New York Times Digital, the digital business unit of The New York Times Company, announced today that it is launching New York Times Site Sessions, an online advertising model that provides a single
advertiser with exclusive placement across all major ad positions on the site for a specific period of time. Site Sessions launched on NYTimes.com this morning at 9 a.m. EST and will showcase American
Airlines from 9 to 10 a.m. each day through Wednesday, June 5th.
“Over the last year, innovations in online advertising have helped establish the effectiveness of the medium,” said Martin
Nisenholtz, CEO of New York Times Digital. “Surround Sessions moved the industry from impression to session, and made frequency, duration and reach possible online. Dayparts, through Site Sessions,
are the logical next step.”
Site Sessions are an extension of Surround Sessions, a concept pioneered by New York Times Digital in late 2001, that allows a single advertiser to control every major
ad position and maintain total share of voice across successive Web pages.
According to a recent study undertaken by the Online Publishing Association and Millward Brown IntelliQuest, the Internet
dominates daytime media use in the same way that television dominates evenings, and daytime is “prime time” on the Internet. By advertising on NYTimes.com during peak at-work hours, advertisers can
leverage this shift in media consumption to reach hundreds of thousands of high-quality users.