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Proposal overview
When defining your ad strategy, it’s critical to craft a plan that meets your client’s requirements while achieving campaign goals and objectives. Planner proposals give you powerful insights into your media plan’s potential reach and impressions once those parameters are layered onto your campaigns. You can pre-optimize your audience and targeting details to help ensure each campaign spends in full–all without allocating resources to test-and-learn campaigns.
Your proposals will automatically sync with campaign management tools. This means you can easily transition from planning to execution once you gain client buy-in. Simply convert a proposal to campaigns in one click, add your creatives, and launch the campaigns.
Proposal inputs
You’ll define the name, dates, and creative type(s) for each proposal. You can also apply targeting parameters, if applicable, across five optional categories:
Location: Choose one or more states, DMAs, counties, cities, or ZIP codes; or congressional districts, state senates, or state houses.
Audience: Add segmented audiences from IQM or any of our data providers. These audiences are made up of groups of users who share common characteristics like age, gender, or home ownership status, for example.
Device: Select one or more device types (TV, tablet, desktop, or mobile) or channels (app, web, connected TV [CTV], or over the top [OTT]).
Inventory: Choose Open Exchange inventory or an existing inventory group that you previously created in the Inventory app. If you select Open Exchange inventory, you can add IAB categories and/or specific exchanges.
Advanced: Segment the proposal’s campaigns by one or more of the targeting rules that you add to the proposal. For example, if you choose location and audience targeting, you can segment the campaigns by Locations, Audiences, or both.
Proposal outputs
Campaigns
A single proposal may contain up to 250 campaigns. Refer to the table below for a list of the elements that are generated for each campaign, and which ones you can update.
Campaign element | Is the element editable? | Impact of editing element* |
Campaign name | Yes | - |
Start date* | Yes | Individual campaign’s Frequency Cap, Impressions, and Budget fields regenerate |
End date* | Yes | Individual campaign’s Frequency Cap, Impressions, and Budget fields regenerate |
Strategy | No | - |
Creative | No | - |
Duration | No | - |
Model | No | - |
Reach | Yes | Individual campaign’s Impressions and Budget fields regenerate; full media plan's Total Budget field regenerates |
Frequency Cap | Yes | Individual campaign’s Impressions and Budget fields regenerate; full media plan's Total Budget field regenerates |
Impressions | Yes | Full media plan's Total Budget field regenerates |
CPM | Yes | Individual campaign’s Budget field regenerates |
Budget | Yes | Individual campaign’s Impressions field regenerates; full media plan's Total Budget field regenerates |
*Changing an editable campaign value impacts other fields or, in certain cases, the entire proposal. This column describes which values will change when you update an editable field in a generated proposal.
Forecasts
In addition to customized campaigns, Planner proposals return forecasting metrics that help you evaluate the potential reach of your campaigns before launching them. You can review these estimates while you build the proposal and after you create it.
Forecasting notice: Provided forecasts represent estimates and are based on the last seven days of data across the IQM bid landscape. The bid landscape is variable based on changes in available impressions, market seasonality, and other dynamic factors. |
Forecasting metric | Type | Description |
Reach | Listed metric | The estimated number of individual users who can be exposed to an ad while the campaign is active and has available budget. |
Impressions | Listed metric | The estimated number of times the ad will be served to the audience. |
Total budget | Listed metric | The estimated total dollar amount that the proposal’s campaign can spend, which is calculated by using a formula of (impressions/1,000)*CPM. |
Bid landscape | Interactive graph | A visualization of how different bid prices (CPM) might impact the potential number of impressions that you can win. This data is segmented based on the creative formats that you choose for the proposal. |
Device | Interactive graph | The estimated percentage of impressions that will come from each device that the proposal’s campaigns are targeting. |
Channel | Interactive graph | The estimated percentage of impressions that will come from each channel that the proposal’s campaigns are targeting. |
Refer to Key terms and concepts for more information on how your targeting parameters can impact a campaign’s ability to scale and spend.
Proposal statuses
You can review a proposal’s current status on the Proposals page of the Planner app.
Status* | Definition |
Draft | You started building a proposal, but haven’t selected Generate Campaigns to begin processing it. |
Ready | The proposal is generated, and its forecasting metrics and campaigns are ready for your review. |
Processing | You selected Generate Campaigns, and we’re creating your proposal’s campaigns. |
Converted | You selected Generate Campaigns, and the campaigns were created. Now you can manage and launch them. |
Expired | A proposal that featured a Ready or Failed status reached the end date that you specified in the proposal. Refer to Restore an expired proposal for support. |
Failed | You selected Generate Campaigns, and we were unable to create your proposal’s campaigns. Refer to Troubleshoot a Planner proposal or campaign (link) for support. |
* If a proposal fails to generate after you select Generate Proposal, we’ll notify you and revert its status to Draft.
Key terms and concepts
IQM universe
The IQM universe refers to the total targetable audience that you can reach when you use the IQM platform to buy digital ad inventory. This universe changes based on your campaign’s targeting criteria, and narrows each time you layer on additional targets and blocks. The addressable audience you’re left with after you apply this criteria is represented by your proposal’s targeted reach and impressions.
Forecasting metrics provide a sense of scale to help you determine whether you have the right strategies in place to spend your campaign budget in full and achieve campaign objectives. If a proposal’s scale isn't what you were anticipating, or if potential spend is less than your actual budget, then you have the opportunity to make adjustments to your strategies before you launch a live campaign.
Adjust your targeting criteria to reach more of the IQM universe and achieve scale. If the targets you applied are nonnegotiable from your client, consider thinking about the strategies you may need to add to the campaigns to fulfill your budget.
Locate additional Planner proposal resources