Differences by type of media
The way in which advertisers are best able to use last minute advertising to their advantage depends upon the type of media:Newspapers
Because they are often published daily and have a fairly set format, newspapers offer plenty of remnant space opportunities. One success factor, with newspapers especially, is advertisers' willingness to accept smaller remnant ads, because those are the ones that may be needed to fill out the paper.Magazines
One of the great remnant opportunities lies with national magazines in theRadio
Radio is one of the best media for remnant buys because—unlike print media which can be expanded and contracted to a certain extent as needed—radio advertising is finite. There are a fixed number of spots in one hour that must be filled. So, even more than other types of media, advertisers have a better chance of getting discounted ad space on the radio. And the discounts can range from 25% to 75% off the retail price.Television
The ever-expanding proliferation of television stations—be they network, cable, or satellite—is good news for advertisers. There is plenty of television remnant space to be had and discounts can be as high as 90% off the rate card.Outdoors
Everywhere you look you see billboards that go unfilled. Although this is not last minute advertising in the strictest sense because often these spaces go unfilled for a long time, it is a major form of remnant advertising and should not be ignored by companies looking for opportunities to advertise especially for short bursts.Sponsorship
Many sporting and other events are unable to get the advertisers that they would like. This is another form of remnant advertising. While large sporting events such as the Super Bowl orOnline advertising
Online, because of its real-time delivery model, is, in theory, a perfect place to execute remnant inventory deals. With historically low sell-through on a site or ad and page impressions increase dramatically and unexpectedly, having a hopper filled with remnant inventory deals is a great way to ensure you're maximizing the ad revenue off of your inventory. Often, these deals are managed over a network of sites from one centralized ad server or ad system. Cheaper deals, often CPA (Cost per Action) or CPC (Cost per Click), will often run this way and will compete against one another on a normalized basis of CPM (effective cost per thousand mpressions. As these impressions, by definition, are based on remnant inventory, impression levels are not guaranteed and advertisers will only pay for what they get.External links
* https://www.usatoday.com/money/smallbusiness/columnist/strauss/2006-01-16-remnant_x.htm Advertising