Online Ads - Sessions vs. Impressions

The acceptance of online advertising has been on the rise for quite some time now. But there are still a few problems to tackle. One big issue is the fact that many sites bombard their users with a barrage of banners, pop-ups, interstitials and so on, every time he dares to load a new page. Because of this ad-clutter, advertisers find it increasingly difficult to get their message across.

In an article for iMedia Connection, Joseph Jaffe examines one possible solution to this problem - selling sessions instead of impressions:
"The notion of buying Sessions as opposed to impressions offers marketers the opportunity to own an entire experience within a known and contained branded content area. (...)

This format allows an advertiser to “own” all marketing positions a reader sees during a set number of consecutive pages. To be sure, there are various other iterations of this approach on the Web, as it ultimately fulfills what I’ve often referred to as the 1-1-1-1 rule: One message from one advertiser to one consumer at one time."
In a detailed case study, the article also shows how American Airlines applied this concept for a highly successful campaign using the New York Times Digital’s Surround Sessions. Quite interesting...