
ABOVE GUARANTEED SOCIAL IMPRESSIONS
3.5M Guaranteed | 5.92M Delivered
12.3K
CLICKS
ABOVE CTR BM OF 0.20% BY 4%
13.9K
ENGAGEMENTS
Source: Facebook Ads Manager, LinkedIn Ads Manager
Print Feature 1: 30 September
1M
CIRCULATION
11.3M
READERSHIP
Print Feature 2: 28 October
Print Feature 3: 25 November
TIME 2030 Cities — Sponsorship
Diriyah Company: TIME 2030 Sponsorship
Diriyah Company sponsored time 2030 on Time.com comprising of their display banners, pre-roll, and a ‘presented by’ logo.
3.3M
TOTAL DISPLAY IMPRESSIONS
251K
TOTAL VIDEO IMPRESSIONS
110%
DELIVERY
88%
VIEWABILITY
98%
FRAUD FREE RATE
Source: Google Ad Manager
Diriyah Company: Onsite TIME 2030
743M
IMPRESSIONS
1.4K
CLICKS
324%
APPLE NEWS ABOVE CTR BENCHMARK
Source: Google Ad Manager
Diriyah Company: Contextual Intelligence Engine TIME 2030 Cities
Risk Summary
The content is primarily educational and informative, discussing significant global issues such as climate change, sustainability, and social equity. It features insights from credible individuals and organizations, aiming to inspire positive action rather than incite harm. The overall tone is constructive, focusing on solutions and collaboration, which mitigates any potential risk associated with the sensitive topics covered.
Content Summary
The article titled 'TIME 2030: How to Build a Sustainable, Equitable World' from Time.com discusses various strategies and insights from notable leaders and activists aimed at creating a sustainable and equitable future. It features contributions from individuals like Vanessa Nakate, Paul Polman, and Angelina Jolie, focusing on climate justice, innovation, and the importance of community engagement in addressing global challenges. The content emphasizes the role of technology, environmental stewardship, and social equity in shaping a better world by 2030.
Source: Mobian
Diriyah Company: Social TIME 2030
5.94M
IMPRESSIONS
13.7K
ENGAGEMENTS
12.3K
CLICKS
167%
TOTAL DELIVERY
Source: Facebook Ads Manager, LinkedIn Ads Manager
Executive Spotlight
Diriyah Company: Executive Spotlight
In conversation with Jess Sibley, TIME CEO, Jerry Inzerillo, Diriyah Company CEO, joined her in TIME’s offices in New York to showcase Diriyah Company’s innovation efforts and discuss the power and impact of it’s plans in Riyadh.
Benefits of the Campaign included:
- x1 Red Border by TIME Executive Spotlight video
- Onsite traffic drivers
- Social amplification of Executive Spotlight video
4.21M
IMPRESSIONS
669K
TOTAL VIDEO VIEWS
107%
TOUT CTR ABOVE BENCHMARK
Source: Nativo
Highlights
28% above impression goal reached
4.21M impressions delivered on 3.3M goal
0.02%+ of benchmark achieved
Native touts delivered 1.22M impressions
Touts garnered
408K video views
Impressive 8.73% social VVR
261K+ video views and 7K clicks
52K video completes from touts
The campaign generated 2.9M impressions on social
and more than 269K engagements on TIME’s social channels
Source: Facebook Ads Manager, LinkedIn Ads Manager, Nativo
Diriyah Company: Contextual Intelligence Engine TIME 2030 Cities
Risk Summary
The content is primarily informative and educational, focusing on a cultural heritage project in Saudi Arabia. It discusses the project's alignment with Vision 2030 and emphasizes tourism and sustainability. There are no elements that incite harm or promote violence, making it low risk from a brand safety perspective. The content is presented in a professional manner, with no use of profanity or controversial topics. The video titled 'Diriyah Gate Executive Spotlight' features Jessica Sibley, CEO of TIME, interviewing Jerry Inzerillo, the Group CEO of Diriyah. The discussion revolves around the cultural heritage project in Riyadh, Saudi Arabia, which aims to create a walkable city with museums, hotels, and residences, aligning with Saudi Arabia's Vision 2030. The video highlights the importance of tourism and sustainability in the development of the region, as well as the historical significance of the area.
