Run of site

Run of site is the term that describes advertising placements that could be delivered from anywhere in a site. It's like 'run of schedule' in broadcast, but can mean a much broader range of environments than you'd find in network television. If the website is a niche content site where the same type of material attracts a similar audience throughout, then the effectiveness of the advertising will be relatively similar across the site. However if the site is a portal with a diverse range of material that appeals to many different types of people then you might find the content doesn't match up at all with your consumers. ROS is a lower price media buy but the risks of run of site mean that you might not be reaching the right people at all. Always ask the media owner for more insights about who is in the different sections and be cautious about ROS.