Over the Page Advertising is Large Format Advertising over Publisher Content
During the few weeks of 2009, we have been finding advertising agencies and advertisers asking for ideas and strategy on additional advertising activity which gets their products noticed. One such form of advertising that our team has been recommending is Over the Page Advertising (OTP) or sponsorship as it’s referred to in some parts of the world. That can also be called “Take overs” and are mostly often used to run TV commercials online.
Over the Page Advertising works by loading an overlay above the website when a viewers hits the entry page of the site. Typically the over the page advertising usually plays for between 10-15 seconds, then disappears, reverting to the usual website. As to not annoy viewers, Over the Page Advertising is usually capped to one play per day or even on play per week so viewers aren’t distracted from the content they are visiting the website for. A good strategy can be to run sequential advertising on the site after the over the page advertising has loaded. This way, when a user is finished on the site they have the ability to easily click on the similarly branded advertising they originally viewed.
The key with Over the Page Advertising and any sort of online advertising is the creative.
The key with Over the Page Advertising and any sort of online advertising is the creative. The advertising needs to quickly get the message across and when necessary drive people to click on the adverts. Most Over the Page Advertising uses some form of rich media either, audio, animation, video or more to get the message across. Over the Page Advertising works because it has a high level of audience engagement as well as reach which is what most advertisers want from their campaigns.
Some of the enquiries we’ve received recently are one day campaigns to launch a new product at the beginning of the month and mid way through the campaign to spark up further interest. Because of their much higher level of engagement, reach and capping restrictions, Over the Page Advertising are priced much higher than usual CPM rates associated with a media buy.