ROS (Run Of Site)

ROS (Run Of Site) is a term often used by media agencies when picking ad placements.

What is a ROS (Run Of Site)?

A Run Of Site (ROS) is a term often used by media agencies. It means that (part of) an online advertising campaign targets all pages of a given website. This can be a good idea when the campaign is of interest to a broad audience, or when all pages of the website are relevant to the advertisement.

A Run Of Site usually costs less than more targeted campaigns, but generally are less effective to generate sales or leads. Therefore, a ROS (Run Of Site) is mainly useful if:

  • You want to run an online branding campaign
  • Creating awareness for a new product or service needs to be created
  • All the websites’ pages are relevant for and frequented by the target audience.

Run Of Site-campaigns from media agencies are often CPM-based. A Run Of Site is also possible within PPC campaigns. For instance, by using placements within Google AdWords.




We recommend a Run Of Site to be used with caution. However, it can be very effective when combined with behavioral targeting or remarketing. Make sure you measure the results using Key Performance Indices (KPI’s) and web analytics, so you know whether your advertising expenditure yields sufficient results.

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