'Media Auditing’

Progress or Digress?

Media 10 years ago

Print

Broadcast and Cable TV

Radio

Digital: banners and text

Media Today

Broadcast and IPTV

Print and Reusable Paper

Broadcast and Digital RadioOOH

Lift & lobby Video

HoardingsBanner

Vehicle Advertisement

InternetSocial Networking

Internet Mobile AdsSearch Engine

Website Banners

Chat & Blogs

Email Newsletter

Sponsorship Links

Mobile

MMS AdvertisementSMS Advertisements

Pamplets Dist.

Roadshows

changing media LANDSCAPE

TV

Newspapers

Radio

Online

European media usage by time of day – 7 day average

Online is becoming a central support tool into peoples lives

Source:EIAA Mediascope 2006 (UK, FR, DE, BE, NL, ES, SE, NO, DK)

Consumers are online all day

TV31%

Radio28%

Internet23%

Newspapers11%

Magazines8%

TV33.0%

Newspapers34%

Radio6%

Magazines18.0%

Internet8.0%

Share of Total Media TimeShare of Total Media Time Share of Total Ad Spending

Source *EIAA Mediascope 2007 (UK, FR, DE, IT, ES, BE, NL, ES, SE, NO, DK) . Zenith Optimedia Western Europe Ad Expenditure Forecast Oct 07

Online represents 23% of all time spent on major ad-supported media, but only 8% of total ad spend

Share of Media versus Share of Ad Spending

MEDIA AUDITINGADVERTISEMENT

HEAVY MONEY

HEAVY MONEY

HEAVY RISK

WANT TO ADVERTISE ? WHICH AGENCY TO TRUST ?

IS ADVERTISING IS ADVERTISING AN AN EXPENDITURE ?EXPENDITURE ?

OR IT’S A

MARKETING INVESTMENT ?MARKETING INVESTMENT ?MEDIA AUDITING

What is media auditing ?

A

Tested

Methodology to assess

whether a company's media spend is effective ?

Are the rates being paid in line with the market benchmarks?

Am I getting volume rebates comparable to the market?

Can I get my agency partners to protect my interests while being fair to

them?

Is their a transparency in business with MBA’s ?

Are methodologies used by MBA (Media Buying Agency) for developing

strategies adequate ?

The ProblemThe Problem

Advertisers spend

Rs 6,000 Crore on

buying media through the agencies.

RISK !RISK !

Media audit helps provide advertisers

with an independent assessment

and

evaluation of their media investments.

The solutionsThe solutions

Any Advertiser Who

Looks at Marketing spends as investment and not as expenditure.

Is interested in increasing ROI on all communication.

Requires benchmark costs, quality and value evaluation.

Is interested in tracking marketing performance.

Who needs media auditing ?

Strategic Planning Strategic Planning

Measuring plan effectiveness and efficiencies given campaign objectives. Creating a ROI scorecard to track deliveries.

Provides a Campaign Performance Scorecard which is benchmarked and tracked over time.

Media BuyingMedia Buying

Measuring cost & value, comparing with the market & 'Peer-Group' advertisers covering all media.

Benchmarking based on a robust dynamic rate pool from across the country.

How does media audit help

"An audit ensures that advertiser receives maximum value for its investment, and a mechanism for driving continuous improvement of the media agency's planning”.

B VenkataramanamGeneral Manager - Media Services

Hindustan Lever

Experts VIEW

SONY ENTERTAINMENT’S EVP Rohit Gupta says

"For anybody to do an audit, one has to be involved in the process from day one. Today,the audit cannot be viewed only on rates.”

Experts VIEW

Group M's CEO South Asia Ashutosh Srivastava points out,

"Unless there are guidelines that are created, only the process can be audited.

Players have to establish their true credentials."

McCann Erickson president Santosh Desai elucidates,

"Clearly, the media auditor service has been noticed and will remain pertinent to clients with a large scale of spends.

Experts VIEW

Starcom MD (West & South) Ravi Kiran points out,

"To do a comparison of buying capability of different agencies today is

quite an uphill task in India. It's the biggest role for a media auditor.

Clients in India don't seem very open on the rates front.

Meenakshi madavaniProperitorSpatial Access SolutionsFirst Media Audit Agency In indiaFirst Media Audit Agency In india

"We at SAS, help advertisers measure the returns they are getting on their media investments.

We evaluate their plans and buying, review the implementation of the plan against the objectives that were agreed at the start of the campaign and study the process that they follow."