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 Radio OOH Lift & lobby Video Hoardings Banner Vehicle Advertisement Internet Social Networking Internet Mobile Ads Search Engine Website Banners Chat & Blogs Email Newsletter Sponsorship Links Mobile MMS Advertisement SMS 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
Internet usages is the only growing media
Source *EIAA Mediascope 2007 (UK, FR, DE, IT, ES, BE, NL, ES, SE, NO, DK) Online audience time is steadily increasing
Share 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 AUDITING ADVERTISEMENT HEAVY MONEY HEAVY MONEY HEAVY RISK WANT TO ADVERTISE ? WHICH AGENCY TO TRUST ? IS ADVERTISING AN EXPENDITURE ? OR IT’S A 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 Problem
Advertisers spend Rs 6,000 Crore on buying media through the agencies. RISK !
Media audit helps provide advertisers with an independent assessment and evaluation of their media investments. The 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 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 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”.
General Manager - Media Services
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.
Spatial Access Solutions
First 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."