Read Time: 6 minutes
Learn how to use AmpPlus to scale proposals without extra production by framing stretch options around client KPIs to boost impact, upsell potential, and confidence.
Why It Matters
Stretch options powered by amplification help you turn every proposal into a smarter, more valuable opportunity, giving clients a clear path to achieve more without increasing your production workload.
In a competitive response process, this is one of the most efficient ways to grow deal size and stand out from other publishers.
1. Do More With What You’ve Already Built
Stretch options let you increase the total proposal value without increasing content production output. You’re adding scale via AmpPlus to deliver more reach, more impressions, or stronger guarantees on the same content.
This is a high-leverage move:
✔ No extra production
✔ Higher margins and better CPM’s and CPV/CPAV
✔ More reach, more impact
2. Make Your Proposal Stand Out
When clients are reviewing multiple responses, a starting point based on briefed investment and an amplification-based stretch option shows you’ve thought beyond the brief, and come prepared with a scalable solution to maximise their channel spend.
You’re not just answering the initial brief transactionally. You’re showing how to maximise their content investment, and what’s possible if there’s room to scale. This should be best practice to ensure that you are considered for larger budgets when they arise.
3. Set Up the Upsell from the Start
Budgets shift. Extra funds appear. Campaigns overperform.
A stretch option gives your clients a ready-made way to invest more, without needing a new briefing or proposal round. Just a simple, performance-led add-on ready to go.
This makes mid campaign upselling easy and natural and helps you land more incremental revenue across the year.
3. Help Clients Hit Bigger KPI’s
Stretch options aren’t just helpful for you, they give clients what they need, too.
Most brand and media teams are under pressure to drive performance. By including amplification-led stretch options in your proposal, you’re making it easier for them to hit reach, engagement, and efficiency goals, without the delays of revisiting planning.
You’re not just selling content. You’re helping them prove results.
4. Propose Outcomes, Not Just Content
Stretch options don’t just add cost, they add guaranteed results that you can propose from the start. They give you a way to align your amplification plan to the client’s marketing objectives, not just their media formats.
Need more reach? Use RON Native or Scaled Social Display
→ Drives more touch points and broader brand awareness
Need more engagement? Add Premium Native or Apple News
→ Delivers deeper education and stronger brand consideration
Need more targeting precision? Tap into audience overlays via AmpPlus
→ Helps uncover new audiences and reach high-value customer segments
The outcome? Campaigns that work harder, deliver more, and position you as the performance partner, not just the content provider.
5. Stronger Proposals. Better Conversations.
When you show what the client gets now, and what they could get with a stretch, you invite a more strategic conversation.
You shift the conversation from “what can we afford” to “what impact do we want to have?”
It shows you're thinking long-term, and gives clients confidence that you can scale with them.
Tip for Selling the Stretch Option:
Make sure the stretch option gives the client more of what they asked for. Present the stretch as a performance lever, not an upsell.
Whether it’s more reach, more precision targeting, or an additional channel to boost results, the stretch should feel like a smart way to maximise and enhance their results, not just increase the investment. Frame it around their objective, and show how it achieves their brand outcomes at a larger scale.
The Takeaway
Every proposal is a chance to grow the deal and build trust and increase long-term partnership value.
Stretch options show you’re thinking beyond the immediate brief and the short term.
They help you win more competitive briefs, more budgets and deliver more efficient results, without more effort from your team.
It’s how smart publishers scale revenue, deliver impact, and stand out in a competitive market.
Unsure what tactics to use for stretch deals? We got you! Click here to dive into the most effective tactics.
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