Best Practices: RFP Response to OOH Planners and Buyers
BACKGROUND
The DPAA Out-of-home (OOH) Committee developed the recommended RFP Response to OOH planners and buyers to make the buying process more efficient for digital place-based media sellers and OOH planners and buyers alike. Any digital place-based media seller, network or otherwise, responding with a digital place-based media solution to an OOH planner or buyer should respond with at least the information suggested below. In general, digital place-based media sellers should anticipate the needs of the agency to make a quick and informed decision from the RFP response.
The information below should be included in any response to an RFP whether the information is requested or not. The DPAA OOH Committee determined that this information is fundamental to what an OOH planner or buyer will need to know to evaluate the network efficiently. This list is not intended to limit the information in the response and the network’s unique selling proposition may be appropriate. With any RFP, it is important that the response be tailored to the marketing goals of the RFP and when the RFP specifies a geo-targeted area, additional information is recommended as outlined below.
ASSUMPTIONS – Some items which are assumed to have already been presented or explained (in a sales presentation) and therefore redundant are; overall capabilities, research (if any) and by whom, programming description and content partnerships (especially as it relates to potentially competitive properties which an agency would need to evaluate).
How to Use:
As a Checklist– This list is not intended to be a format for all responses; rather this should serve as a checklist to ensure that you have included everything in the response in addition to the RFP’s specifics. Unless otherwise requested the following information should be supplied in Excel.
|
RFP Response to OOH planners and buyers Please submit in Excel (unless otherwise specified) |
| Audience: |
| Impressions (based on the details of the RFP and proposal being submitted) |
| Impressions Methodology and Research Source |
| Information Pertaining to Network Dwell Time and Source of information (i.e., how long does the consumer spend with a network’s screen on average) |
| Distribution: |
| Number of Markets (DMA or etc…) |
| Venue type (s) (if not clear from the name of the network) |
| Number of Venue Locations |
| Number of Screens |
| Programming / Advertising Environment: |
| Programming/Content Length |
| Content Details (i.e., news, weather, entertainment, custom) |
| Total Rotation Length (inclusive of content and all ad spots) |
| Number of Spots in the Rotation |
| Spot Length |
| Hours the Screens are in Operation (i.e., office networks run from 7am-7pm) |
| Technical Specifications: |
| Audio or No Audio |
| HD or Not |
| Delivery Method (IP Addressable, etc.) |
| Screen Sizes |
| Accepts DPAA Standard Ad Units (state all that apply 16:9, 4:3, 9:16) |
| Options and Restrictions: |
| Flexibility Potential or other Unique Qualities (i.e., dayparting, weather triggers, dynamic messaging, market cherry-picking, etc.) (Include timing to execute i.e. real time, 24hr notice etc.) |
| Any Creative Restrictions or Third Party Approval Processes (and timing) |
| Category Exclusivity and/or Description of Competitive Separation |
| Rate Information: |
| Cost (all details transparently included, i.e. CPM based? Based on 4-week period? 2-week period? Etc.) |
| Payment terms: (Pre-Payment Requirements) |
|
Geo-targeted Specific Proposals Additional information is required Please submit in Excel |
| Location List with at Least Addresses, Latitudes and Longitudes if Available (this assumes that the RFP has called out a location criteria. If geographic criteria is not specified, a simple “Available upon request” is sufficient. |
| Number of Screens per Venue Location |
The process:
The Mission of the OOH Committee is to enable the OOH Planners and Buyers and DPAA members to most effectively and efficiently conduct business. The committee identified RFP responses as an area that needs standard response data to help drive efficiency between buyers and sellers. The DPAA OOH committee is composed of agency specialists, network operators and others involved in supporting the buying or selling process, which all worked together to outline these items as important and fundamental to the RFP responses when working with Out-of-home agencies.
The DPAA would like to recognize and thank the Out-of-home Committee for dedicating their time and effort to this project.