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The Evolution of Digital Media Planning

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"The Evolution of Digital Media Planning" presented by Joe Pych at Aspen Group Meeting / iMedia Agency Summit on May 3, 2015 at Terranea Resort in Rancho Palos Verdes, CA. Bionic believes that in a post-programmatic advertising world, media planning will evolve to include full-cycle marketing performance management.

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The Evolution of Digital Media Planning

  1. 1. The Evolution of Digital Media Planning
  2. 2. Hotwired served up the first banner ad for AT&T on Oct. 27, 1994
  3. 3. The “Guilded” Age Advertising inventory was purchased in large batches at negotiated rates expressed in contracts called insertion orders, just like in print. These early digital media artisans soon joined together and established the guilds that became known as digital media agencies. Like medieval guilds, they closely guarded their trade secrets and only passed them down to their apprentices.
  4. 4. Media plans were made in Excel
  5. 5. 42-step manual process
  6. 6. Digital Switchboard Operators
  7. 7. Ad Network Source: Right Media
  8. 8. 500 Ad Networks Source: Right Media
  9. 9. Daisy Chaining $5.00 $1.00 Source: Right Media
  10. 10. Source: Right Media Ad Exchanges
  11. 11. The Machine Age The Machine Age introduced astonishing efficiency through real-time bidding on ad exchanges. Instead of humans taking weeks to plan and execute a campaign through an insertion order, machines purchased impressions at auctions that took place in the milliseconds before a browser loaded your Web page.
  12. 12. early trading machines were crude
  13. 13. Algorithms got Smarter
  14. 14. they created new revenue streams
  15. 15. hundreds of companies making machine parts
  16. 16. machines threatened to break the guilds
  17. 17. “The cost of not having a connected business is costing the [digital advertising] industry $3.6 million dollars per hour.” Neal Mohan, Google’s Vice President of Display Advertising Products at Google’s thinkDoubleClick June 2013 event.
  18. 18. RTB Direct $2billion $8billion
  19. 19. RTB Direct $2billion $8billion ?
  20. 20. Source: AdExchanger
  21. 21. Programmatic Direct
  22. 22. The Bionic Age We use computers to automate the repetitive, mundane tasks to free us humans to do what we do best: be creative and strategic.
  23. 23. Man versus Machine Man and Machine
  24. 24. Humans + Automation = Achieve Super-Human Results
  25. 25. Media Workflow Automation System Media Planning Media Buying Ad Operations Account Management Finance
  26. 26. Centralized Media Planning All account and campaign information in one place.
  27. 27. Campaign Data Repository All your campaign data stored in shared, secure repository: campaign settings, RFPs, Proposals, Plans, Authorizations, IOs, etc. Sarbanes Oxley and SAS70 compliant Built-in change tracking and version control
  28. 28. Searchable Media Directory Access 15,000+ Premium Publishers The Bionic directory has been adopted as the industry standard directory by the IAB. Create your own private marketplace by customizing products, prices, and contacts. Endorse favorite programs.
  29. 29. RFP Management “Air Traffic Control for RFPs” Send RFPs in batch. See when you sent each RFP, how many times you sent it, if they viewed it, when they responded, and the current proposal status.
  30. 30. Media Planning “Smartsheet” “Excel on Steroids” Tons of built-in productivity tools to make planning easier
  31. 31. Multi-Channel Media Planning Plan Traditional and Digital Together TV, digital, radio, magazine, direct and virtually all other online and offline media channels.
  32. 32. Flowcharting Create flowcharts with a click of a button
  33. 33. Spending Over Time See spending over time with a click of a button
  34. 34. Spending by Vendor See vendor breakdowns with a click of a button
  35. 35. Spending by Channel See channel allocations with a click of a button
  36. 36. Client Specific Allocation Charts It’s easy to build reusable custom charts for each of your clients.
  37. 37. PowerPoint Output Output your media plan to powerpoint
  38. 38. Client Roll-ups Across Campaigns Agency compensation for entire client organization
  39. 39. Media Authorization Create your media authorization with a click of a button
  40. 40. Insertion Orders Create all your insertion orders with a click of a button
  41. 41. Ad Server Trafficking Bi-directional integration with major ad servers
  42. 42. We believe that media planning will evolve to include full-cycle marketing performance management
  43. 43. The Plan The Results ?
  44. 44. A major upgrade to Bionic…
  45. 45. All Marketing Performance Metrics 1. Net Media Cost 2. Gross Media Cost 3. Agency Spots 4. Impressions 5. Frequency 6. Human Impressions 7. Bot Impressions 8. Views 9. Video Completions 10. Points (GRPs) 11. People Reached 12. Opens 13. Clicks 14. Unique Clicks 15. Click Through Rate 16. Visits 17. Sessions 18. Visitors 19. Pageviews 20. Actions 21. Comments 22. Downloads 23. Engagement 24. Favorites 25. Follows 26. Interactions 27. Likes 28. Pins 29. Replies 30. Retweets 31. Shares 32. Social Actions 33. Calls 34. Leads 35. Conversions 36. Conversion Rate 37. Conversion Value 38. Sales 39. Revenue 40. Return on Investment 41. Return on Ad Spend 42. Short-term Return on Marketing Investment 43. Long-term Return on Marketing Investment 44. Lifetime Value 45. And more…
  46. 46. Data Sourced from all Platforms
  47. 47. All Connected to Your Media Plan
  48. 48. Is the future of media planning beyond logistics and into marketing performance management consulting?
  49. 49. How will the role of the media planner evolve as media buying becomes fully automated? (i.e. how do you remain relevant?)
  50. 50. Are you positioned for a post- programmatic future?
  51. 51. Here at iMedia Tim Tim Jones Director of User Experience Joe Joe Pych Co-Founder & CEO

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