Filler is unpaid content such as station promos, public service announcements, and so on. Filler 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 content type, 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 with creative. 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.
A filler flight typically has no impression goal, but remember that a no-goal flight has no impressions limit.
Create a Filler Campaign
You can 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 has creative containing several ads 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 ad per flight to play, per break.
Step 1: Create a Filler Advertiser
Make sure you have created a filler advertiser.
Step 2: Create the Filler Campaign
In the Campaigns page, select + New campaign.
Select the filler advertiser.
Give the new campaign a Name that will help you identify it. Example: "KSAD Filler PSA" indicates that this is the filler campaign of Public Service Announcements for station KSAD.
Select the team.
Select Create campaign and… Create flight.
Step 3: Create the Filler Flight
On the New flight page, give the flight a useful name. Example: "PSA filler 30 sec" indicates that a flight contains 30-second PSA creative.
Select the filler campaign you created earlier if it isn’t already selected. If you came to this page from the Flights list, you'll need to select it now.
Enter the following Delivery Details:
Start and End dates. For filler flights you'll typically select 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 is selected automatically. Leave it selected. Leave the Pricing model as CPM, the default selection.
Select your Content type and Position. For this example, select Live and Midroll.
Add the Frequency cap.
Skip past the Creative section for now and assign the flight to your station in the Targeting section:
Select 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.
Once you have added the targeting, select Create flight. The flight must exist before you can go back and add creative.
Step 4: Add the Creative
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.
Select Save flight to finish.