Effective Stretch Deal Tactics Using Amplification

Read Time: 8 minutes

Learn how to build stretch deals by layering amplification channels, talent, and brand lift studies to scale campaign value without adding production or discounts.

Stretch options give publishers a clear, structured way to scale deals using amplification, talent, brand lift, and bundled value, not discounts.

With the right structure, a $20K campaign can become a $40K or $75K deal by unlocking more reach, better targeting, and measurable brand outcomes. And thanks to our partnership with Brand Metrics, you can confidently embed Brand Lift Studies (BLS) to prove ROI and justify higher investment.

Here’s how to build them in.

1. Add More Amplification Channels

Extend beyond organic and owned channels to include Meta Paid, Scaled Social Display, RON Native, Premium In-Feed, and Apple News. Layering channels improves reach, dwell time, and CPM efficiency. This enables you to deliver on more than just CPM’s

See our guide HERE on how to sell on key metrics to dive deeper into channel selection

2. Bundle Products for Clear Value Tiers

Structure content like articles with amp packages with escalating value, from base reach to guaranteed outcomes. Use tiered pricing to help clients easily understand what additional value they’re unlocking at each level.

3. Include Talent with Amplification as a Premium Lever

For higher tier proposals look to include short form video or article extensions that are talent-led with additional amp packages to increase advocacy and drive more credibility and reach. Brand endorsements such as editors picks styling or curated editorial integrations are a great inclusion for brands, with amp packages enabling greater touch points for both your media brand and your clients.

4. Add Brand Lift Studies (BLS)

Use our Brand Metrics partnership to include brand measurement in higher tiers, helping clients prove effectiveness across awareness, consideration, preference, and action intent.

When a brief is focused on shifting core brand health objectives, Brand Lift Studies aren’t just nice to have, they’re essential in proving your channel and partner value to agencies and clients.

Our partnership with Brand Metrics enables measurement against four key brand outcomes:

If your client’s goal links to increasing one or more of these, use BLS as a lever to move them into a premium tier, while offering measurable proof of impact against these outcomes.

So, lets walk through some examples of how you can use these stretch tactics to incentivise spend with unlockable value at the proposal stage;

These examples show how to scale outcomes, not just spend, giving advertisers a clear reason to stretch, and giving publishers more revenue without more effort.

Tip: Show the Increased Value Clearly

Always highlight the rate card value the client is receiving compared to their investment, especially in stretch tiers. The media plan summary view in Campaign Builder automatically does this, making it easy for clients to see the increased value and scaled outcomes they’re unlocking with each step up

Stretch tactics aren’t one-size-fits-all, and that’s exactly the point.

You now have a range of tools; amplification channels, brand lift studies, bundled value, editorial integration, and performance-based pricing that can be tailored to fit a variety of brief objectives and campaign types.

Whether the goal is reach, consideration, precision targeting, or brand impact, you can build stretch options that scale results without scaling production or discounting.

Make these tactics part of your standard proposal toolkit and start showing advertisers not just what they asked for, but what scale and value they can achieve with publisher partnerships.

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