Media Planning Tools
RFP Creation & Attribute Matching Engine
Every RFP starts with determining the attributes of your campaign. Typical media planning tools ask you to define preferred site content, demography, and for expensive planning tools, they also ask for advanced metrics like buying power index, psychographic targets, and other variables. Each site research tool uses different methodologies for assembling their data; some are panel based, others use cookie tracking, while others piggy-back ISP data. If a site isn’t paneled by one subscriber but is by another, an agency has to then subscribe to BOTH services simply to access the data they need to consider that site.
Our Attribute Matching Engine will help you not only find which sites are the best fit for your targeting needs, but also those that fit within the parameters of how you'd like to allocate your budget.
Once a site list is assembled an agency or advertiser must then engage with each publisher individually, meaning the online process then jumps offline and slows down significantly. Publishers must consider the advertiser, the campaign, the budget, the pricing model you’ve requested, all before indicating their willingness to respond to the RFP. While the site may be a perfect fit for the campaign, the spend level and/or the pricing model may preclude you from running on that site—thus you’ve invested time and energy in contacting a site only to have them refuse the opportunity.
TRAFFIQ streamlines this disjointed process via our RFP creator. In a few simple steps, TRAFFIQ walks an agency through the campaign creation process in a more robust manner than any existing site search tool. In addition to indicating your site content & demographic preferences, we also ask for the following:
- Flight Dates
- RFP Offer Deadline
- Preferred Budget Per Publisher
- Preferred Pricing Model and Guidance if necessary
- Audience geo location, down to the zip-code level
- Ad serving needs, including advanced targeting methods such as behavioral targeting, contextual targeting, and re-targeting
- Exclusion of site types (user-generated video, file sharing sites, etc.)
- And more…
By including additional data points in your preferences, TRAFFIQ’s Attribute Matching Engine will recommend sites not just by their top-line relevance to your audience targets, but also by their willingness to accept the campaign parameters as you’d like to have it set up. This eliminates the waste of talking to publishers who won’t accept the buy and allows for faster responses from publishers with better relevance.
Traditionally, direct-to-publisher buying takes significant time to go back and forth just to get the IO, then even more time to traffic ads and finally launch.
Typically 20 IOs would take 2-3 weeks of back and forth easily. With TRAFFIQ I'm a lot less involved and the process unfolds more rapidly, which is great.
Konrad Klunejko
Media Director RM Limited