The Homepage Heat Up

New sponsors tap into homepage takeover ad placements for the best reach in spreading their messaging

Author

Melanie Singer
March 14, 2024

The Media Tracker

Happy Pi Day🥧 This week we're diving into HPTO’s.

What's 🔥 Right Now

Homepage Heat Up

  • Aukus is running a multi-day HPTO across Politico and a 1 day takeover across WaPo, promoting their diplomatic relations and commitment to enhance security in the Indo-Pacific region.

  • Boeing ran a HPTO across The Hill this week, promoting their aerospace sector.

  • Hulu ran a HPTO across NYTimes on Monday, the day after the Oscars, promoting their acclaimed films users can watch on their platform.

  • HSBC ran a HPTO across Semafor this week, promoting their upcoming summit.

  • Giorgio Armani is running a HPTO across Air Mail this week, promoting their new seasonal collection.

  • Warner Bros. Pictures is running a HPTO across The New Yorker, promoting their new film One Life, only in theaters tomorrow.

The thought: the above sponsors are leaning into fresh messaging for their HPTO’s. Each focuses on either timely notes (Armani Spring/Summer collection to streaming award winning films on Hulu), to lesser-known entities.

As noted in last week’s issue, Boeing and Aukus touch on sectors that are less public facing. This is where HPTO’s come in. 100% SOV paired with priority impressions is the strongest ad buy when it comes to brand awareness—especially when the goal is to improve approval rating.  

Ads across the web this week

Notable Campaigns 

Aukus ad on Politico

Aukus ran a HPTO across Politico from 3/11-3/13 and WaPo on 3/12, promoting their diplomatic partnerships between the U.S., UK, and Australia.

Boeing ad on Roll Call

Boeing ran a HPTO across Roll Call on 3/11, promoting their KC-46A Aircraft.

Hulu ad on NYTimes

Hulu ran a HPTO across NYTimes on 3/11, promoting all their acclaimed films.

Pratt Industries, Inc. ad on WSJ

Pratt Industries, Inc. ran a HPTO across WSJ on 3/11, with general brand awareness around their 100% recycled boxes and bags.

Evernorth Health Services ad on Forbes

Evernorth Health Services is running a week-long HPTO across Forbes, promoting general brand awareness around their care and benefit solutions.

NHTSA ad on Bloomberg

NHTSA ran a HPTO across Bloomberg on 3/11, drawing awareness around how to find the right car seat.

Samsung ad on NYTimes

Samsung ran a HPTO across NYTimes on 3/12, promoting their Galaxy S24 Ultra.

HSBC ad on Semafor

HSBC ran a HPTO across Semafor on 3/12, promoting their Global Investment Summit.

Giorgio Armani ad on Air Mail

Giorgio Armani is running a HPTO across Air Mail this week, promoting their Spring / Summer collection.

Meta ad on WaPo

Meta is running a HPTO across WaPo today, 3/14, promoting the metaverse.

Warner Bros. Pictures ad on New Yorker

Warner Bros. Pictures is running a HPTO across The New Yorker today, 3/14, promoting the film One Life.

W.K. Kellogg Foundation ad on Axios

W.K. Kellogg Foundation is running a HPTO across Axios today, 3/14, driving to a studio piece (found within the branded content list from Jan.), which focuses on DEI.

Newsletter Tracker

Meta sponsorship on Axios AM

Here's a link to the full newsletter list

Across the newsletter tracker, this week has a STR of 59%, 4% down from last week💰

New Branded Content

American Chemistry Council studio piece on WaPo

Here's a link to the full branded content list

Industry News + Product Launches

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