ALANG Digital Marketing

The U.S. Air Force’s Alabama Air National Guard, through its USPFO Activity ALANG 187 in Montgomery, Alabama, awarded contract W50S6N-26-P-A019 to Directional Ad-Vantage Holdings, LLC, for a 52-week digital advertising campaign known as the ALANG Recruiting Smartlite Campaign. This sole-source procurement, justified under FAR 12.102(a), leverages the vendor’s exclusive control over digital billboard infrastructure at five targeted locations across Alabama—including Huntsville, Hoover, Mobile, and Dothan—with the goal of enhancing recruitment visibility in high-traffic commercial areas near military communities. The contract operates under NAICS code 541810 for Advertising Services and is designated as a Total Small Business Set-Aside, confirming the vendor’s small business status, though no additional socioeconomic certifications or offeror representations are documented. No pricing details, cost breakdowns, or financial obligations are specified in the available information, and the contract value remains unreported. Performance is centered on the deployment and management of digital advertisements at these locations, with inspection and acceptance tied to successful delivery at the billboard sites. The procurement is non-competitive by design, with no formal evaluation factors, weights, or quality metrics outlined, and no subcontracting, options, or special requirements such as security clearances or organizational conflict of interest clauses are indicated. The contracting office maintains administrative oversight from Montgomery, with contact points for Douglas Seaton and Jeremy Hendrick, but no contracting officer, COR, or COTR details are provided. Invoicing, payment procedures, accounting data, and packaging requirements are not addressed, consistent with the nature of a commercial, service-based digital advertising contract under FAR Part 12.