Web community-creation service Delphi Forums launched Session-Impression, a
new Web advertising service model that lets consumers select their own
sponsors.
Powered by DoubleClick’s DART ad serving
technology, Session-Impression, an alternative to traditional banner ads, is
a session sponsorship option available to partners and advertisers using the
Delphi Forums community platform.
By enabling consumers to select the advertiser who will sponsor their forum
session, Session-Impression gives consumers control over their Web
advertising experience and lets advertisers deliver timely and relevant
information to interested, attentive viewers, Delphi said.
Volvo is one of the charter advertisers.
“Session-Impression makes the most of the time and money that brand
advertisers spend on the Web,” said Tery Spataro, chief operating officer at
Blue Dingo, an Internet consulting firm
retained by Volvo. “By using this technique, we can develop rich,
entertaining new media ads and deliver them to individuals who, by selecting
their session sponsor, have pre-qualified themselves as interested in our
products.”
The length of time spent online in forums is extended due to the
collaborative nature of the session, Delphi said, making participants a prime
target for advertisers seeking a captive audience. Consumers see a one-time,
full-page, rich media presentation given by the sponsor at the beginning of
the session. A text link to the sponsor’s site remains at the top of the page
throughout the session.
“We believe the Session-Impression model is going to help redefine the
concept of Web advertising,” said Chris Saridakis, vice president and general
manager of DoubleClick DART.
Session-Impression is currently being beta tested within several affiliate
forums. After initial testing, it will be available as an option for all
Delphi partners. Delphi Forums says it has 80,000 active forums and two
million registered participants.
