Market-level Planning Tools Allow Agencies to Quickly Estimate Campaign Costs and Evaluate Proposals from Vendors
DOmedia, the leading platform for buying and selling out-of-home advertising in the U.S., announced that it has expanded its offering to include market-level planning tools. This functionality has historically cost agencies and media vendors thousands annually per seat license from other tech providers. DOmedia will offer unlimited seat licenses at a substantially lower cost to vendors using the DOmedia Supply-Side Platform (SSP) and, initially, at no additional cost to agencies using the DOmedia Demand-Side Platform (DSP).
Market-level planning tools, also known as pre-planning tools, allow media buyers and sellers to quickly understand how types of advertising can be combined to reach a target audience in a given market. This can then be used to estimate the cost of a campaign based on the average cost of media within a market. Market-level planning tools allow agencies to quickly estimate campaign costs and evaluate proposals from vendors.
“We have already seen so much success in using DOmedia within our agency for our outdoor planning/buying needs, but these features provide an additional layer of insight to our buys. We were using another system before, but this is much more accessible on an individual user basis. DOmedia has been really insightful in the outdoor space and this is just another way they constantly adapt to create a premium product,” said Rachel Williams, Media Manager, Harmelin Media.
These same tools allow vendors to quickly assess their ability to respond to agency RFPs by seeing which pieces of inventory can be combined to meet the requirements of a campaign.
“We invested in the DOmedia proposal platform to streamline our proposal process, which has been too fragmented. We are always looking for ways to improve for our clients, and we believe this platform facilitates such improvement,” said Mike Norton, EVP, Norton Outdoor Advertising.
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