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Programmatic buying comes to takeover ads

Singaporean-based creative technology platform Bonzai has launched a programmatic takeover ad format for the Australian market in partnership with The Trade Desk and OMG.

Following a series of test campaigns in recent months, Bonzai’s TruSkin ‘takeover’ format can be delivered programmatically through different Australian publishers including News, Nine, MCN, Drive and the DailyMail.

Takeover ads involve the advertiser occupying all the available units on a site’s homepage along with skins that fill the space surrounding the page’s content. Along with creating co-branding opportunities for publishers, it also has the effect of crowding other advertisers off a site.

Example takeover ad (provided by Bonzai)

Rupert Pay, VP of Sales from Bonzai said: “Historically brands have only been able to access this kind of format through high CPM, ‘media packaged’ solutions. We’re delighted that we’ve been able to successfully take this innovative format to market with equally innovative teams under Phil Pollock and Adam Coulter at OMG, and Mitch Waters at The Trade Desk.”

The company, which has been operating in Australia for three years, is understood to be lining up a number of other major Australian publishers and will be making the units available to other agencies.

Phil Pollock, General Manager of OMG Programmatic said: “The teams at Bonzai and The Trade Desk have worked seamlessly to bring what has always been a highly effective, impactful homepage takeover format completely up to date through a programmatic offering. It’s fantastic that we can pass this unique opportunity onto OMG’s clients first.”

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