This section is helpful to those that are prospecting or working with a client to delivery advertising. If you’re an advertiser, this section can be skipped.

Digital Marketing Proposal Example: Example

Digital Advertising Proposal Template

Digital Advertising Proposal Template

**Digital Media Advertising Proposal**

**Introduction:**

Dear [Prospective Advertiser],

We are excited to present this proposal for digital media advertising opportunities that will help elevate your brand and reach your target audience effectively. As a leader in digital media, we offer a range of innovative solutions to drive engagement and increase brand awareness.

**About Us:**

[Your Company Name] is a dynamic digital media platform that reaches millions of users worldwide. We specialize in delivering compelling content across various channels, including digital media, websites, and mobile apps. With a dedicated team of experts and cutting-edge technology, we provide advertisers with unique opportunities to connect with their desired demographics.

**Audience Insights EXAMPLE:**

- Our audience consists of tech-savvy individuals aged 18-45 who are active users of digital platforms.
- They are engaged, with high levels of interaction and sharing across social media channels.
- Our audience values authenticity, creativity, and relevance in advertising content.

**Advertising Opportunities:**

1. **Display Ads:**
   - High-impact banner ads strategically placed on our website and mobile app for maximum visibility.
   - Various sizes and formats available to suit your campaign objectives.
2. **Connected Television (CTV/OTT):**
   - Video ads served by location and audience targeting.
   - Find new customers on Streaming TV platforms and channels like Hulu, Paramount, ESPN, Fox News, Pluto, Tubi, Roku, TBS, HGTV and more.
3. **Online Video Advertising:**
   - Pre-roll, mid-roll, or post-roll video ads embedded within our premium video content.
   - Engaging storytelling and visually compelling ads to capture viewers' attention and drive brand recall.

**Benefits of Advertising with Us:**

- Reach a highly targeted audience of digital natives who are receptive to innovative advertising.
- Increase brand visibility and awareness through strategic placement and engaging content.
- Drive traffic, leads, and conversions with our optimized advertising solutions.
- Gain valuable insights and analytics to measure the success of your campaigns and optimize performance.

**Next Steps:**

We would love to discuss how we can customize a digital media advertising strategy tailored to your brand's goals and objectives. Please contact us at [Your Contact Information] to schedule a consultation or request additional information.

Thank you for considering [Your Company Name] as your digital media advertising partner. We look forward to the opportunity to collaborate and help you achieve your marketing objectives.

Sincerely,
[Your Name]
[Your Title/Position]
[Your Contact Information]

AnalyticOwl.com offers the simplest way to sell digital with better pricing, reporting, transparency and campaign controls. Anyone can become an instant digital expert.

Better Pricing
- Lower CPM’s across premium publishers of Streaming TV (CTV), OTT (online video), Display (banner ads), Streaming Audio (digital audio) and DoOH (digital out of home)

Better Reporting

- AnalyticOwl Attribution Reporting that matches ad times (both minute-level impressions and minute-level broadcast ad times) to website and foot traffic metrics

Better Transparency and Campaign Controls:

- Ability to cap the frequency of delivery at a campaign level and placement level

- Full dayparting controls

- Ability to include/exclude devices, platforms, States and zip codes.

- Ability to pull in 1st party data and retarget

- Ability to place media via 3rd party audience segments

- No additional costs for geotargeting

- Sensitive categories (e.g. CBD, Cannabis, Hemp, Gun Accessories, Political) OK

AnalyticOwl’s Scale of Data Insights:
- AnalyticOwl has ~200,000 advertisers in the platform across ~200 industry ca and has measured ~15 billion ad responses across TV, Cable TV, Radio, Digital Audio, Satellite Radio, Podcasts and CTV / OTT.

Using a Demand-Side Platform (DSP) like AnalyticOwl-GPT offers several benefits for advertisers looking to streamline and optimize their digital advertising campaigns:

1. **Centralized Campaign Management**: AnalyticOwl-GPT allows advertisers to manage multiple campaigns across various digital channels, including display, video, social, and mobile, all from one centralized platform.

