Read Time: 7 minutes
Learn how to meet advertiser expectations for scale by adding guaranteed amplification to content products, using talent-led formats to unlock higher investment, and including Brand Lift Studies to prove ROI. This guide shows how to transform your proposals from tactical one-offs to high-value, scalable campaigns that win larger briefs and drive repeatable success.
If you're working with advertisers or agencies that require broader reach and scalable results, it's not enough to simply offer great content. You also need to show how that content will scale in order to compete.
Too often, publishers miss out on larger briefs because their proposals rely on organic delivery or lack clear deliverables. That makes it hard for buyers to justify spending with you, especially when other channels or other publishers are offering more reach and scale for the same level of content output.
This article explores the best ways to use Campaign Builder and AmpPlus to improve your sales approach, grow campaign value, and meet advertiser expectations with confidence.
Why This Matters: The Limitation That Holds Publishers Back
Proposals that depend on owned traffic, unpaid media, or single-channel distribution (like Meta) often don’t meet the minimum reach thresholds required by larger advertisers. Without guaranteed views or reach/impressions, even the best content risks being left off the plan.
We explored this challenge in more depth in our original post:
Effective Stretch Deal Tactics Using Amplification – a practical guide on how to grow a $20K brief to $40K+ using scalable delivery, brand alignment, and bundled value.
This article continues that conversation, with a focus on how to use Avid’s tools to shift from only being briefed for small, tactical campaigns to a trusted partner that can deliver on larger scale partnerships.
Best Practice #1: Add Amplification to Content Products From the Start
When using Campaign Builder, you can add off-network amplification directly to any product in your library for every campaign that you build; articles, videos, or social posts, meaning you’re not relying solely on organic delivery.
Using AmpPlus your sales team can:
Add amplification budget lines to content products
Select audience segments that mirror your organic audience to extend reach with relevance
Show scaled, guaranteed deliverables for every proposal
This gives you a stronger, more competitive media plan, without increasing production output or requiring more resourcing.
Best Practice #2: Use Talent-Led Content to Unlock Higher Investment, Then Scale It With Amplification
One of the most effective ways to drive larger campaign investment is by building content around trusted talent, whether that’s your editorial team, creators, or cultural voices aligned with your brand.
Talent elevates branded content by:
Adding editorial authority and authenticity
Deepening audience connection and trust
Giving advertisers a clear narrative to buy into
Examples of high-performing formats:
Short-form videos or written pieces led by editors or personalities
Curated editorial series or styling guides (e.g. Editor’s Picks)
Creator-led features that blend seamlessly into your masthead’s tone
Once you’ve built the format, you can use off-network amplification via AmpPlus to distribute that content at scale. Not only does this increase reach and engagement, it also drives more efficient CPMs, helping justify the premium price point associated with talent.
How to position it: Present this as a value-add. Amplification ensures that higher creative investment delivers scalable impact and stronger CPM efficiency, making the additional spend worthwhile.
Campaign Builder lets you build these combinations in seconds, and you can pre-load them as products or create them on the fly. Either way, you’re making it easier for your team to show advertisers the value of investing at a higher level.
Best Practice #3: Use Brand Lift Studies to Prove ROI
When brand objectives are a key focus, like awareness, consideration, or intent, adding measurement can be the difference between getting the brief and missing out.
With AmpPlus, you can include Brand Lift Studies (BLS) via our partnership with Brand Metrics. These allow advertisers to measure the impact of their content across:
Brand Awareness
Consideration
Preference
Action Intent
BLS is a proven way to grow investment. It’s a premium lever that helps justify campaign spend while giving advertisers confidence in your platform’s effectiveness.
It’s easy to include in Campaign Builder, simply adding it as a value-add for key clients.
What This Helps You Achieve
When these practices are built into how your team uses Campaign Builder and AmpPlus, you’ll be able to:
Respond to more briefs that require larger reach and lower CPM’s
Confidently pitch content as an effective reach channel, not just a creative one
Improve conversion by showing scaled reach and commercial outcomes
Maintain strong margins while extending delivery, without having to discount.
These aren’t one-off add-ons, they’re consistent, scalable ways to make your branded content offering more competitive and can be applied to every response.
Tip: Show the Increased Value Clearly
Always highlight the rate card value the client is receiving compared to their investment, especially with value-adds. 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.
Final Thought: Scale, Proof, and Repeatability
Advertisers already believe in content and are wanting to access your engaged audience, but they need to believe in your ability to deliver at scale.
By using these tools the right way, you’re not just building better proposals. You’re educating your clients on how to spend more with you, and by doing this for each and every proposal showcasing that they can confidently brief you on larger budgets, and trust that you’ll deliver on it.
Need support implementing these best practices in your workspace?
We’re here to help. Get in touch to work through setup, onboarding, or a proposal review session.