Single Source Procurement: Media Buying Services

Pursuant to New York State Finance Law § 163.10(b), The New York State Department of Health is presenting the following summary of relevant circumstances, and material and substantial reasons why a competitive procurement was not feasible.

The Department of Health requested and received a Contract Reporter Exemption Request for a second contract extension with OPAD Media Solutions (C026118) for eight months through April 2016 with a new agreement beginning May 1, 2016 while a RFP is being completed for a new 5 year contract. The current DOH contract extension for media buying services expires 08/31/2015. A new extension will allow any current fiscal year funds to be expended efficiently and allow for billing and reporting by vendor of any campaigns.

The process for a new Contract has been delayed due to the significant amount of detail being added to the RFP and program workload. The RFP nearing completion is much more detailed and comprehensive in scope due to the changing media market. Additionally, program staff encountered increased and competing priorities and unforeseen health emergencies coupled with absences all which contributed to the delay in the RFP process. The extension requested is sufficient to ensure that a new agreement is in place prior to its expiration. Appropriate attention and follow-up will be given to ensure that interim milestones are met to ensure timely start of the new agreement.

There are three important health initiatives (media campaigns) which are in the planning stages. For these to occur the agency would need to completed an amendment with OPAD Media by September 30, 2015 or lose the designated funding.

The Department is responsible for the development, production and implementation of statewide health education and health promotion campaigns using multimedia techniques. The Department has expertise in the design, production and distribution of: TV and radio spots, transit, billboard, cinema, newspaper, magazine and Internet advertising; brochures; posters; direct mail, CDs; educational and training videos, and other informational and promotional materials.

The Department works directly with OPAD Media to deliver important and lifesaving health messages to target audiences across NYS with the purchase of paid media. The Contractor plans, buys and tracks all media purchased for public health programs of the Department. OPAD Media is responsible for media planning, including demographic research; targeting media to reach specified audiences; purchase of media; distribution of media to appropriate outlet; coordination of production of media per BMCC direction; providing campaign reporting during flighting, specifically digital media; optimizing digital media during campaign; submitting affidavits of performance; obtaining completion reports and/or photos; submitting vouchers; presenting post-buy analyses and evaluations.

The current contractor was originally selected via a competitive procurement through the RFP process. Engaging another provider at this time is not feasible while any interruption of services would negatively impact the Department and the public as public health initiatives are ongoing.

Procurement / Program Name Media Buying Services
Contractor Name(s) OPAD Media Services
Contract Period 9/1/2015 – 4/30/2016
Contract Number(s) C026118