OOH glossary · Sales
Backfill
Backfill is what fills unsold billboard time, such as house ads or public service ads.
A face with no paid ad still shows something. Backfill is the plan for that time.
Common backfill is a house ad, a public service ad or a nonprofit. On digital faces, it can also be programmatic buyers or short, low-priced deals.
Backfill keeps boards from looking empty, which helps sales. It should never crowd out paying buyers.
In Gabie
Gabie’s Renewal Save sequence ends with a rep task. It says to prepare revised renewal terms or move the inventory into backfill.