Surround Sessions Advertising Model
New advertising Model for the NY Times
16 November 2001
New York Times Digital, the Internet division of The New York Times , is launching
Surround Sessions, a new online advertising model featuring sequential advertising with a linear story line that follows users through their sessions on a Web site.
The ad model intends to explor new ways of buying online media, allowing advertisers to engage their target audience with a multi-tiered message across a number of Web pages.
Rather than competing with other advertisers' messages, the marketer will benefit from placements in all major ad positions throughout the session, says the NYT.
Marketers, say the proponents of the 'new' model, could also gain additional branding and direct response opportunities as the user visits successive pages, and the frequency and duration of the advertising session increases.
Surround Sessions can be implemented on any Web site using existing systems, claims the NY Times
The ad model combines standard Interactive Advertising Bureau (IAB) formats with ad serving technology to create an optimum storytelling environment.
A typical progression, as described by the NYT, would occur as follows:
An NYTimes.com user clicks on the business section from the homepage and the session begins. The user sees top and bottom 468x60 banners and a right skyscraper 140x800 banner, all with complementary creative from one advertiser.
The user selects an article to read and the session continues. The content is framed by new creative from the same advertiser in the top and bottom banners and the right skyscraper banner position.
When the user selects another article from the same or a different section, the session is still in progress. A large 336x280 ad unit launches, enabling a rich media experience that is supported by the consistent messaging on prior pages.
"New York Times Surround Sessions will change the way we think about interactive advertising, moving the basic measure from impression to session" comments Martin Nisenholtz, CEO of New York Times Digital.
"Surround Sessions are a critical step forward for online advertising because they easily allow marketers to leverage frequency, duration and reach."
The initial rollout of Surround Sessions will include contextual targeting. In the coming months NYTimes.com's
registered database will be utilized more extensively so advertisers can also target by demographics and user interests as well. As part of the Surround Sessions advertising package, NYTD will also provide clients with a Dynamic Logic study that will measure their campaign's effectiveness in terms of brand awareness and favorability, purchase intent and message recall.
www.nyt.com
Delicious
Digg
Reddit
Magnoliacom
Newsvine
Furl
Google
Yahoo
Technorati
Comments
Post new comment