Every marketing campaign has many different types of advertising at their disposal. Billboards. Television Commercials. Magazine Articles. Newspaper Adverts. Roving activations. Distributing flyers. And then there are all the options online. There isn’t one right campaign strategy because every campaign targets a different audience, but how effective are each of these mediums and when are they done right? Today, we are going to look at the ‘homepage takeover’.
For those of you outside the marketing world, a homepage takeover is when an organisation takes over the (usually plain) background of an influential site. Yahoo! has offered their site in the past. News Outlets often have a blank background ripe for branding. Even ticketing websites can prominently feature one of their entertainment offerings on the front page. But I want to look at the current Broadway.com homepage.
As one of the first locations for information search when potential audiences are looking for tickets to a Broadway show, most advertisers would want their show to be front and centre on this website. If audiences are not sure what show they want to see, they will probably start looking into the most prominent show first before clicking deeper into the website. And when you click onto this website at the moment, Hamilton is quite clearly the most obvious place to start.
However, there is one issue with this form of advertising which marketers often overlook.
We don’t like ads. And even more inconvenient than our innate dislike of any advertising content, is having to navigate around advertising on a site when we are looking for hard facts.
Who has visited a website and clicked on an ad by accident when simply trying to scroll down a page? I know I certainly have. And not only am I a little ticked off because I have been inconvenienced in my information search but I also shut that link down almost as quickly as it opened.
Now that the downsides have been aired. I have to admit that it is actually a pretty effective way of alerting visitors to a particular product, service or offer. In this case, I will certainly be keeping my eye out for more information on Hamilton above any other show. It is also certainly a lot more effective than many of the other advertising options on this screen. Not including the obligatory show listing in the carousel, there are seven different advertisements on this screen alone. Hand to God, Book of Mormon, Matilda, Wicked, Hedwig and the Angry Inch, 39 Steps and An American in Paris.
Did you notice any of the other non-Hamilton shows when you looked at that picture? The homepage takeover of Hamilton took all the attention away from any other advertisements on that page.
As with all advertising options, there are pros and cons. But in this case the pros probably outweigh the cons for a certain stage of the purchasing process. It probably doesn’t drive immediate ticket purchases (because you can’t get any good tickets for ages and not many people spend $350 on a whim). But it is a phenomenal tool to increase the awareness of potential audiences.
Going forward in their information search, customers will see more information on this new musical and think ‘I saw that earlier’. Or ‘That looked pretty cool on the homepage, I’d better look for a bit more information’.
So it may not drive immediate ticket sales but it will get your potential audiences moving towards a ticket purchase in the near future!