2. **Audience Targeting**: AnalyticOwl-GPT provides advanced targeting capabilities, allowing advertisers to reach specific audience segments based on demographics, interests, behaviors, and more, ensuring ads are delivered to the right people at the right time.

3. **Real-Time Bidding (RTB)**: AnalyticOwl-GPT integrates with real-time bidding exchanges, enabling advertisers to bid on ad inventory in real-time, optimizing for the best placements and ensuring efficient use of advertising budgets.

4. **Data Insights and Analytics**: AnalyticOwl-GPT offers robust analytics and reporting tools, providing advertisers with valuable insights into campaign performance, audience engagement, and return on investment (ROI), allowing for data-driven decision-making and campaign optimization.

5. **Dynamic Creative Optimization (DCO)**: AnalyticOwl-GPT supports dynamic creative optimization, allowing advertisers to serve personalized and dynamic ads tailored to individual users based on their behavior, preferences, and context, increasing ad relevance and effectiveness.

6. **Cross-Channel Integration**: AnalyticOwl-GPT seamlessly integrates with AnalyticOwl attribution reporting, allowing advertisers to coordinate and synchronize their advertising efforts across multiple channels for a cohesive and integrated marketing strategy.

7. **Efficiency and Cost-Effectiveness**: By automating many aspects of the advertising process, AnalyticOwl-GPT helps advertisers save time and resources, while also optimizing campaign performance to maximize ROI and cost-effectiveness.

8. **Transparency and Control**: AnalyticOwl-GPT provides advertisers with transparency and control over their ad campaigns, including full visibility into ad placements, pricing, and performance metrics, empowering advertisers to make informed decisions and adjustments as needed.

9. **Scalability**: AnalyticOwl-GPT is scalable and can accommodate campaigns of various sizes and complexities, whether targeting a niche audience or running large-scale national campaigns, providing flexibility to adapt to changing advertising needs and objectives.

10. **Compliance and Brand Safety**: AnalyticOwl-GPT adheres to industry standards and best practices for compliance and brand safety, ensuring that advertisers' ads are served in brand-safe environments and comply with relevant regulations and guidelines.

Advertising on Connected TV (CTV) and Over-The-Top (OTT) platforms offers several benefits. Here are the top 10 reasons to advertise on CTV/OTT:

1. **Targeted Reach**: CTV/OTT platforms allow advertisers to target specific demographics, interests, and behaviors, ensuring ads reach the right audience.

2. **High Engagement**: Viewers are highly engaged on CTV/OTT platforms, as they actively choose content to watch, leading to better ad recall and engagement rates.

3. **Non-skippable Ads**: Unlike traditional TV or some digital platforms, CTV/OTT ads are often non-skippable, ensuring that your message is seen by the audience.

4. **Premium Content**: CTV/OTT platforms offer access to premium, high-quality content, providing a favorable environment for brand messaging.

5. **Flexibility**: Advertisers have flexibility in ad formats, allowing for creative and interactive ad experiences, such as interactive overlays and clickable ads.

6. **Measurable Results**: CTV/OTT advertising offers robust analytics and measurement tools, allowing advertisers to track campaign performance in real-time and optimize accordingly.

7. **Cross-Device Targeting**: CTV/OTT platforms enable cross-device targeting, reaching viewers across multiple screens, including smart TVs, smartphones, tablets, and computers.

8. **Less Ad Clutter**: Compared to traditional TV, CTV/OTT platforms typically have less ad clutter, reducing competition for viewer attention and increasing ad effectiveness.

9. **Growing Audience**: The audience for CTV/OTT platforms is rapidly growing, as more viewers cut the cord and shift to streaming services, providing advertisers with access to a larger and more diverse audience.

10. **Future-Proofing**: As consumer behavior continues to shift towards digital streaming, investing in CTV/OTT advertising allows advertisers to future-proof their marketing strategies and stay ahead of the curve.

Geo-Fencing Solution
With the privacy landscape constantly changing, we need to stay ahead to protect our clients, their clients and their customers.

Geo-Fencing Defined
- Geo-Fencing is the act of collecting an audience of people who walk into a specific location (concert, retail store, restaurant etc.) to then retarget them with ads elsewhere.

