CTV Media Buy

SUNY Brockport is requesting proposals from qualified firms to provide Connected Television media planning, buying, placement, optimization, and performance reporting services supporting student recruitment and brand awareness, with proposals due September 30, 2026 at 2:00 p.m. EST. SUNY has established diversity goals of 30 percent MWBE participation (15 percent MBE, 15 percent WBE) and 6 percent SDVOB participation.

Minimum qualifications include at least five years of demonstrated CTV media buying experience, proficiency with Google Tag Manager and UTM tracking, capacity for lead generation, and three client references with at least two from the higher education sector. The contractor must develop and execute targeted CTV advertising campaigns designed to reach prospective undergraduate and graduate students both nationally and internationally through streaming television platforms. Services encompass audience targeting, media strategy development, inventory acquisition, campaign deployment, optimization, analytics, attribution reporting, and recommendations for future improvements. The contractor must operate its own credit accounts with media platforms and front costs for monthly reimbursement by SUNY Brockport.

The anticipated contract award notification is October 31, 2026, with contract commencement on or about January 1, 2027. The initial term runs through December 31, 2029, with the option of two one-year renewals subject to SUNY and New York State approvals. Pricing is structured as an all-inclusive flat fee expressed as a percentage of media buys. Anticipated annual media expenditures range from $50,000 to $200,000 during the initial three-year term, with flexibility to scale up or down during renewal periods. The incumbent contractor is AmbioEdu LLC, a certified SDVOB. Technical proposals are weighted at 75 percent of the evaluation score, with cost proposals comprising 25 percent, evaluated on a best-value basis.