Sometimes your local paid content and the ad network’s paid content are not be enough to fill your entire ad break, and the listener falls back into the over the air commercial break, this is called OTA Failover.
You can prevent dead air or the listener hearing the over the air commercial break with filler campaigns (sometimes called fill campaigns). Filler campaigns can include promos, jingles, liners, highlights, or PSAs.
Filler campaigns are set up almost exactly the same as paid content, except, instead of Priority 1-3, they are set to Priority 4-6.
The lowest priority campaign (P6) should be reserved for PSAs and set up as a last resort when every other ad/filler has played. It should be created similar to this example:
- Priority 6
- No Compete Code
- 10-15+ PSA ads
- Campaign end date: a few years away
- Several hundred million impressions per ad
- DAAST Ad Category: Uncategorized (IAB24)
These settings emulate an “evergreen” campaign. An evergreen campaign is a campaign that never reaches its goal and never runs out of ads to play.
With this filler campaign created, your other filler campaigns can be set up with some extra customization if you wish.
Best Practice: We recommend keeping 15 to 20 minutes of similar fill in the same campaign and using custom compete codes to ensure that your fill does not sound repetitive.
Example Fill Campaigns
Station Highlight Campaign with DJ Stan
- Priority 5
- Compete Code: DJStanFill
- 5-10 DJ Stan Highlights
- Campaign end date: a year out
- Several million impressions per ad
Generic Station Promo Campaign
- Priority 5
- Compete Code: PromoFill
- 5-10 Station Promo Creatives
- Campaign end date: a year out (Or until promo is over)
- Several million impressions per ad
Halloween Event Promo Campaign
- Priority 4
- Compete Code: HalloweenFill
- 5-10 Halloween Event Promo Creatives
- Campaign end date: after event is over
-
Several hundred-thousand impressions per ad
As long as you make sure you have a total of 15-20 minutes of fill available to each station, you should never have to worry about OTA Failover.
If you have any questions about filler campaigns, please contact AmperWave Support
For more information, see: