What Is O&O Advertising?

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When publishers refer to advertising inventory on their own apps and websites, they often use the term “O&O”, or “owned and operated.” They “own” this inventory and “operate” all its content and advertising opportunities. Depending on the publisher, there are a variety of O&O advertising products you can buy. Here are some of the most common.

Display ads are the most popular product. In addition to buying ROS, or “run of site” ads, you can also ask about just running ads on certain pages or sections of sites that are more relevant to your target audience.

As tools to produce videos become more readily available, many brands are starting to produce original video content. Pre-roll is the premium product in this space, but mid-roll and post-roll opportunities are also available.

Anyone can create a podcast, but many radio organizations have decades of experience when it comes to audio storytelling. Local radio stations--especially talk stations—typically have podcast advertising to reach that local audience.

Digital O&O sponsorships can include everything from apps and podcasts to written articles. If you’re worried about banner-blindness, then securing a sponsorship is probably a good idea.

There are a lot of advantages to buying O&O inventory directly from publishers. These include premium ad placement, better rates, more effective reach, and frequency, and steady brand alignment with the publisher.

Digital O&O campaigns can be targeted in a variety of ways. You can target people across the nation or just the people in a single zip code. You can target advertising to run during breaking news feeds, or maybe just to content about the great outdoors. You can modify and optimize your advertising mid-campaign. O&O advertising can be a great way to reach your audience.

For more information about O&O advertising, go to https://audienceinmotion.net