What should a planner do if one vendor is offering different CPMs for each campaign when evaluating proposals for multiple clients?

When evaluating proposals from a vendor that offers different CPMs for each campaign, it is essential for the planner to review the CPMs with the vendor. This step is crucial for several reasons.

First, understanding why there are variations in the cost per thousand impressions (CPM) across different campaigns can provide insights into the value being offered. Each campaign may have different targeting criteria, audience sizes, or performance metrics that justify the differing CPMs. By discussing this directly with the vendor, the planner can gain clarity on the rationale behind the pricing and ensure that they are making informed decisions based on the specific goals and needs of each client.

Additionally, engaging in a dialogue with the vendor can lead to negotiation opportunities. If there is justification for a higher CPM, the planner might negotiate better pricing or additional value-added services for the campaigns in question. This collaborative approach can help ensure that the planner is maximizing the effectiveness of the media spend for each client.

Furthermore, this action aligns with best practices in digital media planning, which emphasizes data-driven decision-making and transparent communication with vendors. Ensuring that there is a rational basis for the costs involved will help in providing clients the best possible solutions tailored to their needs.