Get Familiar With The Media Plan Structure

A media plan is a media plan, right??  Well... sort of.  There are a lot of common attributes of a plan (where, what, when, how much), though each company may have their own twist to even the most common of these.  Plus, you may have KPIs, costs, custom data points, tracking URLs, and more.  It's a LOT of information.

Bionic brings structure and consistency to this data, while still allowing for your unique needs.  This structure makes for easy client presentations, better reporting, and tying data together at multiple levels - something Excel just can't do.

It can be a little overwhelming at first with so much information on your screen.  Getting some context around how the media plan is structured will make learning Bionic much easier.


Media Plan Lines


For each Advertisement, you will have a Placement (one line in the media plan) that represents the details of that ad (we will discuss the details below).  Each placement will receive a unique ID that allows you to tie back other information, such as performance results.  Simple.



A Package is a group of 2 or more Placements that tie back to a single cost.  For instance, say  you have negotiated 2 banners and an e-newsletter for a Flat rate.  This would be a Package with 3 placements and the cost would be allocated across all 3.  You can track the individual placement details for each.



Individual flights (whether alone or in a package) can contain flights to represent the specific dates it is running, ratings, costs, and other information that may be unique to each flight.  Broadcast placements are often flighted, as are digital placements that may have blackout dates.



Data Structure

There is a lot of data that can be represented for each placement.  Here is a breakdown of each section of information.

Placement Name / Bionic ID

The Placement Name & Bionic ID will populate automatically.

Basic Placement Information

This is the Where, What, When, How Much, and How Many.  Check out the screenshots above that represent a few different scenarios.


Placement Costs are automatically calculated on your Rate & Qty (if applicable).  You can also include any Production Costs, Agency Compensation, and Delivery Costs that may be applicable.  Costs can be adjusted or excluded as needed for each placement.


Market, Reach, & Frequency

Identify Market, Population, Ratings, and calculate GRPs, CPP, Impressions, CPM, Reach, & Frequency





Tracking URL

Automatically generate your Google Analytics Tracking URL



Pick the KPIs you want to track, set your goals and calculate either cost efficiencies or quantities.


Custom Data

Add your own data - track statuses, objectives, offer, or anything specific to your company.  You control what's available for each campaign.



If you are ready to dive in, a great place to start is with our recommended learning path for media planning.

We are also always happy to hop on a call to dig in deeper, work through your specific needs, or provide some training.  All free and unlimited!



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