When advertising, it’s important to run your advertisements at the times when your target audience is most likely to hear or see your message. As a media planner, it’s your job to determine the ideal times to advertise. It’s also your job to specify the designated times in your media plan. This is known as dayparting and weekparting.
Bionic Advertising Systems today unveiled advanced dayparting and weekparting capabilities in its media planning software.
What is Dayparting?
Dayparting is specifying the timeframe of the day in which your advertisements will run.
In many situations, there’s a standard menu of dayparts from which to choose. Your dayparting choices will vary based on your media channel. For example, the menu of radio dayparts is different than the menu of TV dayparts.
Your dayparting choices will also vary based on where you are in the world. Different countries define standard dayparts in different ways. And even within a country, your dayparting choices may vary. For example, the definition of the daypart for “Prime Time” TV is different in US Eastern Time versus US Central Time.
And sometimes, you’ll want to define your own custom daypart.
What is Weekparting?
Weekparting is specifying the days of the week on which your advertisements will run.
For example, you might only want to run your advertisement on weekdays, weekends, or certain days of the week.
Analyzing Spending on Dayparts
In the process of creating your media plan, you’ll want to analyze your spending and spending patterns on dayparts.
Showing Dayparting on an Advertising Flowchart
When you are satisfied with your media plan, you’ll want to present your media plan with dayparting and weekparting on an advertising flowchart.
Dayparting and Weekparting in Bionic media planning software
As of last night, Bionic has enhanced the dayparting and weekparting capabilities of its software to support advanced dayparting and weekparting mentioned above. Here’s a short video showing these features in action.
How to get advanced dayparting and weekparting
If you’re already using Bionic media planning software, your account has already been upgraded with these new features. This free upgrade is part of our ongoing commitment to innovation and providing you with tools that give you a competitive advantage. If you have any questions about using dayparting or weekparting, contact our customer support team and we’d be happy to help you.