I want the efficiency of online media buying to apply to the offline media buying I am placing for clients. In my dream there is a website that I login into, it’s called, “hyper-local Boston sponsorship opportunities.” There are no sales people in this dream.

I enter some criteria into the site. Like the neighborhoods I want to place my sponsorship dollars in and the type of impact I want to make. For example: 1. Help schools 2. Sponsor a local charity 3. Sponsor a little league 4. Name a dog rescue after my client’s company. You get the drift.

There would be a tool on the site to help me measure the impact sponsorship. The tool might measure things like: local impact; goodwill; visibility; etc.

Then, either I would bid on the sponsorship against other advertisers, or I will pay a flat rate for it. After I won the sponsorship, the people I sponsored /organization would have a set of responsibilities on which my payment to them would be contingent.

They would send pictures and updates about the sponsorship through the online tool. I could use these updates in reports to my clients.

This could be a total win-win. Good causes could enter into the marketplace, fill out a form and be found by the right sponsors. And swamped media planners could quickly look through 100s of totally local ideas to find good fits for their clients.

If the site exists, I’m ready to sponsor it.