Nytimes.com Launches Surround Sessions Advertising Model-Sounds Just Like The Auto Channel
NEW YORK--Nov. 15, 2001--E*TRADE Center - New York, Nexium and Porsche Cars North America Inc.
to leverage new online advertising model to achieve reach,
frequency goals
New York Times Digital, the Internet division of The New York Times Company, announced today that it is launching New York Times Surround Sessions.
This new online advertising model features sequential advertising with a linear story line that follows users through their sessions on a Web site. Surround Sessions will launch on NYTimes.com throughout the month with premier advertisers E*TRADE Center - New York, Nexium and Porsche Cars North America Inc.
The ad model, which signifies a new way of buying online media, allows 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. Marketers will also gain additional branding and direct response opportunities as the user visits successive pages, and the frequency and duration of the advertising session increases.
New York Times Surround Sessions can be implemented on any Web site using existing systems. The ad model combines standard Interactive Advertising Bureau (IAB) formats with ad serving technology to create an optimum storytelling environment. A typical progression 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. |
| - | The session continues in this manner until the user leaves NYTimes.com. |
"New York Times Surround Sessions will change the way we think about interactive advertising, moving the basic measure from impression to session," said 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.
"The ability to measure online advertising in the same terms as broadcast and print advertising will simplify the media buying process, delivering more value to advertiser, client and publisher," said Lynn Bolger, Managing Director and CEO of FastBridge.
"NYTimes.com has finally cracked the reach code with Surround Sessions."
"People living and working in a fast-paced, rapidly changing environment are looking to the Internet for the most current health care information," said Jean Pundiak, electronic promotions manager with AstraZeneca. "New York Times Surround Sessions create an outstanding opportunity for us to reach very busy people who may benefit from learning more about Nexium."
Surround Sessions are the latest addition to New York Times Digital's online advertising portfolio. NYTimes.com created skyscraper ad units in early 1999 and was one of the first companies to endorse, then later adopt, the Interactive Messaging Units that CNET launched in January. Boston.com, New England's largest regional Web site and a part of New York Times Digital, has implemented a number of innovative ad units as well, including the large IMUs and animated "Shoshkeles" ad. Surround Sessions will launch on Boston.com later this year.
About New York Times Digital
New York Times Digital is the Internet division of The New York Times Company and includes market leaders NYTimes.com, Boston.com and an archive distribution business. NYTD's mission is to provide a high-quality, worldwide online audience with trusted editorial content from The New York Times and The Boston Globe.