Geo-Fencing Blockers
- New legislation constantly updating privacy laws around the collection of personally identifiable information (PII).
- Apple Updates blocking MAIDs from being collected.

The AnalyticOwl-GPT Solution
- We can capture all MAIDs or Device IDs at a specific location by running a small display campaign.
- We then build an audience of all the exposed individuals.

Key Benefits
- More accurate data and audiences
- Up to date MAIDs or Device IDs
- Protection from privacy laws and fines
- Better end user experience

Any campaign with any publisher (except Digital Out of Home) can be targeted by geography / location and by audience segments / interests – most common is by geography and age, gender and income.

You can see all the available targeting options on the platform:

Below, you can see the available limitation options on the platform that are not in the list of targeting options.

With AnalyticOwl-GPT, you are able to run campaigns across all channels programmatically.

Choose the delivery method you want and you can COPY an existing or past Campaign under ‘Campaign History’ to pre-fill all the campaign elements and edit only those elements you want to change.

Available Digital Channels:

• Connected TV (CTV)
• Online Video – Apps / Websites
• Display (Banner Ads) – Apps / Websites
• Digital Audio
• Digital Out of Home (DOoH)

Depending on the Digital Channel, the following devices and places are available for displaying ads:

• Game Console
• iPod
• PC
• Phone
• Set Top Box
• Smart TV
• Tablet
• Watch
• Billboards
• Streaming Radio
• Music Service
• Podcast

Client:
Client is the top of the hierarchy.  A client can be a broadcaster or ad agency and can control and place multiple campaigns and placements for multiple advertisers.  OR the client is the advertiser and only places campaigns for their own business.
Advertiser:
An advertiser has specific campaigns and placements with specific campaign packages and/or publishers with specific geographic targeting and audience segment targeting.
Campaign:
A campaign has only specific campaign elements for the specific advertiser.
Placement:
A placement is a different targeting tactic within the same campaign in the same timeframe.
Creative:
Video, Audio and Banners of video, audio or graphics with links.

In the list below, you can see the Digital Channel and what creative formats are available for use:

• Connected TV (CTV) - Video
• Online Video – Apps / Websites - Video
• Display (Banner Ads) – Apps / Websites – Display Banners / Graphics
• Digital Audio – Audio / Companion Banners
• Digital Out of Home (DOoH) – Video / Display Banners / Graphics

The platform supports S2S tracking and platform tracker using a pixel are available (when using a pixel, it must be correctly installed on the site).

Using Tracking Pixel, you may collect Cookie data and use it only for the Web, or IPs data and use it for any Digital Channel available on the platform.

Note,
Website  – {f_advertising_id} macro must be used in the Destination URL.
Application  – {CLICK_ID_MACRO} and {DEVICE_ID_MACRO} data must be transferred to the platform from your tracker.

For Applications (App Store, Google Play), only S2S tracking is available (if you would like to see events on the platform, events and post-events);
For Websites (Brand), S2S tracking and platform tracker using a pixel are available (when using a pixel, it must be correctly installed on the site).

Tracking Pixel

A Tracking Pixel is a piece of HTML code that is being placed on your website or landing page to track user activity and conversions. To track events of your advertising, you need to put a Tracking Pixel (HTML code) on the page that follows the sales page. Often it’s called a confirmation or thank you page. When a user visits this page, Tracking Pixel HTML code registers a conversion in our dashboard (if the user came there because of our advertising campaign). The tracking pixel can also be used on pretty much all networks (if you have access to the landing page code/constructor).

S2S Postback URL

Server-to-Server (S2S) tracking is a more complicated, but better way of tracking information about the user and what he clicked on. This method generates a click ID value via an HTTP request that is used for tracking. Once an event happens, the DSP sends the value and info to your tracking software, and provides you detailed information about everything.

Click URL can be set for:

• Advertiser
• Creative

Hierarchy of using Click URL:

1) Creative
2) If not installed on the creative, then from the advertiser
3) If the link is not set, the click-through ad goes nowhere

Upload Click URL at the retargeting link under ‘Expert-Level’.

Below you can find examples of scripts.

