Develop media plans that reach your target audience and achieve your desired results while staying within budget and adhering to industry best practices.
A Publisher’s History of Programmatic Premium
It’s hard to argue that the banner ad era has been good to publishers. After a brief initial period in which banner inventory matched audience availability, publishers enjoyed double-digit CPMs and advertisers enjoyed unique access to a valuable audience of online “early adopters.” Prognosticators heralded a new golden era of publishing, and predicted the eventual death of print. Fifteen years later, print is barely breathing, but publishers are still awaiting a “golden era” where the promise of online media matches its potential. What happened on the long road of publisher monetization, and how did we arrive in this new “programmatic” era? It didn’t take long after HotWired sold the first banner ad to AT&T for other online properties to start making banner ads part of every page they put onto the Web. Not immune to Adam Smith’s economic theory, banner CPMs lowered as impression availability rose. Suddenly, publishers were in the single digits for their “ROS” inventory, and had plenty [...]
Budgeting just got easier with Bionic Planner v1.2
Tracking to client budgets can sometimes be a challenge in digital media planning. With the latest release of Bionic’s Digital Media Planner (version 1.2 released Friday, 1/25/13), you now have a handy visualization on your homepage that makes it easier for you to stay on budget on all your campaigns. Want to get Bionic Planner? Request your free access here.
Digital media planning just got even easier
Less than three weeks ago, we introduced the new Digital Media Planner tool. It was built specifically to make digital media media planning easy. Today, we upgraded the software to make it even easier. Now when you create a new campaign, you are greeted with four easy options to get started: import a file, suggestion tool, search tool, or type-ahead. In every case, the system is making your life as a media planner easier. Want to learn more about the tool? Go to https://bionic-ads.com/planner/.
Bionic Aims to Replace Excel With New Digital Media Planner
Bionic Advertising Systems today unveiled a new system for automating digital media planning workflow at advertising agencies at the iMedia Agency Summit conference in Scottsdale, Arizona. The new system is called Digital Media Planner.
Why is automation important to digital media directors?
Here is the presentation I gave this morning to a packed room of 70 media executives at the iMedia Agency Summit at the Camelback Inn in Scottsdale, AZ
Bionic Unveils a New Digital Media Planner tool
After two years in the making, I’m very happy to unveil our latest creation: the Digital Media Planner – a system specifically designed to help digital media planners to get their job done more easily. The 42-step process to create and execute the digital media plan costs agencies an average of $40,000 per campaign in labor costs. This cost does not include creative, technology, or other costs to deliver the campaign. Just the media department labor cost. It’s a very expensive process. The digital media planning process is ripe for automation because of the combination of high costs and repetitive, manual labor. However, prior solutions have failed to gain widespread adoption in the marketplace. Despite the availability of various workflow systems, the digital media planning process is still typically done manually using Excel, email, shared drives, and generic tools. In our research, we discovered the reasons for system adoption failure were a combination of the following factors: (1) too cumbersome [...]
The Digital Media Planner Happiness Project
As I talk about the automation benefits of our Digital Media Planner system, I use words like “easy, efficient, and effective.” But these words don’t capture the essence of what we are doing here from a media planner’s perspective. Here I try to get to the essence using the 5 whys method with a fictitious media planner, Paulette Planner: Q1: Why is workflow automation important in digital media planning? Paulette Planner: “Because it frees me from doing lots of mundane, robotic tasks like copying and pasting 600 placements from Excel into DFA.” Q2: Why is liberating you from mundane, robotic tasks important? PP: “Because it saves me time, eliminates tedious mistakes, and let’s me spend more time on higher-value, strategic activities.” Q3: Why is spending your time on high-value activities important? PP: “Clients pay for value. If I’m doing valuable work, then I’ll be happier with my job. Plus, I’ll get paid more and get promoted.” Q4: Why is your happiness [...]
3 Reasons Why “Programmatic Premium” Doesn’t Work Today
There’s been a lot of discussion lately about “programmatic premium” – using machines to fully automate the purchase of premium advertising inventory.
The 10 Biggest Problems with RFPs
It’s the fall media planning season. It’s the time of the year when leaves fall and make a mess of all the yards in the neighborhood. It’s also the time of the year when RFPs fall and make a mess of all the desks and inboxes in the media world. In The Fiesta Nobody Loves, Doug Weaver writes: “As we enter the fall season and another online advertising year begins to ebb, the human-powered agency RFP process continues — against all odds — to cling to life. For those looking in from the outside, the RFP (request for proposal) is a weekly ritual in which an agency sends out digital planning requirements to five times as many sites and networks as they’ll be able to buy from. The sales reps get all lathered up, put their entire organization into Def-Con 4 status, and turn a detailed proposal around in 36 or 48 hours with relatively little quality information and — unbeknownst [...]
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.