In this video we’ll show you how Bionic enables you to perform Media Plan research quickly and easily.
One of the biggest challenges you face as a media planner is choosing from the hundreds of thousands of advertising options available. With Bionic, you have access to a database of information about different options all in one place, helping you conduct your research easily and quickly.
Let’s get started in our Media Plan Research now. We’ll give you an overview of the information and the standard way Bionic presents it. To start, hover over the Data Card icon next to one of your Program items in the Media Plan part of your Campaign dashboard. Click on it and it’ll reveal a data card with a lot of information about the advertising program.
The Data Card is unique to Bionic, and helps offer useful information about different advertising programs to Media Planners and other members of your team.
On this page you’ll see the company logo, publisher, monthly uniques, and an overview of the program in question.
Bionic can answer many of the questions you have about an advertising program such as: What products are available? How much does each cost? How much inventory is available? Who is my sales contact? What does the audience look like?
In our example, view the available products for advertising with Car and Driver. Some examples are for print with relevant pricing beside them. There are other options that are for advertising on their website. For some options, they list the standard rate. But some do not. Bionic automatically stores your custom rates, making it much easier to price your items appropriately.
For example, we’ll put in the standard rate for a website ad. Click the Our Rate column and enter the appropriate rate.
Another problem Bionic solves is knowing whether someone else from your organization likes the program or recommends it. This makes for some nice interaction in Bionic, similar to liking a post on Facebook.
In our example, see that Pamela endorses the program. Here we can see her comment that this program is “very responsive”.
The Data Card lists the sales contacts that are primarily used by your company for this particular program. This make contacting them for more information easy to do.
The primary contact is indicated by the star on the upper right of the contact listing. Others will be listed below them as other points of contact.
With data cards, you can see where the program has been used previously in other media plans, which helps with decisions and negotiations. In our example we can see the history of recent campaigns where the program was used.
Some vendors provide extra information about their audience and who you’ll be presenting your advertisements to. In this example, this includes age, marital status, whether they graduated college or not, and many other factors to consider.
It gives information about employment and job information from their audience that have been collected over time.
Below this you’ll be able to see the number of unique visitors to their website over the last twelve months, and other metrics for visitors listed below that. You can toggle between different views of the data metrics by clicking on the gray boxes to the side of the graph.
This gives you a better idea of when people visit the website, including total pages viewed, average minutes per visit, and average visits per visitor over time. This will help you strategize your media plans timing and visibility on the site, enabling a better researched, more flexible system for coordinating marketing efforts.
Below this, more information about customers. Including household income, whether they have children, and the size of their customers households. This can make appropriate ad targeting much easier for Media Planners.
For instance, in our example we can see that this advertiser skews highly male, which isn’t surprising since it’s a car magazine and website.
We can see in the example that this site appeals to a somewhat more affluent audience, as well as people who typically do not have children.
Most people going to the site or using the magazine exist in a one or two person household, which makes targeting your ads much easier with this much information about your audience.
Overall, Data Cards give you a vast array of targeted information for making decisions about what content is appropriate to use in your ads, and which customer you’re trying to reach with those ads.
This concludes our overview of how Bionic can assist with Media Plan Research using Data Cards.