Programmatic advertising brings media planning problems you don’t have with other media channels.

Unknown Rates and Quantities

Because rates and quantities are not known in advance, programmatic advertising creates unique challenges for media planners.

Programmatic ad placements require additional estimations and calculations to create a proper media plan. This creates extra work (and risk of error) for media planners.

Handling the Complexities of Programmatic

With advertising budgets shifting to programmatic advertising, it’s critical for your media planning tool to help you to efficiently handle the complexities of programmatic advertising:

The Tools You Need to Automate Media Planning

Bionic gives you all the tools you need to automate your media planning for programmatic advertising. And these tools just got better with the latest software upgrade.

Setting Budgets for Programmatic Advertising

With non-programmatic media channels, you buy known quantities of advertising impressions at known rates.

In contrast, with programmatic advertising, you buy unknown quantities of ad impressions at unknown rates. That’s because ads are purchased on-the-fly through real-time bidding algorithms, with your ads competing to win auctions against other advertisers. The only thing you know for sure in advance is your budget.

Your media planning tool should help you to understand and adjust your monthly net media costs.

Unlike other tools, Bionic media planning software automates the process of visualizing your net media costs and makes it easy for you to vary your programmatic advertising budgets through flighting.

Bionic’s flighting capabilities just got upgraded. Now, you can edit your monthly net media cost by month in the flight header in a horizontal layout. This new feature enables fast, easy, and error-free budget entry.

Estimating Impressions for Programmatic Advertising

Although you don’t buy specific quantities of ad impressions with programmatic advertising, it’s important to set ad exposure goals by estimating ad impressions.

This enables you to compare your programmatic ad placements to other placements in your media plan on an “apples to apples” basis. Estimating ad impressions also sets the baseline for ad performance monitoring and pacing once your ads start running.

Bionic Automates Impression Estimation

Unlike other tools, Bionic media planning software automates the process of estimating your impressions. Simply enter your target CPM and Bionic will automatically estimate your total impressions and break it down into a day-by-day plan.

Bionic gives you a visualization of your impressions plan through built-in charts and through Bionic Data Studio.

You can also export all this data to your own database and favorite BI tool through Bionic Data Pipe.

Estimating KPIs for Programmatic Advertising

As with all advertising, it’s important to “call your shots” by estimating business outcomes and KPIs during the media planning process. Knowing the predicted results helps you to make better media investment decisions. And it adds accountability to your media investments.

Bionic Automates KPI Predictions

Unlike other tools, Bionic media planning software automates the process of predicting your advertising KPIs, including short-term ROAS and long-term ROMI.

Simply enter your benchmark conversion rates and Bionic automatically estimates all of your KPIs and establishes day-by-day performance plan for each of your KPIs. This sets up your analytics team with a powerful media analytics database.

Monitoring Programmatic Advertising Performance

Every programmatic advertising platform gives you real-time performance data on spending, impressions, clicks, views, conversions, and other metrics.

“Umm… So, Are We On Plan?”

Although these platforms give you a ton of data, you can’t answer the simple question, “how is our advertising performing against our plan?”

Unlike other tools, Bionic media planning software doesn’t stop with creating a media plan. After all, what’s the point of a plan if the ads are not accountable to the plan?

Bionic Brings Transparency and Accountability

Bionic brings accountability to your media investments by tracking advertising performance against your all your media plan KPIs.

Bionic achieves this by importing spending and performance data from you programmatic platforms and other advertising platforms. Then Bionic compares your advertising performance to your plan, calculates pacing, and presents you with easy-to-understand data visualizations.

DEMO: Media Planning for Programmatic Advertising

 

Watch this demo to see how Bionic will help you to automate your media planning workflow for programmatic and other media channels.

How to get Bionic Media Planning Tools for Programmatic Advertising

If you are already using Bionic for Agencies, you already have all these tools. You got these tools as part of free upgrades over the past few months. Please contact customer support for training and assistance – we want you to get the most from these new tools!

If you’re not yet on Bionic, you can request a trial account through our website here: https://www.bionic-ads.com/agencies/