Media Planning and Buying Services

The Vendor is required to provide a modern media agency to serve as its agency of record to research, recommend, negotiate, purchase, place and track brand-safe paid advertising across a multi-channel mix of state-only channels.
- Provide develop and execute media strategies that drive measurable business outcomes, align to agency brand positioning, and optimize media investment through data-driven planning, audience segmentation, vendor negotiation, and continual performance measurement.
- The Media Services will primarily include ongoing media planning, consulting, and account management Services.
- Proactively identify and provide strategic direction to support Lottery’s promotional and brand outreach efforts in alignment with Lottery’s programs and products.
- An emphasis on creative alignment, purchasing, trafficking, ad verification, brand safety, Lottery policy compliance, and transparent reporting on analytics, insights, and key performance indicators. 
- Consideration and incorporation of first and third-party data strategies; privacy-forward targeting; cross-device and cross-platform measurements; and tools, methods or partnerships for attribution, testing and brand lift where appropriate.
- Media briefs with key business updates, campaign background, timing, budget, audiences, and objectives, past performance, campaign mandatories, and other pertinent or important information.
- Data-informed insights to strengthen Lottery’s brand messaging.
- Market or industry research and insights around trends, challenges, and innovative opportunities.
- Align objectives and strategies that focus on audience, timing, geography, budget, communication goals, and media vehicles.

- Contract Period/Term: 5 years
- Questions/Inquires Deadline: December 19, 2025