Rhea Rizk
Big brand moments are harder to own than ever. Launches, cultural moments, and seasonal pushes are increasingly competing for attention in crowded feeds, where messages blur together and attention disappears in seconds. Marketers don’t just need to show up. They need to own the moment.
That’s where BTO (Branded Takeover) has always stood apart. Kargo pioneered Branded Takeover as an exclusive, full-page ownership model, giving brands control of every ad slot on the page, not a single placement.
And now, BTO Stunts raise the bar. Building on that foundation, Stunts use bold animation and cinematic motion to turn page ownership into a storytelling moment the instant a user lands. Visual elements animate into place, creative comes alive immediately, and the brand commands attention the moment the page loads, setting the tone for the entire experience. As users continue through the page, dynamic elements reinforce the story, creating a unified experience that feels intentional, immersive, and impossible to ignore. The result is page ownership that does not just show up, but makes an entrance competitors have tried to emulate but have not been able to replicate at scale.
The Impact: From Presence to Ownership
Traditional placements compete for attention. BTO removes that competition entirely by giving brands full control of the ad environment on editorial pages, from the first impression to the final CTA. This level of ownership has consistently driven stronger performance, with BTO campaigns delivering significantly higher viewability and longer time spent compared to standard placements.
Stunts elevate page ownership by using animation and dynamic visuals to transform how users experience a Branded Takeover from the moment the page loads. Rather than relying on repeated static creative, animated elements activate instantly, bringing the page to life and establishing a clear visual narrative before a user ever scrolls. As users move through the page, motion carries that story forward, with transitions and visual cues reinforcing the experience through movement rather than repetition. This approach elevates display beyond simple presence, turning page ownership into a dynamic, engaging experience that holds attention longer and drives stronger brand recall within a single visit.
Why Now
Attention is fragmented, feeds are crowded, and audiences are conditioned to tune out anything that feels predictable. The first moments after a user lands on a screen are critical, determining whether content earns attention or disappears instantly.
BTO Stunts are designed for that moment. They give brands more than visibility by using visual movement and storytelling to command attention immediately within premium editorial environments. With uninterrupted page ownership, Stunts create space for ideas to make an impact the instant they appear, then sustain attention as the experience continues. Built for moments that matter, Stunts help brands earn attention quickly and hold it through storytelling rather than disruption.
How It Works
BTO Stunts leverage Kargo’s premium page ownership as the foundation, then layer in elevated animation and motion across multiple placements. Instead of functioning as standalone ads, the units work together as a single experience, with creative activating immediately on page load and visual framing guiding attention as the experience continues. These enhancements are not just aesthetic. When layered onto standard Branded Takeovers, BTO Stunts generated incremental lift across the funnel, with gains of 6% in awareness, 3% in consideration, and 1.4% in purchase intent, reinforcing the role animation plays in breaking through crowded environments. Motion-driven formats consistently outperform static creative, driving higher engagement and longer dwell time by turning page ownership into an experience users actually stop for, rather than scroll past.
Bigger Picture
BTO Stunts evolve page ownership into storytelling, combining Kargo’s premium Branded Takeovers with animation and dynamic storytelling built for how people consume content today. They are designed for moments that matter, from tentpole cultural events to major product launches and brand milestones, when capturing attention is not optional. In a landscape where feeds blur together and attention is fleeting, ownership becomes the advantage. By controlling the entire page and bringing it to life the instant a user lands, brands can own the conversation, shape perception, and turn a single visit into something people actually remember.
