"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.

1. The Evolution of
Digital Media Planning

2. Hotwired served up the
first banner ad for AT&T
on Oct. 27, 1994

4. 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.

5. Media plans were made in Excel

6. 42-step manual process

7. Digital Switchboard Operators

9. Ad Network
Source: Right Media

10. 500 Ad Networks
Source: Right Media

11. Daisy Chaining
$5.00
$1.00
Source: Right Media

12. Source: Right Media
Ad Exchanges

14. 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.

15. early trading machines were crude

16. Algorithms got Smarter

17. they created new revenue streams

18. hundreds of companies making machine parts

19. machines threatened to break the guilds

21. “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.

22. RTB
Direct
$2billion
$8billion

23. RTB
Direct
$2billion
$8billion
?

24. Source: AdExchanger

25. Programmatic Direct

27. 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.

28. Man versus Machine
Man and Machine

29. Humans + Automation
=
Achieve Super-Human Results

30. Media Workflow
Automation System
Media Planning
Media Buying
Ad Operations
Account Management
Finance

31. Centralized Media Planning
All account and campaign
information in one place.

32. 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

33. 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.

34. 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.

35. Media Planning “Smartsheet”
“Excel on Steroids”
Tons of built-in
productivity tools to
make planning easier

36. Multi-Channel Media Planning
Plan Traditional and Digital Together
TV, digital, radio, magazine, direct
and virtually all other online and
offline media channels.

37. Flowcharting
Create flowcharts with
a click of a button

38. Spending Over Time
See spending over time
with a click of a button

39. Spending by Vendor
See vendor breakdowns
with a click of a button

40. Spending by Channel
See channel allocations
with a click of a button

41. Client Specific Allocation Charts
It’s easy to build reusable custom charts
for each of your clients.

42. PowerPoint Output
Output your media plan to
powerpoint

43. Client Roll-ups Across Campaigns
Agency compensation for entire client
organization

44. Media Authorization
Create your media authorization
with a click of a button

45. Insertion Orders
Create all your insertion
orders with a click of a button

46. Ad Server Trafficking
Bi-directional integration
with major ad servers

50. We believe that media planning
will evolve to include full-cycle
marketing performance
management

51. The Plan The Results
?

52. A major upgrade to Bionic…

53. 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…

54. Data Sourced from all Platforms

55. All Connected to Your Media Plan

62. Is the future of media planning
beyond logistics and into
marketing performance
management consulting?

63. How will the role of the media
planner evolve as media buying
becomes fully automated?
(i.e. how do you remain relevant?)

64. Are you positioned for a post-
programmatic future?

65. Here at iMedia
Tim
Tim Jones
Director of
User Experience
Joe
Joe Pych
Co-Founder & CEO