Run of Site
Run of Site (ROS) refers to an online advertisement placement strategy where ads are displayed across all the pages of a website, rather than being confined to specific pages or sections.
Description
In digital marketing, Run of Site (ROS) is an advertising approach that allows an ad to appear on any page within a publisher's website. This strategy offers breadth of exposure, as the ad can be seen on multiple pages, enhancing the likelihood of user engagement. ROS is often a more cost-effective option since it doesn't target specific sections that may have higher traffic or more premium content. However, this broad placement can sometimes result in lower relevancy to the audience, as ads might appear on pages where the content does not align closely with the advertised product or service. Brands often use ROS to increase brand visibility and reach a wider audience, although they may sacrifice some degree of targeting precision.
Examples
- A fitness equipment brand decides to use ROS advertising on a popular health and lifestyle website. Their ads appear on various pages, from recipe articles to workout tips, ensuring that they reach a broad audience interested in maintaining a healthy lifestyle.
- An online bookstore uses ROS ads on a literary news website. Their advertisements are displayed on book reviews, author interviews, and event listings, providing widespread visibility to readers who are likely to be interested in purchasing books.
Additional Information
- ROS can be a good starting point for brand awareness campaigns due to its wide reach.
- While cost-effective, ROS may result in lower click-through rates compared to more targeted ad placements.