Run-of-press (ROP) is a term commonly used in print advertising, specifically newspaper and magazine ads. It refers to the placement of an advertisement within a publication, where the advertiser has no control over where their ad will appear. In this post, we'll dive into the ins and outs of ROP and answer some common questions about it.
Run-of-press (ROP) is a type of media buying in which an advertiser purchases ad space in a publication without specifying where the ad will be placed. Instead, the publisher chooses where to place the ad within the publication.
Unlike other types of media buying, such as guaranteed placement or targeted placement, ROP does not guarantee specific placement for an advertisement. This means that an ad could be placed anywhere within the publication, from the first page to the last.
One benefit of ROP is that it can be more cost-effective than guaranteed or targeted placement. Advertisers can often negotiate lower rates for ROP because they are taking on some risk by not specifying placement.
Another benefit is that ROP can sometimes result in unexpected exposure for an advertisement. If an ad is placed in a prominent position within a publication, it can generate more attention than a targeted or guaranteed placement would have.
One major drawback of ROP is that an advertiser has no control over where their ad will appear. This means that it could end up being placed in a less-than-desirable location within the publication.
Another drawback is that ROP does not allow for targeting based on demographics or other factors. Advertisers may not reach their intended audience if their ad is placed in the wrong section of the publication.
Ad Tech can help with ROP by providing publishers with better data about their audience and how they interact with different sections of the publication. This can help them make more informed decisions about where to place ads within the publication.
Ad Tech can also help advertisers track performance metrics for their ROP ads, such as impressions and click-through rates. This data can be used to optimize future campaigns and improve ROI.
Whether or not to use ROP depends on your goals and budget for your print advertising campaign. If you are looking for a cost-effective way to generate exposure for your brand, ROP may be worth considering. However, if you need more control over where your ads appear or want to target specific demographics, you may want to explore other options like guaranteed or targeted placement.
