Article Highlights:
* Takeovers that begin quickly with non-static creatives are most effective
* A takeover is an event so the creative better be out of the ordinary
* Takeovers don’t need to be big and intrusive to succeed
Before you read this,open up a new tab in your browser. Enter the url for your favorite publisher and ask yourself this question: Who brought you the content?
No matter where you went,there’s a good chance you don’t have a single answer to that question. In all likelihood,no single brand brought you that experience because homepage takeovers — while they are powerful tools — are the exception to the rule. The tactic requires a relatively large budget,stellar coordination between brand,agency and publisher,and creative worth talking about. And those are just the standard barriers to entry when it comes to a takeover.
Once you’ve got the green light for a campaign that involves a takeover,there are dozens of issues to consider,which is why we’ve tapped some takeover veterans to give us the do’s and dont’s for a successful homepage takeover.