Just as they otherwise would, agencies and advertisers create a media plan and clearly define the program specifications that detail every requirement of the buy. They then develop a list of media properties that could fulfill the plan.
Several media properties, each qualified to deliver to the plan’s requirements, receive email invitations to participate in an online bidding session, powered by Enversa.
Each property reviews the requirements and accepts or declines the invitation to participate in the session. Participating media properties ask questions about the specifications, prepare for the session, and approve the terms and conditions at least 24 hours before the session begins.
At a set day and time, the media properties log back into the site and enter a secure online bidding room.
The session opens with a reminder of the rules from the moderator, an agency team member trained by Enversa, then the bidding begins. One after another, media properties bid up the amount of specified inventory that they will provide for a fixed budget. The moderator adds comments to keep the momentum brisk.
When no media property places a bid for a set period of time, the moderator closes the session and announces the winner (or winners, depending on the specifics of the buy). Contracts are then signed, the plan implemented, and the agency and advertiser go to market knowing they’re working with the best media properties — and the best deal — possible.