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NTTA extends advertising-agency contract with TPN Holdings for $17.5 million; staff cites falling cost-per-acquisition
Summary
NTTA's board approved a four-year extension with current ad agency TPN Holdings at a not-to-exceed $17.5 million, with staff saying about $11 million of that estimate will go to media buys and reporting that cost-per-acquisition has declined.
The North Texas Tollway Authority Board on Oct. 8 approved a four-year extension of NTTA's advertising-agency-of-record contract with TPN Holdings in an amount not to exceed $17,500,000, staff said.
Arturo Ballesteros, NTTA director of public affairs, told the board the campaign – known in public-facing creative as the “small sticker, big savings” toll-tag effort – produced sustained increases in toll-tag adoption and measurable, trackable customer actions tied to advertising. Ballesteros said staff now reports a…
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