Gail Chiasson, North American Editor
The Digital Place-Based Advertising Association has posted on its web site a draft document spelling out the best practices essentials that digital place-based networks need to provide when agencies issue RFPs.
Titled Best Practices: RFP Response to OOH Planners and Buyers, it is labeled a ‘draft’ because the DPAA is soliciting feedback before final publication/distribution in March.
“We’re really anxious to get a reaction from the industry and want to integrate information that should be included before finalizing the document,” says Susan Danaher, DPAA president. “The aim this is to really facilitate the buyer-seller process as a service to the industry.
“Our Out-of-Home committee chaired by Dan Wilkins from N2 worked very hard on this. The committee is composed of agency specialists, network operators and others involved in supporting the buying or selling process, who all worked together to outline these items as important and fundamental to the RFP responses when working with agencies who buy out-of-home media.”
The DPAA would appreciate replies whether by emailing Ryan Pogy at DPAA (ryan.pogy@dp-aa.org) or by posting a comment on DailyDOOH.
The DPAA Committee says that any digital place-based media seller, network or otherwise, responding with a digital place-based media solution to an OOH planner or buyer should at least give the information suggested. 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 Committee determined that this information is fundamental to what an OOH planner or buyer will need to know to evaluate the network efficiently. The easy-to-follow checklist is not intended to limit the information in the response and the network’s unique selling proposition may be appropriate.
The checklist deals with Audience; Distributions; Programming/Advertising Environment; Technical Specifications; Options and Restrictions; and Rate Information. 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 just below the main list.
Network operators, agencies, advertisers and anyone else in the planning-buying-selling process are urged to respond. See the document here.
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