Media buying is crucial to the success of your advertising campaign. It helps you optimize your advertising spend and maximize reach to your target audience.
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 Nuts and Bolts of Programmatic Direct
An interview with Econsultancy’s Monica Savut and Bionic's Chris O'Hara, on his recently published programmatic direct whitepaper. Econsultancy: Why now? In other words, why has this “programmatic direct” trend been on the radar lately? What’s driving all of the conversation the space? Chris O’Hara: It’s really something my boss Joe Pych calls the “Sutton Pivot,” inspired by the famous thief Willie Sutton who robbed banks “because that’s where the money was.” Over 70% of digital display dollars are transacted in a very manual way today. Despite all the LUMAscape hype over RTB, most of the digital money still gets transacted through the request-for-proposal (RFP) process. Everybody wants a piece of the action, hence the “Sutton pivot,” in which all the ad tech companies are running to try and provide automation technology for directly sold deals. It’s actually a good thing. Today’s process for buying guaranteed digital media can take over 40 steps and suck up over 10% of media budgets just in [...]
Programmatic Direct is in the Top of the Second Inning
Lately, I have been working on a whitepaper about the “programmatic direct” phenomenon. Part of the research involved surveying a bunch of influential people in the space, and asking them where they thought this new buying methodology was in terms of adoption. Their answers kind of surprised me. If “programmatic direct” was a baseball game, we are in the top of the second inning. The game has basically just started, and a few balls have been put into play, but the action is just getting started—and the big sluggers have yet to step up to the plate. If you are a regular AdExchanger reader, you would be justified in thinking that programmatic direct was quickly gaining steam by progressive agencies and publishers. After all, there has been a good deal of hype surrounding the idea of enabling programmatic access to higher classes of inventory, and it seems like almost every ad technology player in the display space is getting into [...]
Programmatic Direct Isn’t Just About Efficiency
When you are selling anything, it’s really easy to get caught up in pitching the benefits of your product, and ad technology is no different. Some of today’s new programmatic direct marketing solutions promise to change the very nature of how media buyers and sellers spend their time. Demand side systems are focusing on replacing Excel and e-mail with web-based, centralized systems that take the manual grunt work out of buying. Supply-side systems are tying into publisher ad servers to help create more streamlined access to inventory, without the hassles of secure it via paper insertion orders. While it’s easy to focus on all of the amazing efficiency benefits offered by today’s web-based solutions, it’s also critical to remember to ask your client what’s important to them. On a recent sales call to a large agency, my old-school sales training kicked in. After showing off all of the neat bells and whistles of my software, I asked the company’s Chief [...]
A Fresh Attempt to Slay the $31.5 Billion Digital Advertising Workflow Monster
The digital advertising industry is wasting $3.6 million dollars per hour with inefficient manual processes. Despite the high risk of failure, Google, Centro, Facilitate, Mediaocean, Bionic, and others are making fresh attempts to solve the complicated digital media planning dilemma.
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.
Why Publishers Hate the Transactional RFP Business
More than 22 hours – half a business week – spent creating a single proposal and starting a campaign, which, has a less than 35% chance of getting bought.