Media Buying Partner Services

The vendor is required to provide will manage our media buying and ensure brand consistency.
- The evolving media landscape, increasingly complex customer journeys, and channel proliferation have created fragmented operational landscapes that are challenging to navigate effectively
- These conditions necessitate greater flexibility and specialized expertise that a multi-agency approach may better provide.
- Mass affluent: engaging individuals with higher incomes and more complex financial needs, focusing on investment products and personalized financial advice.
• Financial advice seekers: targeting individuals who value financial expertise and are willing to pay for personalized advisory services, including retirement, wealth management and investment planning.
- Business audiences:
• Small to enterprise-level businesses: supporting entrepreneurs, mid-market, and senior businesses, with emphasis on agriculture, energy, real estate, and diversified industries.
• Investors and capital markets: engaging both mass affluent and high-net-worth investors with sophisticated investment solutions and capital market expertise.
• Corporate: reaching c-suite executives within corporations.
- Specialized audiences:
• Equity-seeking groups: demonstrating cultural competence and impact in reaching racialized minorities, indigenous communities, and women.
1. We demonstrate our commitment to equity seeking groups by allocating 5-6% of our annual media budget through two strategic approaches: targeted mainstream media buys and direct partnerships with vendors owned by women, indigenous, and racialized communities
• Newcomers to state: effectively communicating with and engaging newcomers to state.
2. Gen z: reaching young adults (18-25) with tailored messaging and digital-first strategies that resonate with their values and financial goals.
- Developing agile strategies: adapt media approaches based on agency internal insights, target audiences and external expertise.
- Enhancing audience targeting for Omni channel strategies: optimize media investments using agency first-party data, your analytical capabilities, and channel / 3rd party data partnerships.
- Leveraging technology: integrating artificial intelligence (AI), automation tools etc. for improved media execution and performance measurement.
- Fostering collaboration: working closely with multiple teams at agency and other agency partners.
- Optimizing operations: streamlining workflows for efficient media planning and execution.
- Delivering campaign results and quality outputs: deliver campaigns that are both strategically aligned with agency briefs and demonstrably successful in achieving campaign goals, ensuring alignment with agency overall strategy and target audience engagement.
- Holistic and tactical planning and strategy: operating and effectively planning at both the micro (tactical) and macro (strategic) levels.
- Data: established data governance and standardization frameworks, alongside robust data pipelines, to ensure optimal data accuracy and reliability for analytics.
- Media planning, buying and strategy
• Media planning – build cross-channel media strategies aligned with agency business goals.
• Media buying - strategically purchasing ad space across various channels (TV, radio, digital, print, out-of-home) to reach target audiences and achieve campaign objectives.
• Targeting expertise – implement audience segmentation using first-party and third-party data.
• Strategic investment approach and innovation – apply an 80/20 media allocation model (80% to proven performers, 20% to innovation); bring forward emerging media platforms and technologies to reach target audiences in new and engaging ways.
- Media buying & execution
• Multi-platform buying – depending on your agency model (full service or specialized): execute programmatic, social, search, and traditional media buys.
• Cross-channel optimization – maximize reach and efficiency through continuous media refinement.
- Data & measurement
• Performance analysis & reporting – monitor, analyze, and optimize campaigns with real-time insights.
• Data management & martech integration – align media measurement with agency marketing technology stack and data platforms: data delivery via application programming interface (API), enabling seamless integration with the client's extract, load, transform (ETL) tool, or shared google cloud platform (GBQ) environment
- Industry and audience specific media expertise
• Financial services & fintech – deep understanding of financial services, banking paid media landscape, trending content, and competitor campaign strategies.
• Business & wealth audiences – strategies for entrepreneurs, corporate executives, and high-net-worth individuals.
- Audience-centric & niche media strategies
• Diversity, equity & inclusion (DEI) media – reaching indigenous, newcomer, and equity-seeking communities.
• Localized & community-based media – employing hyperlocal strategies to connect with niche audiences that mainstream media overlooks.
- Emerging & performance-driven media
• AI-powered media– driving strategic decisions through advanced audience modeling, machine-learning optimization, and expert counsel on AI-influenced channel dynamics.
• Retail media – expertise in new and emerging retail media networks and audience targeting strategies. - Media strategy and planning
- Media buying and execution across the following channels:
• Programmatic display/audio/video
• Paid social media - major platforms and emerging platforms
• Paid search - major search engines and emerging platforms that evolve traditional search tactics
• Traditional media - broadcast TV, radio, out-of-home (ooh), and print
- Data and measurement
• Performance tracking and attribution: ensuring all agencies use standardized media KPIS, and have established internal data cleanliness structures and reporting frameworks.
• Media optimization: using AI, automation, and a/b testing to refine campaign effectiveness.
• Supporting the development and data requirements for a centralized cross-agency campaign dashboard is our priority; this includes addressing crucial aspects of data governance, such as:
1. Implementing a uniform naming structure to guarantee data consistency across all reporting
2. Establishing clear guidelines for conversion reporting to maintain accuracy and reliability; these measures are essential for fostering transparency and informed decision-making
• Contributing to mixed media modelling development and using its output to optimize budget allocation and measure the effectiveness of various media channels.
- Questions/Inquires Deadline: March 17, 2025