1. Why Does This Audience Fit Our Goal?
Ask for the connection between the audience, geography, timing and the action you need. Reach alone does not establish relevance.
2. What Exactly Are We Buying?
Request a plain-language inventory of placements, formats, frequency, production, support and exclusions. If two proposals cannot be itemized, they cannot be compared.
3. How Will We Measure The Result?
Agree on reporting, access and review dates before launch. Distinguish platform activity from business outcomes such as qualified enquiries, appointments or sales.
4. What Happens If Delivery Changes?
Clarify make-goods, substitutions, optimization authority, cancellation and renewal. Accountability requires a plan for under-delivery as well as success.
A credible opportunity becomes clearer under scrutiny. If basic questions stay unanswered, the business is not ready to approve the investment.