Remnant Advertising

Remnant advertising can be described as remainder advertising (also known as remnant or last minute advertising) and refers to the air time that a media company or individual station has been unable to sell. Often it can be bought at a steep discount. Advertising time and space is a perishable commodity. If it is not sold, it is lost, used for a "house ad", or given away for public service announcements or some other non-revenue producing filler.

However, instead of taking a loss for unsold airtime or ad space, media outlets will often take far less than their usual retail fees to unload their remnant space. This means advertisers can buy what is typically expensive media for a great deal less money than normal. Although the time is sold at a steeply discounted rate, media sellers benefit as well, monetizing inventory that would have otherwise gone to waste.

Companies that want to take advantage of last minute ad space must make it easy for the media source to work with them and use their ad. Because the space is purchased last minute, advertisers must have the capability to make quick decisions as to creative unit(s), and have the ability to swiftly measure how these last minute buys fit into and/or affects their budget. One caveat with respect to remnant ad buys in radio, TV, and internet radio is that this advertising time is completely preemptable.

Last minute advertising is a means to stretch a company's advertising budget a long way, but companies must be prepared to act quickly and have cash on hand. This is a DIRECT RESPONSE medium. Remnant is usually placed on a number of stations within a market. I suggest toll free numbers for tracking purposes.

Remnant Advertising is also available for TV and Print Media.

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