What is an advertising proposal and what should it include?
What a strong advertising proposal includes, and how audience data turns it from a price list into a plan.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readAn advertising proposal is a publisher’s plan and offer for an advertiser: who the campaign will reach, in which formats and channels, at what price and with what expected results.
What to include
| Part | Content |
|---|---|
| Goal | The advertiser’s objective in their words |
| Audience | Who will be reached and how many |
| Plan | Formats, channels, dates and frequency |
| Price | Total and per unit |
| Proof | How results will be measured and reported |
Start from the audience
Proposals that start from placements invite price comparison. Proposals that start from the advertiser’s market and the audience you reach shift the talk to results.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Speed wins
Prepare
Market analysis before the meeting.
Plan
Build the proposal from audiences and reach.
Send fast
While the advertiser is still deciding.
More ad sales with data at Stampen Media, using Samhub.
Frequently asked questions
Short enough to read in a few minutes, with details in an appendix.
Yes, clear prices make it easier to say yes.
A media kit is general; a proposal is built for one advertiser.
Within a few days, with a question about the plan rather than the price.
Related terms
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