Click:

<script> (function() { var el = document.createElement('script'); el.setAttribute('id', 'resbdmsnk01fqtr'); el.setAttribute('src', 'https://res.bdmsnk.com/sdk/sc.js'); el.setAttribute('data-appid', '184ce720-3c97-0139-5889-22000a9c5d2b'); el.setAttribute('data-tracking_rev', '2007027'); document.head.appendChild(el); })(); </script>

Conversion:

<script> (function() { var el = document.createElement('script'); el.setAttribute('id', 'resbdmsnk01fqtr'); el.setAttribute('src', 'https://res.bdmsnk.com/sdk/sc.js'); el.setAttribute('data-appid', '184ce720-3c97-0139-5889-22000a9c5d2b'); el.setAttribute('data-tracking_rev', '2007027'); el.setAttribute('data-conv', '1'); document.head.appendChild(el); })(); </script>

If you are setting up SDK tracking without GTM, you can use scripts (example) as below:

Click:
<script id="resbdmsnk01fqtr" src="https://res.bdmsnk.com/sdk/sc.js" data-appid="184ce720-3c97-0139-5889-22000a9c5d2b" data-tracking_rev="2007027" ></script>

Conversion:
<script id="resbdmsnk01fqtr" src="https://res.bdmsnk.com/sdk/sc.js" data-appid="184ce720-3c97-0139-5889-22000a9c5d2b" data-tracking_rev="2007027" data-conv="1"></script>

How to check if SDK was set up correctly

For check if the SDK was set up correctly, you need to open the webpage where you put the tracker and open the console. There you should go to the “network” tab and type “bd” in the search window. If everything was set up correctly, you should see status code: 200

1. For setting up a pixel, you should create an account on Google Tag Manager
   2. In the GTM dashboard, you should open the “Overview” tab and install Google Tag Manager
   3. After you created an account, you should open DSP platform and in the “Advertisers” tab find the Pixel IMG Tag and copy it. More information you can find in the “Advertisers” section or in the article “How to get platform tracking pixel”
   4. Then you should go to the “Tags” tab and choose the configuration of the tag. You should choose “Custom HTML”
   5. After that, you should paste the pixel from the DSP platform in the HTML window.
   6. Then you should choose the trigger (action you would like to be counted as conversion) for the pixel.
   7. After all these steps, you should save it and submit.

Yes, please include your Vast Tag to the creative link upload box.

It's possible for Video CTV and Video Mobile creatives.

We have more than 40 exchanges in our inventory, and this list is constantly updated. Among them: Magnite, Smaato, Google Ad Exchange, Xandr, AdColony, Unity, TVP, Fyber, WideOrbit, LoopMe, Fyber, Opera, PubNative, Amazon, Place Exchange, and others.

You can upload a 3rd Party Tracking Pixel to the Retargeting link under ‘Expert Level’ under ‘Start Campaign’, but please ensure it’s tagged as a WebHook URL. It’s possible to include a WebHook URL to track ad impressions through third party services.

1. You can upload a 3 ^rd Party Tracking Pixel to the Retargeting link under ‘Expert Level’ under ‘Start Campaign’,
   A pixel can be installed on the advertiser or specific campaigns/placements.
   Pixels like this may collect data from viewers/listeners who have viewed or heard an ad or who have clicked on an ad.
   You can install a pixel on the advertisers website to collect audience data and use the audience for targeting.
   AnalyticOwl has a proprietary pixel called ‘OwlSight’ that can be used on an advertisers website to capture website details.  Please contact us at adops@owldsp.com

   Audience types:

   • IPv4 – The most popular option, as it is suitable for targeting digital channels such as: Connected TV, Mobile In-App, Desktop or Mobile Web, Audio.  This is placed on the advertisers website to collect user data for the advertisers brand only.
   • IDFA – iOS (upload).
   • GAID – Android (upload).
   • CTV ID – CTV (upload).
   • Cookies – Web (upload/Pixel URL).
   • Impressions – data is collected when you collect data from users who have viewed ads from the platform.
   • Clicks – data is collected when you collect data from users who have clicked on ads from the platform.

