Channels
Programmatic Takeovers
Programmatic Takeovers go by many names: wallpapers, wrappers, left and right rails, site skins, site takeovers…Whatever they’re called, however, they’re sure to leave an impact.
What are Programmatic Takeovers?
Programmatic takeovers are display ads that take up every placement on a website’s homepage or most visited pages. Takeovers are most often used for events or other special dates, as they are more expensive than smaller ad placements.
Targeting Options
Unlike regular homepage takeovers, programmatic homepage takeovers let you target interested individuals based on behaviors or demographics—even serving specific individuals, rather than targeting 100% SOV for every person.
High-Impact Unit
Programmatic homepage takeovers are a high impact, premium unit of advertising, which comes with a higher cost but a potentially higher reward.
High Viewability
Programmatic homepage takeovers meet the minimum IAB and MCC requirements for viewability, since more than 50% of pixels are viewable for a second.
Channel Description
All About Programmatic Takeovers
KPIs
- Impressions: How many total times was the ad served, including multiple times to the same person
- Click-Through Rate: The percentage at which viewers clicked on the ad
- Cost Per Thousand (CPM): The total cost of campaign, divided by total number of impressions, times 1000
- Reach: The number of unique viewers reached
- Increase in Awareness: Shows if more people know about your brand; can be measured by survey
- Increase in Consideration: More people visiting your site or adding things to their carts
- Conversions: How many people took the desired action of the campaign, like made a call, purchased the product, or visited in store
- Return on Ad Spend (ROAS): The revenue of campaign divided by total spend
Targeting options
- First-and-Third Party Data: Either your own customer database or data options within a DSP
- Retargeting: People who have already taken an action with your company
- Behavioral: For example, someone abandoned their cart
- Contextual: A person with interests similar to your customers’
- Demographic: A person’s job, age, gender, location, etc.
What to consider when designing a TAKEOVER
- Focus on an event: Excellent for advertising a limited time offer
- Personalize: Ensure that your creative is focusing on your target audience, and works with the rest of the site
- Optimize: Consider the size of screen you’re designing for, and make sure that the ad doesn’t break the site
Stats
2-3%
average clickthrough rate
Channels
The Top Programmatic Channels
Channels are digital and physical spaces where you can run messaging that reaches your community. Version2 guides you to select and activate omni-channel advertising, so you can select the most effective format, pivot to what works, and retarget your customers.
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