Joe Pych writes about technology that automates media planning and media buying. Below are his archives.
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Archives
Bionic Doubles Down on Old School Media Planning
To fully prepare you for final episodes of Mad Men coming this spring, Bionic has doubled down on tools for old school media planning. Back in April, you got a bunch of features to enable media planning in traditional media channels like TV, radio, magazine, newspaper, billboards, and more. Now, you are getting even more powerful tools for planning and buying traditional media. The problem with many media planning and buying tools is they only solve part of the problem. They force you to use a bunch of different point solutions: you use one tool for planning TV, another for planning digital, and another for planning print, etc. That problem is compounded when you are dealing with multiple currencies and regions because most tools just handle a single currency. So, in order to present a coherent and cohesive presentation, you end up spending hours and weeks consolidating and updating your media plan using Microsoft Excel. “I love using a different [...]
True Media Wins 2014 Bionic Agency of the Year Award
Bionic Advertising Systems today announced True Media has won the inaugural Bionic Agency of the Year Award.
Bionic Enables Next Generation Audience Targeting
With the latest release of Bionic Media Planning Software, you can now deliver next generation audience targeting in your RFPs, proposals, media plans, and insertion orders.
True Story: Banner Advertising that Actually Works!
Like most of you in digital advertising, I read stories of dismal statistics in online display advertising, reports that you are more likely to survive a plane crash than click a banner ad, and the steady drumbeat of "banner advertising is dead." The reports of its death have been greatly overexaggerated. Here's a personal story that found me clicking a banner ad and becoming a new customer. On Saturday, was checking my Yahoo mail account. Usually, the right rail in Yahoo mail presents me with a cesspool of ads I try to ignore. But this time I saw an ad for shaving supplies from an outfit named Harry's. I had never heard of Harry's before, but I've been bothered lately by how much I am spending on shaving supplies between $16 shave cream from Clinique (which used to be $8 when I started using it) and Gillette Mach3 razor blades. Although I was not thinking about shaving supplies when I [...]
The Revolt Against the “Inefficiency Tax” in Digital Advertising
Advertisers are revolting against wasting huge portions of their digital advertising budgets on “non-working media.” The process of buying digital advertising is notoriously inefficient; Google estimates we are wasting $3.6 million per hour using our current methods. On Monday, I had the privilege of kicking off the "Breaking Down Data" segment of the IAB Ad Ops Summit in New York City with a presentation on "The Revolt against the Inefficiency Tax in Digital Advertising" where we dissected the problem, discussed implications, and presented a path towards reform. Here's a video snippet the IAB posted on their YouTube channel: And here's the slide deck that went along with it (I wish the slides were in the video because it would make more sense): Part 2 - The Value of Data Following my presentation, Angelina Eng of Merkle and Carine Roman of Linkedin presented "The Value of Data" - An agency and publisher articulate the value of data and what [...]
Our Quixotic Quest to Slay the Paper Insertion Order
Until recently, developing electronic standards for the digital media industry was like Don Quixote fighting “giants” – a noble but unrealistic pursuit.
Advertiser vs. Agency Debate – Part III – Follow the Money
Until advertisers stop punishing agencies for efficiency through broken compensation systems, agencies will continue to have a talent problem.
Enhance Your Media Plans with Advanced Flighting
In media planning, "flighting" enables you to vary the advertising delivery schedule between the start date and the end date the placements in your media plan.
Create Persuasive Media Plan PowerPoints with Bionic Planner
When asking your advertiser to approve your media plan, you need a persuasive PowerPoint presentation. Here's how to make your best deck the easy way.
Monitor campaign delivery and pacing with Bionic Pacing Dashboard
Keeping your advertising campaigns on pace has never been easier. With Bionic Media Planner, you now get daily pacing reports that guarantee your campaigns are on track and avoid embarrassing discrepancies. Have you ever been stung by a media placement that started late or didn’t deliver the results you expected? Regrettably, under- and over-delivery is a chronic problem in the media business. In some campaigns, the discrepancy rate is virtually 100%. Publishers tend to over-promise in their quest to win your business (and to make their quarterly sales quota). When you learn they’ve under-delivered, it’s often too late to get your campaign back on track. As a steward of the media budget, it’s your responsibility to ensure that every publisher on the media plan is delivering what they promised. It’s critical to stay on top of all your campaigns while they are in flight to catch discrepancies early and to make the necessary optimizations that ensure that every campaign comes [...]