* 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.