MANAGED SERVICE PROVIDER FOR ADVERTISING ON THE TFL WEBSITE AND TFL GO APP

{
  "id": "068719-2025",
  "tag": [
    "planning"
  ],
  "date": "2025-10-27T16:45:05Z",
  "ocid": "ocds-h6vhtk-05d49e",
  "buyer": {
    "id": "GB-PPON-PHMT-6197-NWNZ",
    "name": "Transport for London"
  },
  "tender": {
    "id": "TFL 97019",
    "lots": [
      {
        "id": "1",
        "status": "planning",
        "hasRenewal": true,
        "contractPeriod": {
          "endDate": "2029-11-05T23:59:59Z",
          "startDate": "2026-11-06T00:00:00Z",
          "maxExtentDate": "2031-11-05T23:59:59Z"
        }
      }
    ],
    "items": [
      {
        "id": "1",
        "relatedLot": "1",
        "deliveryAddresses": [
          {
            "region": "UKC",
            "country": "GB",
            "countryName": "United Kingdom"
          },
          {
            "region": "UKD",
            "country": "GB",
            "countryName": "United Kingdom"
          },
          {
            "region": "UKE",
            "country": "GB",
            "countryName": "United Kingdom"
          },
          {
            "region": "UKF",
            "country": "GB",
            "countryName": "United Kingdom"
          },
          {
            "region": "UKG",
            "country": "GB",
            "countryName": "United Kingdom"
          },
          {
            "region": "UKH",
            "country": "GB",
            "countryName": "United Kingdom"
          },
          {
            "region": "UKI",
            "country": "GB",
            "countryName": "United Kingdom"
          },
          {
            "region": "UKJ",
            "country": "GB",
            "countryName": "United Kingdom"
          },
          {
            "region": "UKK",
            "country": "GB",
            "countryName": "United Kingdom"
          }
        ],
        "additionalClassifications": [
          {
            "id": "79341200",
            "scheme": "CPV",
            "description": "Advertising management services"
          }
        ]
      }
    ],
    "title": "MANAGED SERVICE PROVIDER FOR ADVERTISING ON THE TFL WEBSITE AND TFL GO APP",
    "value": {
      "amount": 3000000,
      "currency": "GBP",
      "amountGross": 3600000
    },
    "status": "planning",
    "legalBasis": {
      "id": "2023/54",
      "uri": "https://www.legislation.gov.uk/ukpga/2023/54/contents",
      "scheme": "UKPGA"
    },
    "description": "Transport for London (TfL) is seeking to appoint an experienced Managed Service Provider to oversee its online advertising concession and optimise revenue across its digital estate, specifically the TfL website (tfl.gov.uk) and the TfL Go mobile app. These platforms are central to TfL's digital engagement strategy, serving millions of Londoners and visitors with real-time travel information, journey planning tools, and account services. \nThe appointed partner will be responsible for managing and optimising digital advertising operations, including programmatic advertising via platforms such as Google Ad Manager 360, delivering high-quality direct sales, and identifying new monetisation opportunities. The service must balance commercial performance with user experience, brand safety, and full compliance with TfL's advertising policy and regulatory obligations. \nScope of the Opportunity \nTfL is seeking a partner to provide a fully managed service for advertising on both the TfL website and TfL Go app: \nTfL Website (tfl.gov.uk) \nBased on the monthly averages from October 2024 to September 2025, the TfL website has delivered: \n~6.6 million unique users \n~15.5 million visits \n~62.7 million page views \n~41.4 million ad impressions \nAdditional performance insights: \nApproximately 60% of pages are currently monetised, with scope to expand \nDevice breakdown: 76% mobile, 22% desktop, 2% tablet \nAdvertising formats include skins, billboards, leaderboards, mobile banners, and MPUs \nAd operations run via Google Ad Manager 360 \nRevenue model: Predominantly programmatic, with direct sales contributing an average of 24% of total revenue over the 12-month period from October 2024 to September 2025 \nFuture enhancements under consideration include high-impact programmatic formats, as well as section-based and geo-specific sponsorships \nTfL Go Mobile App \n~1.4 million monthly unique users (as of Sep 2025) \n~11.2 million monthly visits (average Oct 2024-Sep 2025) \n~57 million monthly page views (average Oct 2024-Sep 2025), rising to ~77 million in recent months (Jul-Sep 2025) \nCurrently features Promoted Places, a venue tenancy model - the app's sole advertising format to date \nCommercial opportunities include banner ads, splash ads, native formats, contextual advertising, geo-targeted notifications, and first-party data monetisation (subject to GDPR compliance) \nGoogle Ad Manager SDK integration is required to enable programmatic display advertising",
    "specialRegime": [
      "concession"
    ],
    "aboveThreshold": false,
    "mainProcurementCategory": "services"
  },
  "parties": [
    {
      "id": "GB-PPON-PHMT-6197-NWNZ",
      "name": "Transport for London",
      "roles": [
        "buyer"
      ],
      "address": {
        "region": "UKI41",
        "country": "GB",
        "locality": "London",
        "postalCode": "E20 1JN",
        "countryName": "United Kingdom",
        "streetAddress": "5 Endeavour Square"
      },
      "details": {
        "classifications": [
          {
            "id": "publicAuthorityCentralGovernment",
            "scheme": "UK_CA_TYPE",
            "description": "Public authority - central government"
          }
        ]
      },
      "identifier": {
        "id": "PHMT-6197-NWNZ",
        "scheme": "GB-PPON"
      },
      "contactPoint": {
        "email": "BSFAribaAdministration@tfl.gov.uk"
      }
    }
  ],
  "language": "en",
  "planning": {
    "documents": [
      {
        "id": "068719-2025",
        "url": "https://www.find-tender.service.gov.uk/Notice/068719-2025",
        "format": "text/html",
        "noticeType": "UK2",
        "description": "Preliminary market engagement notice on Find a Tender",
        "documentType": "marketEngagementNotice",
        "datePublished": "2025-10-27T16:45:05Z"
      }
    ],
    "milestones": [
      {
        "id": "engagement",
        "type": "engagement",
        "status": "scheduled",
        "dueDate": "2026-11-26T23:59:59Z",
        "description": "Interested parties are asked to express their interest in taking part in this Early Market Engagement Exercise. \nThis exercise will include the completion of a short Market Sounding Questionnaire (MSQ). \nSuppliers should confirm their interest in participating in this exercise by providing the following details via e-mail to \nPhil.roddy@tube.tfl.gov.uk \nOrganisation name \nMain contact name and job title \ne-mail address \nMSQ's will be issued to interested parties with completion and return required by 17.00 hours GMT on 26th November 2025. \nThe MSQ responses will help TfL assess market appetite, refine its approach, and ensure the future concession is commercially viable, technically robust, and strategically aligned."
      }
    ]
  },
  "initiationType": "tender"
}