1. There are industry categories that are prohibited from being advertised via AnalyticOwl-GPT.
   This list may change without notice.
   Any user attempting to advertise for a prohibited category will be banned from using AnalyticOwl-GPT with all rights reserved.
   
   Prohibited categories include, but are not limited to:

   • Trafficking or exploitation
   • Abortion
   • Adult
   • Alcohol promotion
   • Spy equipment
   • Weapons and explosives
   • Illegal gambling
   • Gross content
   • Minors sexualizing
   • Exploitation of minors
   • Live cams
   • Illicit drugs
   • Drug paraphernalia
   • Psychoactive substances

    

   IMPORTANT: AnalyticOwl-GPT is able to deliver advertising for many sensitive categories, so long as compliant with State and Federal rules and regulations.  These may include CBD, Cannabis, Hemp, Political depending on State and Federal compliance.

1. VIDEO CREATIVE

   Two tiers:

   Tier 1: Simple :15 sec or :30 sec, up to 3 minor revisions at n/c = $375.00

   Tier 2: Custom :15 sec or :30 sec, up to 3 minor revisions at n/c = $750.00

   AUDIO CREATIVE

   Three tiers:

   Tier 1: Simple radio commercial, single voice, up to 3 minor revisions at n/c = $175.00

   Tier 2: Rich radio commercial, multiple voices, up to 3 minor revisions at n/c = $350.00

   Tier 3: Ultimate radio commercial, creative consultation, custom concept, multiple voices, up to 5 minor revisions at n/c = $600.00

   BANNER GRAPHIC CREATIVE

   One tier:

   Tier 1: Multiple sized Banner Ads for Display delivery, up to 3 minor revisions at n/c = $225.00

   To get started - please email:  adops@owldsp.com  - along with creative details.

   For example, is video or audio or both required, which tier level: 1, 2 or 3, ad length, a script or talking points if available, website for reference, logo and any imagery to use if relevant, call to action (website, tel, app) etc.

A/B TESTING: Comparing two versions of a webpage or app to see which one performs better.

ALGORITHM: A set of rules followed by a computer program to solve a problem or perform a task, often used by social media platforms to determine content visibility.

AD EXCHANGE: A digital marketplace where advertisers and publishers buy and sell advertising space through real-time auctions.

AD IMPRESSIONS: The number of times an ad is fetched from its source, and is countable.

AD TECH: Technology used in the advertising industry to automate the buying and selling of digital ads, optimize ad campaigns, and target specific audiences.

ATTRIBUTION: Determining which marketing channels or touchpoints contributed to a desired outcome, such as a conversion or sale.

BANNER AD: A form of online advertising that consists of a graphic image displayed on a webpage.

CTV (CONNECTED TV or STREAMING TV): Televisions or devices connected to the internet, enabling streaming of digital content from various platforms.

CLICK-THROUGH RATE (CTR): The percentage of viewers who clicked on an ad after seeing it, often used to measure ad engagement.

CORD CUTTER: Someone who chooses to stop subscribing to cable or satellite television.

CORD NEVER: Someone who never subscribed to cable or satellite television.

CORD SHAVER: Someone who chooses to reduce paid television fees by eliminating certain television channels.

CORD STACKER: Someone who subscribes to both paid television and one or more streaming service, like Amazon, Netflix, HBO Max, Paramount +, Peacock or Hulu.

CPM (COST PER MILLE): The cost of 1,000 ad impressions, used as a pricing model for digital advertising.

CPV (COST PER VIEW): The cost an advertiser pays each time a viewer watches their video ad.

DIGITAL AUDIO: Advertising that is served on internet delivered audio streaming platforms instead of over-the-air audio/radio delivery. Digital Audio can refer to streaming audio content, podcast content or audio delivered via an app.

DIGITAL MEDIA Content that is stored in digital format and can be transmitted over the internet or other digital networks.

DISPLAY ADVERTISING: Advertising that includes banners, images, and other visual advertisements on websites or apps.

DoOH (DIGITAL OUT OF HOME): Digital signage or advertising displays located in public spaces such as airports, malls, or bus stations.

