When creating a proposal, you are provide a form to build out the placement details. This form is similar to the planning grid used by media planners in Bionic. The data you enter can be automatically carried into their media plans.
You can build individual placements, packages, roadblocks, flighted placements, and flighted packages.
Placement Name - This will automatically populate as you start completing the placement details
Bionic ID - Unique placement ID assigned by Bionic
Program - When you click in the field, a list of programs for your company should display. If you don't see what you are looking for, start typing the name of the program for this placement. Just select it from the list when you find it. If you don't find it, complete the name and tab out of the field. We will create a program automatically that you can use going forward.
Product - When you click in the field, a list of available products will display (if it's not a new program). You can either select from the list, or manually enter a new Product - it will be added to the list for next time.
Enter any targeting if applicable
If you select a Product from the list, channel probably already got filled out. You can select/change the channel as needed.
Ad Unit - Select an ad unit from the list, or manually enter one.
Ad Specs - You can manually enter (or copy/paste) applicable ad specifications.
Flight dates - The flight dates will be automatically set with the dates of the campaign (set by the planner). You can change this by selecting the flight dates and choosing from the calendar.
Alternatively, for end date, you can choose "rules". If you change the start date, the end date will update based on the rule.
Day/Week Parts - You may specify days of the week or times of day here. Clicking in the fields will open options for you to choose from. The Day Part options will vary based on channel.
Rate - Enter the Currency (if applicable), enter the Rate, and select Rate Type and Net/Gross/Total.
Quantity - Enter the quantity applicable to rate type. If you selected CPM as a rate type, the Quantity will represent the number of impressions. If you selected Spots, it will represent the number of spots.
Gross Media Cost – This will calculate based on the Rate and Available entered, if Gross. Or if Net, it is calculated based on Net & Discount/Savings.
Discount & Savings - These fields work together. If you change the Discount %, Savings will be automatically calculated, and vice versa. Changes to these will update the Gross & Net accordingly.
Net Media Cost - This will calculate based on the Rate and Available entered.
This next section will only display if the planner has turned that option on
Market & Demographics – Begin typing the market in which you are advertising and select one from the drop down list. You are also able to select demographic information here.
Population – Autopopulates with the public Nielsen data (12+). You will need to change this population based on the demographics you selected.
Rating (broadcast only)– Enter the rating for your broadcast placement.
Avg. Persons (broadcast only) – (Population X Rating / 100) Number of people in the Population that will be exposed to a single advertisement, on average.
Spots (broadcast only) – Based on the # of Spots identified in Quantity, if Rate is based on Spots. Otherwise, this field will be editable.
GRPs (broadcast only) – (Spots X Rating) Measures advertising impact by calculating the cumulative percentage of the population the campaign will reach as a whole.
CPP (broadcast only) – (Gross Media Cost X GRPs) Measures media efficiency by calculating how much it costs to buy one rating point. Campaigns with lower CPP are generally more efficient.
Impressions (broadcast only) - (Spots x Average Persons) The total number of interactions the audience has with an advertisement.
Net CPM - Total Media Cost / (Impressions/1000)
Reach (broadcast only) - Population x Reach %
Reach % (broadcast only) - Uses Bionic algorithm
Frequency (broadcast only) - Impressions / Reach #
Variable KPIs - Dependent on the KPIs set up for the campaign by the planner, you will have a variable list of KPIs (Cost Per X and Quantity of X). Say you have CPC and Clicks. If you enter the Cost Per Clicks, Bionic will calculate the Number of Clicks. If you enter the Number of Clicks, Bionic will calculate the Cost Per Click.
Notes - Free type field to add any additional notes related to the respective placement.
Control the Columns to Display
If you do not want all of the columns to display, you can hide columns you don't want to see.
Press the Columns button at the top of the proposal details.
Deselect the columns you don't want to see.
There are a number of functions available in the Placement menu - just hover over the Line Number to access the menu icon & click on it.
When you have multiple placements tied to a single cost, a Package or Roadblock can be used. While they are similar, a Roadblock uses logic that the impressions are the same across the placements since they are all delivered at the same time.
Press the Add Package or Add Roadblock button.
The package/roadblock will provide a Package Header line at the top, and 2 package placements (you can add more).
In the header you will enter the program and costs associated with the package, which will carry down to the placements.
In the placements, you can identify the specific placement details.
By default placements will be allocated evenly. You can use the weight field to adjust as needed.
If you need to flight a placement or package, use the menu for the respective line item and select Enable Flighting or Flight at Package Level.
Use the options to adjust flight dates and set flight rules.
Once confirmed, flights will be created. You can make changes as needed.