Programmatic for print is here
introducing bop (formerly bidonprint)
BoP is the very first real time bidding & private trading platform for print media, providing agencies with access to print advertising inventory in an easy-to-use buying format. Features include contract based trading, private offers, inventory requests, reporting and billing integration. The centralised portal allows publishers to place inventory in front of media agencies rapidly and efficiently, revolutionising the way print inventory is traded.
BOP was developed with the simple idea of making Print advertising easier to buy in a digital age.
It is the official platform of The Newspaper Works Australia and owned by owned by media representation company, Publishers Internationalé.
Led by world leading IT Architects with backgrounds in banking and finance system architecture, the BOP platform was built in Sydney by our development team using bespoke algorithms.
Participating media companies include Fairfax, West Australian Newspapers, APN and several small regional, rural and ethnic papers.
THE BOP TEAM
CHARLTON D’SILVA
CEO
With a media career spanning 27 years, Charlton has a wealth of experience in marketing, global media leverage and strategy. He holds a Masters Degree in Marketing and a Post-Graduate Diploma in Media Planning. He is a Fellow of The Australian Institute of Management. Charlton previously worked with The Times of India Group, News Corp and was most recently the Asia-Pacific CEO for Publicitas.
DARAYUS PATVA
CFO
Post qualified experience of more than 28 years. Worked in diverse industries such as Mega project , Trading house, FMCG, Public Transport & Media & Advertising.
Worked in Asia & Middle East for more than 10 years and working with PI since 2004. He holds a Bachelor of Commerce ( Hons), is a Chartered Accountant from Institute of Chartered Accountants of India, Member of CPA Australia.
GANESH PRASAD
Chief Technology Officer
Ganesh Prasad brings to the CTO role more than a quarter century of IT industry experience. He is a recognised thought leader who has made revolutionary contributions to user interface design (the “SOFEA” style), identity management (the “LIMA” model), enterprise architecture and management control systems (“Dependency-Oriented Thinking”). He holds a Masters Degree in Computer Science from the Indian Institute of Technology (IIT) and an MBA from the Indian Institute of Management (IIM).
DANNY MASSA
SALES DIRECTOR
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HANS-PETER ROHNER
TITLE
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Revolutionising the buying and selling of print advertising
Solutions
Challenges
PUBLISHERS
PUBLISHERS
- Easily offer your media to all relevant agencies & clients in an instant
- Target specific offers to specific groups
- Integration to your back end systems
- Easy reporting to standards set by your company/teams
- Accelerate the sales cycle
- Reduce cost of sales
- Flexible inventory functionality and management
- Central buying hub for print with sophisticated inventory profiles
- Free sales staff to focus on higher yielding projects
BUYERS
- Electronic buying of campaign
- No extensive call around, tracking of advertiser, etc
- System generates booking confirmation and email related parities
- Easily exportable files for accounts systems
- Cost saving is manpower
- No need for additional hardware
- End to end workflow system that automates the transaction process
- Fast discovery of suitable publications & opportunities
- Reduce cost of transactions
- Central hub for print with sophisticated inventory profiles
- Free staff to focus on higher yielding projects
- Not easily transact-able in digital formats
- Declining revenues due to difficulty in execution of large campaigns
- High cost of sales people, management and training
- Archaic back end systems that do not integrate
- Selling bundles and packages
- CPM agilities with easy comparison of geographies and audiences
- Multiple reporting formats/points
- Speed to market
- Remnant inventory management
- Premium inventory management
BUYERS
- Difficult to execute large plans quickly
- Not transactable electronically Like digital
- Does not integrate with legacy systems at agencies
- Tracking and reporting through one central database
- Multiple pricing strategies dependent on ‘who knows whom’
Robust features makes BOP a powerful business asset
GENERAL FEATURES
- Buying & Bidding model
- Single or package inventory:
Print plus other media - Private or Open exchange
- Schedule buying management
- White list of buyers
- Live CPM comparisons
- Buying & Bidding model
- Single or package inventory:
Print plus other media - Private or Open exchange
- Schedule buying management
- White list of buyers
- Live CPM comparisons
- Basic & advanced search functions
- Demographic & geographic search
- Publisher back end integration
- BCC file pull facility
- Security audited
- Tested in Australia
- Live tracking and email alerts
OPEN EXCHANGE
- Offer inventory at relevant price for:
- Premium
- Remnant
- Market share capture - Set base price and buy now price
- Strategic offerings:
- Date flex
- Size flex
- Section flex - Clone inventory
- Yield & inventory management features
PRIVATE EXCHANGE
- Offer to a single agency or limited group of agencies rather than to the open market
- Optically make offer visible only to a client group within an agency rather than all users in that agency.
- Recommended sale price is the contracted rate or something lower. This can only be seen by the named agency, and the specific client group within that agency
END TO END OPS WORKFLOW
- Automated process from start to finish across all stages
- Reporting & data capture providing tracking & reconciliation efficiencies
- Integrates all stakeholders into workflow
- Robust & security audited by external agency
COST STRUCTURE
- Fixed Fee to publisher or flexible model based on revenue generated
- White label option for smaller markets
Technical summary
BOP is the very first real time bidding & trading platform focused on print media.
BOP provides agencies with access to newspaper ad inventory in an easy-to-use buying format.
BOP acts as a central portal for publishers to place inventory in front of media agencies rapidly and efficiently.
The platform can easily be extended to cover other media.
BOP launched in partnership with The Newspaper Works Australia.