Filler

Filler is unpaid content such as station promos, public service announcements, etc., that usually only plays when there is no paid content available. Typically, you create a special filler advertiser to associate with filler content, then you create filler campaigns and flights set up to deliver filler. Filler can be used with any delivery method, but is most commonly used by live-stream publishers.

You create filler the same way you create paid ads; you need an advertiser, a campaign, and a flight containing one or more creatives. The main difference is that filler is unpaid, so there are no impression or financial goals, and there are specific targeting and frequency cap considerations, as described below.

Creating a Filler Campaign

Before you begin, make sure you have created a filler advertiser. You can then create a filler campaign that contains one or more filler flights. The instructions below are for a typical scenario; a campaign with one flight that contains several creatives that act as filler on a rotating basis. Generally speaking you should create several filler campaigns, or at least several flights within your filler campaign, as frequency capping only allows one filler creative per flight to play, per break.

To create a filler campaign with one flight and multiple creatives:

First, create the campaign:

1. On the Campaigns page, click + New campaign.
2. Select the filler advertiser.
3. Give the new campaign a name that will help you identify it, such as "KSAD Filler PSA" (indicating this is the filler campaign of Public Service Announcements for station KSAD).
4. Select the team.
5. Click Create campaign and create flight.
   

Next, create the flight:

1. On the New flight page, give the flight a useful name, such as "PSA filler 30 sec" (indicating this flight contains 30-second PSA creatives).
2. The campaign should already be selected. However, if you came to this page from the Flights list, you'll need to select it now. (Select the filler campaign you created above.)
3. Enter the following delivery details:
   • Start and End dates. (For filler flights you'll typically use start today and select one of the end date presets such as Start + 365 days or End of start date year.)
   • For Priority type, select Filler.
   • For Priority level, you typically select Normal.
   • For the Rate, enter 0 or leave it blank. When you selected Filler as the Priority type, the No goal box was selected automatically. Leave it selected. Leave the Pricing model as CPM (the default selection). Note that a "no-goal" flight has no impressions limit.
   • Select your Delivery method and Position. For this example, select Live and Midroll.
4. Now add the Frequency cap. Remember that frequency caps in TAP take effect at the listener level, meaning they are linked to the individual listener (either via the identifier for the individual connection or by listener ID if one is available).
5. Skip past the Creative section for now and assign the flight to your station (in this example, KSAD) in the Targetingsection:
   • Click Create content targeting rule.
   • Select Station/podcast.
   • If you have many stations, use the filter to narrow the selection. Then select the checkbox on your station to select it. Your selection is confirmed at the bottom of the panel, in the Matches any rules section.
6. Once you have added the targeting, click Create flight. (The flight must exist before you can go back and add creative.)

Finally, add the creative:

1. Now it's time to add creative. Use the same process for adding filler creative as you do for adding paid ad creative. There are no specific steps or procedures for filler creative. Most likely you will upload several creatives into each filler flight, set to the default of even distribution.
2. Once you have added the creative, click Save flight to finish.