DSP (DEMAND SIDE PLATFORM): Software used by advertisers and agencies to purchase digital ad inventory from multiple ad exchanges and SSPs (Supply-Side Platforms) in real-time.

ENGAGEMENT: Interaction with content, such as likes, shares, comments, or clicks.

EPISODIC CONTENT: Content delivered by marketers or publishers that is turned into episodes in order to encourage the listener or viewer to come back.

FREQUENCY CAPPING: Limiting the number of times a specific ad is shown to the same viewer within a certain time frame to prevent ad fatigue.

FUNNEL: A model that represents the stages a customer goes through before making a purchase, typically depicted as a funnel shape to illustrate the decreasing number of prospects at each stage.

GEOTARGETING: Delivering content or ads to a specific audience based on their geographic location.

HASHTAG: A word or phrase preceded by the # symbol, used on social media platforms to categorize content and make it discoverable to others interested in that topic.

IMPRESSION: The number of times an ad or piece of content is displayed, regardless of whether it is clicked on or not.

KEYWORD: A word or phrase that describes the content of a webpage or online advertisement and helps determine when and where it appears.

LANDING PAGE: A webpage that users arrive at after clicking on a link or advertisement, typically designed to encourage a specific action such as making a purchase or signing up for a newsletter.

META TAGS: HTML tags that provide information about a webpage, such as its title, description, and keywords, to help search engines understand its content.

MULTI-CHANNEL VIDEO PROGRAMMING DISTRIBUTOR (MVPD): A type of video service provider that delivers multiple video program content across multiple television channels to subscribers, e.g. a video content via a cable or satellite TV service like Charter, Comcast, Verizon Fios, DirecTV, Dish, Cox.

NATIVE ADVERTISING: Advertisements that match the form and function of the platform on which they appear, providing a more seamless and non-disruptive user experience.

ONLINE VIDEO (OLV): Video advertising that is served on online apps and websites. Online Video can also refer to Pre-Roll video advertising.

ORGANIC REACH: The number of people who see content without paid promotion, often used to measure the effectiveness of social media posts or search engine optimization efforts.

OSI: On Schedule Indicator is a metric that shows how an ad delivery is pacing. It's the comparison of the average number of ads delivered each day with the optimal daily delivery - taking into account the impression goals of the campaign across the campaign date range.

OTT (OVER-THE-TOP): Content delivery directly over the internet without the involvement of traditional cable or satellite providers.

PRE-ROLL VIDEO: Video advertising served at the beginning of online app and website content.

PROGRAMMATIC ADVERTISING: Automated buying and selling of digital advertising space using algorithms and real-time bidding.

PUBLISHER CAPPING: Limiting the percentage of a campaign delivered to any single publisher within a certain time frame to prevent any single publisher receiving too much of the campaign delivery.

RETARGETING: Showing ads to people who have previously visited a website or interacted with a brand online, in order to reengage them and encourage them to take further action.

SSP (SUPPLY SIDE PLATFORM): Technology that enables publishers to manage and sell their digital advertising inventory programmatically to advertisers via ad exchanges.

STREAMING: Transmitting digital content continuously over a network, allowing users to access and consume it in real-time.

SVOD (SUBSCRIPTION VIDEO ON DEMAND): Services that offer access to a library of content for a recurring fee, such as Netflix or Hulu.

TARGET AUDIENCE: A specific group of people that a marketing campaign is aimed at reaching, based on demographic, geographic, psychographic, or behavioral characteristics.

TVOD (TRANSACTIONAL VIDEO ON DEMAND): Services that allow users to purchase or rent individual pieces of content, such as movies or TV episodes, on a pay-per-view basis.

USER-GENERATED CONTENT (UGC): Content created and shared by users of a product or service, often on social media platforms, rather than by the brand itself.

VIEWABILITY: A metric that measures whether an ad was actually seen by a viewer, typically defined as at least 50% of the ad being in view for at least one second.

VIRTUAL MULTI-CHANNEL VIDEO PROGRAMMING DISTRIBUTOR (vMVPD): A type of video service provider that delivers multiple video program content to subscribers, e.g. Hulu, Roku, Sling, YouTube TV, Pluto, Tubi, Xumo, FuboTV, Philo