Read Time: 6 minutes
Learn how to use Campaign Builder and AmpPlus to create multiple scalable response versions—each tailored to different client goals and budgets. Discover how optionality helps you shift from a single content partner to a flexible media solution, offering advertisers more reasons to choose your brand without compromising on margin or adding manual work.
Show advertisers more ways to activate with your brand, without compromising your margin
Even premium publishers with large guaranteed deliverables, brand lift studies, and sophisticated content formats can struggle to win big briefs. Not because the product isn’t strong, but because the perceived value doesn’t match what full-service media organisations are offering.
When advertisers are comparing your single proposal to a package that includes TV, radio, OOH, talent and digital, they’re seeing more options, more scale, and more ways to say “yes.”
To stay competitive, you need to show the breadth and depth of what’s possible, multiple ways to activate through your title, without requiring more production or custom work every time.
Why Optionality Matters
Adding optionality to your responses isn’t about being more flexible, it’s about being more competitive. When you only offer one version of a response, the client either agrees or walks away. But when you present 2–3 scalable options, the conversation changes:
Instead of:
“Does this meet our needs?”
You invite:
“Which of these is the right fit for our goals?”
Optionality helps reframe your brand from a content partner to a media partner, one that can flex for different budgets, objectives, and targeting requirements.
How to Build Proposal Optionality in Campaign Builder
You don’t need to build new products from scratch to offer optionality. With Campaign Builder, you can quickly create multiple versions of a single response, each one designed to show a different way the advertiser can scale with your title.
Start with the campaign the client has briefed, then use the tools available to adjust the value levers that matter most:
Content volume: Use Builder to duplicate the response and create a version with fewer content assets and more amplification, often a stronger value exchange than high content with limited scale.
Amplification scale: Use AmpPlus to expand the channel mix. Add Meta + Premium Native + Apple News to turn a standard campaign into a multi-channel, reach-focused solution that competes with broader media plans.
Audience breadth: Tap into AmpPlus audience overlays to create a version with wider targeting for mass awareness, and another with more precise segments to hit specific personas or market niches.
Add-on inclusions: Include optional upgrades like Brand Lift Studies, editorial integrations, or talent-led formats. You’re not upselling fluff, you’re showing what can be unlocked with more budget.
By structuring these variations inside Campaign Builder, you make it easy for your team to show multiple scalable paths to value, without needing to rebrief, reprice, or rebuild products every time.
Example: How AmpPlus Supports Flexible Scaling
Use different channel mixes to highlight specific client goals:
Goal | AmpPlus Solution | What It Delivers |
Maximise Reach | RON Native or Scaled Social Display | Broadest touchpoints and awareness |
Deepen Engagement | Premium Native or Apple News | Higher attention and trust |
Improve Precision | Custom Audiences via AmpPlus | Hyper-targeted delivery for niche segments |
Each of these pathways can be saved, duplicated, and pitched directly within Builder—giving your team more ways to win, fast.
Final Thought: Show More Ways to Scale
You already have a premium offering. But when advertisers don’t see enough options in how they can work with you, they’ll default to partners who show more perceived scale—even if the results aren’t better.
By building optionality into your responses, you:
Stay competitive on reach, value and flexibility
Protect margin by reducing reactive delivery
Make it easier for time-poor teams to scale proposals quickly
Give clients the confidence to brief you for bigger campaigns
Need help building optional response templates in Campaign Builder?
Get in touch and we’ll help you structure scalable, best-practice proposals that show advertisers more ways to say yes.