Here is the latest news on Bionic for Ad Sales, which is a software tool that helps you manage your RFPs and IOs, and gets you into more media plans.
The Four Keys to Programmatic Direct Success
I was recently talking to the Chief Digital Officer of a large agency that does a lot of digital media buying. He has been working closely with a number of software providers to standardize his operations on a media management system. Getting all his vendor information, order management, and billing information has been a huge undertaking. Apparently, half the battle at an agency is getting paid (getting paid in less than 120 days is the other half)! We were talking about some of the upfront processes behind putting together a media plan, which were mostly manual: putting the actual plan together in Excel, trading e-mails back and forth with vendors in the RFP process, trafficking ad tags, collecting screenshots, etc. Wouldn’t it be valuable if computers could streamline much of that work, and connect buyers and sellers together more seamlessly? He agreed that it would truly transform his business, but accepted much of that manual work as part of the [...]
What’s in the package?
Bionic today announced new tools for ad packages and roadblocks in both its media planning tool and ad sales tool to expedite complex advertising deals.
The Transactional RFP Business is Dying
“80 percent of the publishers getting an RFP don’t even stand a chance.” – Doug Weaver, Upstream Group Direct mail is an amazing thing. It costs something like $750 CPM to put a glossy catalogue in the mail, but somehow direct marketers make those numbers work. Mailing lists are constantly optimized to make sure they hit the right houses, fresh lists acquired to create new demand, and non-performing lists ruthlessly culled if they don’t meet certain KPIs. Direct marketers actually can tell just how much money a mailing will produce in sales. Contrast that with a banner campaign, in which “good” performance means a 0.05% click-through rate, 40% non-viewable inventory, and fairly dim transparency. Some of the greatest companies in the space, newly public and boasting hundreds of millions in run rates, are still challenged to justify spending to their marketing clients. Thankfully, last click attribution hasn’t gone anywhere. I recently overheard a marketer at a conference saying that 70% [...]
Directory of Digital Advertising Races Past 10,000 Premium Listings
The Bionic Directory has reached a new milestone: more than 10,000 digital advertising programs are now listed. What's become known as the "Rodeo Drive of digital advertising," this Directory includes detailed information about premium digital advertising programs from the best publishers. The listings in the directory - known as "data cards" - reveal detailed information about each advertising program including placement options, inventory, pricing, audience statistics, and key sales contacts. The goal of the Directory is to make it easy to buy the best digital advertising inventory directly from the source. "I'm really happy about the enthusiasm for the directory," said Joe Pych, founder and CEO of Bionic Advertising Systems. "It's been a long road and slow going at the beginning. We started on this project three and a half years ago. Although it had been done for other traditional media channels, nobody had ever built a directory like this for digital advertising. At first, getting premium publishers involved was [...]
Revamped Ad Sales Tool Helps You Win More RFPs
Bionic Advertising Systems has revamped its Ad Sales System, a set of tools that enables you to get more RFPs and to easily submit and track your proposals.
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.
The Great Time Suck
Why Publishers Hate the Transactional RFP Business I have been thinking about, and trying to solve, agency digital workflow problems since 2008. Given the complexity of digital media, the variety of creative sizes, millions of ad-supported sites, and dozens of ad servers, analytics platforms, order management and billing tools, it goes without saying that the digital marketing stack has been hard for any agency to put together. Recent research has tracked the immense level of complexity involved in digital media planning (more than 40 steps) and the tremendous expense involved in creating the actual plan (up to 12% of the media spend). It all adds up to a lot of manual work for which agencies are not willing to pay top dollar, along with frustrated agency employees, overbilled clients and a sea of technology “solution providers” that only seem to add to the complexity. Media planning on the agency side is a big time suck. Yet some agencies are still [...]
The Fat Middle
I recently sat through some great presentations on “programmatic direct” media buying at the recent Tech for Direct event in New York. With almost 70% of digital display dollars flowing through the negotiated (RFP) market, everyone wants to be in the game.
Need a replacement for Google’s DoubleClick Ad Planner?
Google has announced it will discontinue many key features of its DoubleClick Ad Planner on September 5, 2012. However, good alternatives available to help you through the transition.
5,000+ Top Digital Media Ad Programs Now Available In Bionic
Bionic has hit yet another milestone with the Digital Media Advertising Index: more than 5,000 of the top digital media advertising programs are now represented via data cards. It was just four months ago that we hit the 2,500 record milestone. Great momentum! The top publishers have been very enthusiastic about posting their data cards in the index for four good reasons: 1) It makes it easier for media planners to find them 2) It makes it easier for media planners to buy from them 3) It’s easy to use 4) It’s free The data card index complements other website indexing services like those from comScore, Nielsen, and Google that to a great job with website metrics such as number of visitors, page views, and basic visitor demographics. Those other services help media planners to find sites on which to advertise, but they don’t answer all questions a media planner needs to know when building a media plan such as: [...]