For online advertising, one of its most critical challenges is its very same goal: repeat exposure. Essentially, before a consumer notices your ad, they have to be exposed to it repeatedlky. Merrell Ligons at New Media Marketer, however, has suggested new approach to online marketing that would essentially ensure repeat exposure. He writes:

What if an advertiser was able to sponsor user sessions instead of buying impressions? For the less technical folks, what if we could guarantee an advertiser that as long as someone is on a website their ad or ads would be the only ones displayed. You could even have a series of banners that displays in succession as the user clicks through the website.

Of course, there are some things that need to change before user-session-based advertising could become an option, never mind a standard. As Ligons notes, himself, adservers would have to (1) support this option; (2) be able to measure response to the ads; (3) stop focusing on CPM and clicks, and start thinking about audience.

Admittedly, getting adservers to support this is probably the biggest obstacle. Marketers have already begun to think in terms of audiece in a lot of ways.

Via Marketing Pilgrim

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