Joe Pych writes about technology that automates media planning and media buying. Below are his archives.
Credentials:
You can reach Joe on LinkedIn.
Archives
Agency Operating Systems are the New Battleground
With the inefficiencies in digital media buying today, your agency’s operating system is becoming a critical factor in winning new business, hiring the best talent, and operating profitably.
Digital Media Enters the Bionic Age
As we approach the 19th anniversary of the first banner ad, Digital Media Planning is entering its third age: The Bionic Age.
NextMark Spawns Bionic Advertising Systems
NextMark today announced the creation of Bionic Advertising Systems, a new division focused on delivering technology that streamlines digital advertising workflow for digital marketers, their advertising agencies, and publishers.
Introducing the Bionic Logo
As part of the launch of the Bionic brand, we've also created a new logo that embodies our mission and values.
Bionic Planner Now Enables Private Deals for Direct Ad Buys
Bionic today unveiled new features in its media planning tool that enable media planners to record and utilize private deals when creating their media plans.
The Elephant in the Room: Agency Compensation
Earlier this month, during the Agency-Only Day at the iMedia Agency Summit, I gave a presentation on agency automation and streamlining the media planning process. It’s a complicated and expensive process still done manually at most agencies.
Bionic Now Enables Private Marketplaces for Direct Ad Buys
The latest release (version 2.2) of Bionic Digital Media Planner enables you to create your own private marketplaces of digital advertising programs. With tens of thousands of choices available, it’s a living nightmare to navigate to your ideal media plan. With Bionic Planner, you and your colleagues can now ”endorse” preferred media programs and make them part of your private marketplace. Once endorsed, those programs get special priority in media plan formulation. Bionic’s private marketplace is an antidote for the infamous clutter of the Display Lumascape. Now, media planning teams at advertising agencies can easily create and share a preferred vendor list.Instead of sifting through thousands of unqualified options, only those that are approved by your agency rise to the top of the heap. For publishers, earning an agency endorsement gives you a huge advantage in winning the next media plan. Your work in building the relationship will be recognized in a concrete endorsement. And your endorsement will pay off every day by earning top placement [...]
The Happiness Gap
Today, I presented “The Happiness Gap” at Upstream Group’s Seller Forum. What a great way to spend the day! I highly recommend the Seller Forum for anyone in a senior position in digital ad sales. Doug Weaver is a fountain of knowledge. But this is no “sage on the stage” event. It’s a true forum where much of the value comes from talking with other attendees. Everyone there was top notch and willing to share both successes and failures. During the day, I was able to validate ideas and came away with at least 5 new ideas. Best of all: I met a bunch of smart, new friends! Here’s the quick summary of The Happiness Gap for digital publishers: (1) More than half of your employees plan to leave in the next two years (2) They are leaving because they are unhappy (no surprise, right?) (3) The best way to retain them / make them happy is to provide training and a career [...]
Let’s End the Human Trafficking in Digital Media
In the envisioned world of “programmatic direct,” computers buy all digital media automatically with astonishing efficiency and without human intervention. Contrast that with today’s reality: an army of DSOs – Digital Switchboard Operators – carrying out digital media plans using a manual 42-step process. On the buy side, this process typically requires 482 hours in media agency labor per campaign. On the sell side, anecdotal evidence indicates even more time is spent among the publishers. One of the most time consuming, error prone, and soul crushing parts of the process is ad trafficking. Trafficking is the sub-process of setting up ad servers for a given campaign. Those not familiar with the digital media “sausage factory” might think this process is entirely automated and done with the click of a button. Nothing could be further from the truth. With directly sold ads, trafficking is done manually by humans employing a great deal of effort. Here’s how it works today. The trafficking [...]
One Obvious Way to Save Publishing
The publishing business is under siege by technology. The New York Times is blaming exchange-traded media for its most recent declines in online display ad revenue. Federated Media just gave up on direct sales in favor of exchange-traded media. Meanwhile, CNET just reported that “Google generated $20.8 billion in ad revenue in the first six months of 2012, while the whole U.S. print media industry — newspapers and magazines — made only $19.2 billion.” The trend is clear: publishers are losing and the advertising technology intermediaries are winning. Does this really have to be a win/lose situation? A key topic at publishers’ board meetings must be, “How do we wrestle back control and get the revenue and income we deserve?” Here’s an obvious idea: make it easier for people to buy advertising from you. Today’s process to buy a digital advertisement directly is a mess. It’s a manual 42-step process taking an average of 48 hours per insertion order and costing buyers more than $4k [...]