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BrandLabs Media Value Session 1 | Driving Media Agency Accountability and Results

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When it comes to your media agency, an audit is a great way to assess the results and effectiveness of your investment. But how do they work and what are your options? We walk through the pitch guarantee framework, latest trends in media audits, and best practices to help brands ensure you they receive the best value.

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BrandLabs Media Value Session 1 | Driving Media Agency Accountability and Results

  1. 1. #EMPOWERBL16 Brand Lab Schedule Driving Media Agency Accountability & Results Programmatic 101: The Programmatic Ecosystem Verification – Viewability, Fraud & Brand Safety 3 4 1 From RFP to Contract, How to Review your Agency2 [ 11:00 – 11:45am CT] [ 12:00 – 12:45pm CT] [ 1:00 – 1:45pm CT] [ 2:00 – 2:45pm CT]
  2. 2. Driving Media Agency Accountability and Results
  3. 3. #EMPOWERBL16 DIRECTOR, CLIENT SERVICES VICTORIA POTTER Presenters MANAGING DIRECTOR, MEDIA VALUE MARGARET LEWIS
  4. 4. #EMPOWERBL16 This session will cover… History of Accountability in Media Working with a Media Auditor3 1 Identifying Yourself on the Accountability Spectrum2
  5. 5. #EMPOWERBL16 History of Accountability in Media Brief History on the rise of the Audit
  6. 6. #EMPOWERBL16 History of the Audit 2008 2012 2015 Procurement Marketing Marketing + Procurement
  7. 7. Q1: Compared to one year ago, has the relationship improved, stayed the same, or declined? Moving in a positive direction… 30% 64% 6% 62% 36% 2% Improved Stayed the Same Declined Marketing Procurement Base: Marketing = 67, Procurement = 81 Marketing & Procurement are partners
  8. 8. #EMPOWERBL16 Media Audits have become SOP in the US Agency Accountability Teams No longer an exception, standards and structure are emerging in media accountability New Specialties Emerging Legal advice Ebiquity works with 85 of the top 100 advertisers in the world. Annual, Bi-annual, Quarterly Most are multi-year
  9. 9. #EMPOWERBL16 Two main types of audits Hard Savings Marketplace Benchmark YOY comparison Bottom line Increasingly used in agency reviews Your pricing versus industry norms Strategic Goal: 2-way evaluation of performance to establish ongoing improvement & value
  10. 10. #EMPOWERBL16 The Accountability Spectrum Characteristics and Approaches Across the Spectrum
  11. 11. #EMPOWERBL16 The Accountability Spectrum The first step in figuring out what to do is to determine who you are. We have a variety of clients that fall across the accountability spectrum – from those that are just starting out to those that have had processes and measures in place for a while. Low /Starting Out Midway Mature
  12. 12. #EMPOWERBL16 Low Governance Characteristics Often associated with advertisers with modest resources No/Low Internal Media Resources Minimal Contractual Audit Rights Little to No History of Auditing/Benchmarking Commitment to Savings with No or Few Parameters One-sided View of Marketplace Reluctance to Surface any Challenging Relationship issues
  13. 13. #EMPOWERBL16 Low Governance Approach to Accountability These advertisers need to establish control Review/Update Contract Terms Training/Education Establish a Baseline Ongoing System Full disclosure, Audit rights, visibility to 3rd parties, ownership of data Cost baseline – Industry, YoY Quality baseline – Industry, Trend/YoY, Corp guidelines Media 101, Marketing Team “+”, 3rd party unbiased advisors Measurement & accountability need to be monitored Consider stakeholders : Media owners, Marketing, Procurement
  14. 14. #EMPOWERBL16 High Governance Characteristics History of Auditing Clear Agency Engagement Principles Up to Date Senior Management Support Global Marketer Company has audited in the past and has a positive outlook on the process Contracts include full audit rights and data visibility Savings, max increase in price, Detailed quality and quantity accountability metrics which are reviewed regularly Mandate to invest in accountability Company is more likely to have a global presence Mandate to be accountable, and the tools to achieve it
  15. 15. #EMPOWERBL16 High Governance Approach to Accountability Contract Compliance 3rd Party Verification Periodic Contract Updates These advertisers are leaders, constantly establishing new standards Ensures full transparency; follows the money As needed and as the market changes Making sure that cost & quality benchmarks are being met
  16. 16. #EMPOWERBL16 Working with An Auditor Determining the Way Forward
  17. 17. #EMPOWERBL16 If you seek Savings Active part of advertising/media workflow 1. Usually tied to agency incentives 2. Requires transparency by all players 3. Alignment on methodology 5. Requires an unbiased mediator 6. Automated reporting 7. Multi-year is common and recommended 4. Target adjustment after Year 1 8. Media inflation alignment
  18. 18. #EMPOWERBL16 If you seek Benchmarking Identifies opportunities for improvement 1. Cost & quality of media buys to industry benchmarks and competitors 2. Like-for-like comparisons 3. Turn-key for advertiser 5. Cost and Quality have empirically proven relationship 6. Advertiser’s goal: higher quality at lowest possible cost 7. More strategic than YOY Savings exercises 4. Driven by agency incentive, internal accountability, or both 8. Provides insight on how to improve
  19. 19. #EMPOWERBL16 Where to Start Clear Objectives Kick-off Choose the Right Partner Establish a Baseline & Capture What do you want to achieve by doing an audit? Are you looking for continuous improvement, or pure accountability? Who are the stakeholders? Media Audits Financial Audits Both? Face-to-face scoping meeting Include stakeholders in process Learn about what has value and is actionable in your organization
  20. 20. #EMPOWERBL16 Obligations of a Media Auditor… Confidentiality Transparency Unbiased Knowledgeable Fact-based & data-driven
  21. 21. When extra help is needed… MEDIA DATA ASSURANCE helps across: So, where are you on the accountability spectrum? A new way to establish confidence in your data and your results. #EMPOWERBL16 Media Planning Data Ownership and Control Partner/Supplier Selection and Implementation Measurement of Results Programmatic Trading
  • DebbieFerreraAguiar

    Sep. 26, 2019
  • johnyvo

    Nov. 27, 2016

When it comes to your media agency, an audit is a great way to assess the results and effectiveness of your investment. But how do they work and what are your options? We walk through the pitch guarantee framework, latest trends in media audits, and best practices to help brands ensure you they receive the best value.

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