The service, called New York Times Site Sessions, debuted Monday with American Airlines as the first advertiser. The airline's ads on the online version of The New York Times (www.nytimes.com) will appear on every major ad position on a page, 468-pixel top banners, skyscrapers and larger ad units, from 9 a.m. to 10 a.m. through June 5.
Viewers going to the Web site during that hour will only see ads for American Airlines. Normally, ads appearing on the site using New York Times Digital's other Session service, Surround Session, last from five to seven pages. And while other Web sites create "roadblocks" -- when one advertiser will "own" the home page ads for a period of time -- Site Sessions allows Digital to offer marketers "dayparts," much in the same way TV or radio broadcasters sell specific times of the day in their programming.
The daypart is further targeted by time zone and location, meaning the Web site's registered users in California will see the American Airlines campaign starting at 9 a.m. PST.
American Airlines said it chose the 9 a.m. time slot across each major time zone because it is a high-traffic period on the Times' Web site as users begin their work day checking for news.
"This is our first experiment with dayparts, and we are looking into selling more ads by time of day," said Christine Mohan, a spokeswoman for the New York Times Cos.' digital unit.
The Internet is a dominant medium during the daytime, much in the same way TV dominates the evening hours, according to research by the Online Publishers Association and Millward Brown IntelliQuest.