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The digital marketing glossary > S > What is Spray and pray definition?

What is Spray and pray definition ?

Spray and pray is an expression originally used for decrying traditionnal advertising on big media (TV, magazines,..) for branding purposes. You spray money on "unaccountable" media and pray for results.

In the first years of the Internet era, online advertising advocates (publishers, IAB, digital agencies, etc) have, in a somewhat legitimate way, used the "spray and pray" argument to promote accountability and targeting capabilities of online advertising.

Paradoxically, the "spray and pray" argument is now used to promote programmatic buying of unique ad impressions on ad exchanges against "traditional" buying of ad impression packages at media kit rates.

Published on Tuesday 20 November 2012 (Authors)