What Is the Difference Between O&O and Programmatic Digital Advertising?
What Is the Difference Between O&O and Programmatic Digital Advertising?
In short, it’s client-owned inventory versus other websites’ inventory. The key differences are control, scale, and margins.
Owned & Operated (O&O) refers to your station’s website inventory, which you ideally leverage first. Programmatic then extends to other websites, apps, and platforms outside of your O&O properties.
O&O Digital Advertising (SoCast Engage)
This is your premium, direct-sold inventory. You have complete control over the environment and typically keep higher advertising margins.
Examples include:
- Display banners on your homepage
- Video pre-roll ads before your radio stream
- Sponsored blog posts
Limited impressions: typically thousands of impressions. Engage is specifically designed for broadcasters to easily manage content and create sophisticated advertising opportunities.
Programmatic Advertising (SoCast Reach)
This is where you leverage automated systems and ad exchanges to place ads across a vast network of external websites, apps, and streaming services. It provides access to trillions of impressions, allowing you to extend a client’s reach beyond your radio station’s inventory.
Key Differences
- Control: O&O offers full control of the environment; programmatic provides broader reach with less direct control.
- Scale: O&O typically delivers thousands of impressions; programmatic can scale to trillions across external platforms.
- Margins: O&O generally yields higher margins; programmatic margins are typically lower due to third-party costs.
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