Sector SPDR ETFs High Impact Site Takeovers

Problem

Select Sector SPDRs just completed a new set of creative assets to promote each of their 11 sector ETF funds. The general media strategy for the campaign is to leverage contextual targeting capabilities on financial sites. So for example, an article about materials stocks would show the XLB (The Materials Sector) creative. Along with contextual targeting, they also wanted to incorporate a top-funnel component to the campaign in order to raise awareness for the brand overall. We needed to marry the sector-specific creative that was developed for contextual targeting with a high impact site-takeover execution. 

Solution

Our media and creative team worked together to select days that would have predictable coverage of specific topics in Financial websites to schedule home page takeovers. Days like the Federal Reserve Interest Rate Announcement and the Apple Fall Event. Having advance knowledge of what content would be featured on the home page, allowed us to plan creative executions around specific sectors which allowed us to simply adapt the creative that was already developed for our contextual campaign- for example, on the day of the Fed announcement, we ran creative for the Financial Sector. 

Results

The strategy was very effective in driving qualified and interested traffic to the Sector SPDR website. The campaign resulted in a 0.31% overall CTR and 288% more time spent on the site, compared to pre-roll placements.