Next week, Mitsubishi will be taking over Yahoo's front page for the day. This effort will generate 100 million impressions and hopefully generate 20,000 leads for the Eclipse. To get this, Mitsubishi needs around a 5% CTR and a 0.40% conversion rate from click-to-impression. That seems doable.

Takeovers are a great way to achieve both branding and direct marketing goals. But I have to wonder, how many impressions does Mitsubishi really need to accomplish this goal?

Owning all impressions on a homepage is guaranteed to bring a smile to any Fortune 500 CMO. It's simple, easy to understand, and fits the high reach model that they're used to buying on. It's also incredibly easy work for publishers and the agencies that negotiate the deals. Yahoo sells homepage takeovers for a flat fee for a full day.

I imagine that the Mitsubishi deal could be a ton more efficient if Mitsubishi set a frequency cap at 1 per user per day. Yahoo is unlikely to do this because it goes against their sales model (which works quite well for them) but I can't help but wonder if Mitsubishi's effort wouldn't be that much better for it.