BrandLabs Media Value Session 1 | Driving Media Agency Accountability and Results
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This document contains an agenda and presentation materials for a session on driving media agency accountability and results. The presentation covers the history of accountability in media including the rise of audits. It identifies different levels of governance around accountability from low to high. It also discusses working with a media auditor, including determining objectives and choosing the right partner. The presentation provides guidance on establishing a baseline and selecting between audits focused on savings versus benchmarking.
![#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]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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BrandLabs Media Value Session 1 | Driving Media Agency Accountability and Results
- 2. #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]
- 3. Driving Media Agency Accountability and Results
- 4. #EMPOWERBL16 DIRECTOR, CLIENT SERVICES VICTORIA POTTER Presenters MANAGING DIRECTOR, MEDIA VALUE MARGARET LEWIS
- 5. #EMPOWERBL16 This session will cover… History of Accountability in Media Working with a Media Auditor3 1 Identifying Yourself on the Accountability Spectrum2
- 6. #EMPOWERBL16 History of Accountability in Media Brief History on the rise of the Audit
- 7. #EMPOWERBL16 History of the Audit 2008 2012 2015 Procurement Marketing Marketing + Procurement
- 8. 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
- 9. #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
- 10. #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
- 11. #EMPOWERBL16 The Accountability Spectrum Characteristics and Approaches Across the Spectrum
- 12. #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
- 13. #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
- 14. #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
- 15. #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
- 16. #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
- 17. #EMPOWERBL16 Working with An Auditor Determining the Way Forward
- 18. #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
- 19. #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
- 20. #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
- 21. #EMPOWERBL16 Obligations of a Media Auditor… Confidentiality Transparency Unbiased Knowledgeable Fact-based & data-driven
- 22. 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
Notes de l'éditeur
- (recently…2008 crash, swing to procurement…2012 back to marketing…2015 marketing + procurement) Insert timeline illustrating the need for savings, rise of procurement department, backlash as savings was emphasized ahead of quality, marketing+procurement working closer together http://adage.com/article/cmo-strategy/marketers-procurement-learn-love/293011/ https://www.marketingweek.com/2015/12/01/is-there-still-a-role-for-marketing-procurement/
- Internal Agency Trend: Agency Accountability Teams Obligations of auditor Confidentiality Transparency Unbiased
- Review/update your contract terms Audit rights Visibility to 3rd parties (1 or 2 other things from ANA reco) Establish a baseline of cost and quality Cost Industry YOY Quality Industry/competition Trend/YOY Corporate guidelines/restrictions (if you don’t have, need to be estlabished) Training/Education Put an ongoing system in place for measurement and accountability Thoroughly consider stakeholders Media owners, Marketing owners, Procurement owners
- History of auditing Up to date contract with full audit rights and data visibility xxx Clear agency engagement principles which may include Savings Max increase in price Detailed qual and quant accountability metrics which are reviewed frequently, e.g. quarterly Senior management mandate to invest in accountability More likely to be a large global marketer
- Contract compliance reviews to ensure transparency Periodic contract updates, as needed/as the market changes 3rd party verification that cost & quality benchmarks are being met
- Savings is inward. Benchmarking is outward facing – you vs outside your bubble. What is the marketplace doing that you’re not. You question your approach, not just report savings.
- Have clear objectives. What do you want to achieve by doing an audit? Are you looking for continuous improvement, or pure accountability? Who are the stakeholders? Choose the right partner Media audits + financial audits? Kick off – face to face scoping meeting Include all stakeholders in process Establishing a baseline & capture learning about what has value and is actionable in your organization