Previously we’ve done two detailed posts about Run of Network and Run of Site.
These two represent only a couple of the most common advertising means. Then pretty much what those words stand for, how they influence your marketing strategy and how they are different from each other?
Knowing the distinctions between RON and ROS is a good way to manage your advertising finances and raise the effectiveness of your marketing efforts. In this article, we characterize the main notions, pros, and most appropriate time-to-use for each method attempting to equip you with a thorough understanding of which one is more suitable for your objectives.
What is Run of Network (RON) Advertising?
Definition and Explanation
Run of Network (RON) advertising is when your ads are posted on many websites of the same advertising network. You don’t get to choose particular sites—your ads get shown wherever the ad space is free within the network. The primary aim is to reach and generate impressions to as many people as possible, broadly.
Advantages and Disadvantages of RON
RON advertising is very cheap in principle. Because you don’t pick the placements, ad networks sometimes offer better prices for RON campaigns. Hence, a perfect solution for companies emphasizing brand awareness.
On the other hand, the absence of targeting may raise a serious issue. Your ad might be served on pages which are not quite fitting your brand leading to wasted exposures and less engagement. In addition, brand safety issues come into play when ads are displayed on low-quality or irrelevant sites.
Best Use Cases for RON Campaigns
RON suits advertisers that:
- Want to get mass exposure and reach the largest number of people possible.
- Have a product with broad appeal that doesn’t need specific targeting.
- Have a limited budget but still want to have wide visibility.
For example: A fast-food chain launching a new menu item and a new mobile app brand establishing a name.
What is Run of Site (ROS) Advertising?
Definition and Explanation
Run of Site (ROS) advertising means your ad is running on the different pages of only one website, not a whole network. You don’t decide the content categorized in different parts of the site but you do have the say on the kind of site that hosts your ad.
Advantages and Disadvantages of ROS
ROS programs allow for more highly targeted campaigns by advertising on a site that is representative of a specific topic that the audience is interested in. Brand alignment is one of the strengths of this method. Being physically present on a site that organically matches your niche, your business is well positioned.
The disadvantage of ROS is that it takes up a larger portion of your budget when compared to RON: you are buying space on just one website. What’s more, because exposure is limited to a site’s visitors, it is not really aimed at large-scale brand awareness campaigns.
Best Use Cases for ROS Campaigns
ROS is a good option for advertisers that:
- Want to connect with a niche audience whose interests align with their product.
- Require brand association with a trusted website to enhance their credibility.
- Can invest more for better and more exact ad placements.
For instance, a fishing gear company placing ads on a top fishing blog or a software brand advertising on a tech review site.
Key Differences: RON vs. ROS – A Detailed Comparison
Targeting Capabilities
As ads are randomly distributed across different websites, Run of Network (RON) allows very little to no targeting. In contrast, Run of Site (ROS) advertising focuses on a more tightly defined group by showing ads to the visitors of a specific website.
Cost and Budget Considerations
Typically a RON campaign is cheaper since it does not involve picking premium or specific ad spaces. On the other hand, ROS is more costly since advertisers are paying for exposure in particular, high-value contexts.
Reach and Audience Size
RON campaigns will advertise a product on a number of different sites, thus providing a broader reach to possible customers, whereas with ROS the focus is on a small, highly-involved audience that visits a particular site frequently.
Brand Safety and Context
The quality and relevancy of the sites where the ads of RON appear are unknown to some extent. This can lead to a potentially negative impact on the brand’s perception. Meanwhile, ROS allows advertisers to have more control by deciding on the sites where the ads are shown, ensuring that these sites are both reputable and relevant.
Performance Metrics
- Such campaigns targeting large groups of people through many different websites are measured by impressions and reach.
- ROS campaigns focus more on engagement rates, click-through rates, and conversions.
Choosing the Right Strategy for Your Campaign
Define Your Campaign Goals
- In case you want to create awareness at the mass level, RON is the better option.
- If you wish to reach a certain audience with higher engagement, then ROS is the choice.
Consider Your Budget
- RON/ROS are both good for experiments but only RON is affordable for those advertisers with a limited budget.
- ROS campaigns are more expensive to run but they have the potential to result in higher conversions.
Evaluate Your Target Audience
- Wherever there is a large and diverse target audience, RON would indeed be a good option.
- If the audience mostly consumes content of one particular type, then ROS will work best.
Real-World Examples
RON Example
During the holidays, a big retailer runs a RON campaign to advertise their sales. The purpose is to get exposure to as many online buyers as possible, irrespective of what websites they visit.
ROS Example
A B2B software company places ROS ads on a leading business technology site. Because the target audience is composed of professionals looking for tech solutions, ROS guarantees the ad will be seen by decision-makers.
Actionable Tips for Optimizing RON and ROS Campaigns
For RON Campaigns:
- Keep an eye on your ads’ showcasing places and block the publishing of your ads on any sites which no longer meet your expectations or are irrelevant.
- Frequency caps need to be in place to ensure the same user doesn’t see the same ad too many times.
For ROS Campaigns:
- Ensure that your ads are placed in high profile areas within a site through an agreement with the publisher.
- Run multiple ad versions side by side to determine which one generates higher engagement.
Conclusion
Whether you go with Run of Network (RON) or Run of Site (ROS) depends largely on what your marketing goals are, how much money you have for the campaign, and who your audience is. If broad exposure is your primary concern and you have a smaller budget, then RON is the better option. If you are more interested in narrow targeting that yields higher engagement, then ROS is probably your best bet.
The main thing is to figure out what your goals are. You might select RON, ROS, or a mix of RON and ROS, but tracking your performance and tweaking your strategy for optimal results should be a top priority. Using the right method, you can turn your advertising budget into a powerful tool for accelerating business growth.
