‘Fewer, bigger, better’: RFP close rates rise for publishers as buyers look to keep things simple.

Digiday – October 21, 2020

Agencies are not taking the fewer, better approach for every kind of deal. For campaigns focused on things like e-commerce, agencies are still casting a wide net, said Stephani Estes, svp and executive director of media at the media agency Cramer-Krasselt. “There are so many different platforms, we sometimes need to cast a wide net to get the coverage we need,” Estes said. 

Most media professionals expect 2021 to be less unpredictable than 2020 has been. But agencies say this approach is likely to persist next year, though it’s hard to say how much. “Do I think this will continue? Yes,” Estes added. “Can I give you a specific number of RFPs? No.”

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