Mediatool, not to be confused with US-based Mediatools, is a small, privately-held company headquartered in Malmo, Sweden. Mediatool provides a cloud-based system for creating media plans and advertising flowcharts. It’s an upgrade from Excel but lacks many key features required for media planning and media buying. 

In contrast, Bionic provides a compete, all-in-one media investment management software that combines media planning, performance monitoring, project management, and more.

This product comparison reveals the key differences between Mediatool and Bionic media planning software. 

Key Differences 

  1. One Trick Pony – Mediatool helps you to create and approve basic plans and flowcharts. However, it lacks many tools required in the media workflow. It puts you on a dead-end street forcing you to re-key into Excel and other systems to execute and track media plans. In contrast, Bionic gives you an all-in-one media investment management system that streamlines your entire workflow. 
  2. Limited Media Intelligence – Mediatool lacks built-in media intelligence. It has to be configured with fields and calculations, just as with an Excel spreadsheet. So, you have to train it before it’s useful in creating media plans. In contrast, Bionic has dozens of built-in cost methods and industry calculations plus the ability to extend capabilities with custom fields. 
  3. Limited Flowcharting – Mediatool creates flowcharts in line with your media plan. However, it only shows bars to visually indicate when ads are running. It does not indicate the quantity of advertising in each period, spending in each period, nor any KPIs. In contrast, Bionic enables you to set up configure your flowchart layout with any metric on your media plan and to save these as templates. Bionic gives you the ideal combination of an intuitive visual layout with hard data. 
  4. No Project Management – Mediatool has no project management capabilities. So, you’re forced to use another system for project management. In contrast, Bionic comes with an integrated project management system. 
  5. Limited KPI and Goal Setting – Mediatool only allows entry of high-level goals. It does not breakdown goals into daily, weekly, monthly, quarterly goals. In contrast, Bionic was built specifically to establish, breakdown, and track KPIs. 
  6. No Platform Integrations – Mediatool cannot pull marketing performance data from marketing platforms. So, you are forced to log into each other platform to monitor the performance of your media investment. In contrast, Bionic automatically pulls performance data from leading platforms, standardizes it, connects it with your media placements. 
  7. No Accountability – Since Mediatool lacks the ability to break down KPIs nor ability to load performance data, Mediatool has no way to track pacing against business objectives. In contrast, Bionic has powerful pacing tools for all KPIs and objectives including spending and business outcomes. 
  8. No Directory – Mediatool lacks a directory of vendors and their offerings. So, you are on your own to do the research to find what’s available on the market and the details. In contrast, Bionic has a the world’s most comprehensive directory of advertising media, with more than 35,000 advertising media programs and 370,000  advertising products from more than 10,000 vendors. Each listing is a media kit on steroids, with products, avails, pricing, contact information, and a full profile. 
  9. No Vendor RFP Capability – Mediatool has no ability to send RFPs to vendors nor to receive proposals online. So, you have to go outside the system into email to send RFPs to vendors then manually load their responses back into the system.  In contrast, Bionic comes 
  10. No Multi-Currency – Mediatool lacks the ability to handle multiple currencies and currency conversions. Therefore, you cannot get a global view of spending. In contract, Bionic comes built with currency exchanges and currency calculations that your accounting department will love, because they follow all the tricky FASB and ISA rules. 
  11. No Price Recall or Defaults – Mediatool requires you to enter media plan data field by field, just as with excel. So, you end up hand-entering data and making mistakes. In contrast, Bionic loads up product defaults including your price, which streamlines data entry and makes sure you don’t pay too much. 
  12. No PowerPoint Export – Mediatool does not have a PowerPoint export. So, you have to manually assembly your media plan presentation. In contrast, Bionic has a one-click export that transforms your media plan data into a PowerPoint presentation with all your charts, flowcharts, and media plan details. 
  13. No Placement-Level Detail – Mediatool lacks the placement level detail required for ordering and trafficking. So, ordering, trafficking, and other key workflow tasks must happen outside the system. In contrast, Bionic handles placement-level details and enables you to smoothly transition to other tasks in your workflow right inside the tool. 
  14. No Ad Server Trafficking – Mediatool lacks the ability to traffic ads to your ad server. So, you have to do this manually, which leads to lots time and critical mistakes. In contract, Bionic automates the process of trafficking to ad servers like Google Campaign Manager, Sizmek, and others. 
  15. No Placement Naming Conventions – Mediatool lacks the ability to generate unique placement names based on naming conventions. This hinders downstream activities such as ad serving and analytics. It forces unnecessary work onto the ad operations team of using excel to create naming conventions. In contrast, Bionic automatically generates perfect and unique placement names based on your naming conventions and feeds them to downstream activities. 
  16. No Packages – Mediatool lacks the ability to handle advertising packages. So, there’s no way to represent truly what is being purchased from the vendor. In contrast, Bionic includes many features to handle and to automate the intricacies of packaging advertising placements. 
  17. No Flighting – Mediatool lacks the ability to flight placements. This forces you to create separate placements for each flight, which is not quite right and hinders reporting. In contrast, Bionic gives you powerful flighting tools that automate the process of creating and configuring flights 
  18. No Ordering – Mediatool lacks the ability to create insertion orders. This means you must go outside the system and manually create IOs, which wastes time and introduces errors. In contrast, Bionic automates the creation of insertion orders with your own custom IO template and legal terms. 
  19. No Audit Trail – Mediatool lacks an audit trail of changes to the media plan. So, you never know what changes have been made nor who made them. In contrast, Bionic tracks and reports on every change made to your media plan. 
  20. No Undo – Mediatool lacks the ability to reverse mistakes that others have made. So, you must manually correct.  In contrast, Bionic gives you an undo button on any change. 
  21. No Reconciliation – Mediatool lacks features and data to assist the invoice reconciliation process. So, you are forced to gather this critical data and perform reconciliations outside the system. In contrast, Bionic breaks down media plans into fiscal periods and shows you exactly what was planned and what was delivered. 

What’s missing or wrong? 

Please let us know what’s missing or wrong. We’ve done our best to identify the key differences between Mediatool and Bionic to help you with your evaluation.  However, our information is limited and would be happy to correct. 

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