Glossary A–ZLetter F
Filler content
Filler content is a creative that occupies an ad slot in the loop when it has not been sold.
It can be the operator's own advertising, a notice or a neutral image.
Without filler content the loop would get shorter, and every booked spot would play more often than paid for. An example: if only six of twelve slots in a loop are sold and the rest are left out, the six spots play twice as often as agreed. Filler content keeps the length of the loop, and with it the agreed frequency, stable.
Filler content is shown but not billed as advertising; in the play report it appears separately from booked spots. Operators should store at least one filler item of suitable length and format for each screen. Filler content should be timeless or have an expiry date, so that an outdated notice does not run for months. Information that is useful in the setting also works well as filler.