What is Takeover Advertising?
Takeover Advertising encompasses the most striking display ad multi-channel campaigns that occupy every advertising window on a publisher’s page, commonly the homepage, to immerse the audience in a fully branded experience. This technique, known as “site skin,” can go beyond background templates to include graphics, interactivity, and synchronized multipoint placements within several ad slots. The approach is usually reserved for flagship promotions of products, entertainment releases, and ensures maximum exposure on high-traffic sites like Yahoo!, MSN, or ESPN.com. Due to progressive web technologies, the creatives are responsive and therefore multi device brand continuity is preserved. Although expensive, the takeaway campaigns ensure stout reach and unforgettable impressions.
Some examples of Takeover ads include running a homepage takeover on ESPN.com for important sports events, deploying a background-skin ad on Yahoo to unveil a new smartphone, and performing an interactive sitewide ad takeover on news portals for a blockbuster movie release.
Related Terms: Overlapping Takeover, Homepage takeover, site skin, immersive ads, branding campaign