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ASI 07 - How Auditing Radio campaigns helps Improve Planning and Buying Efficiency

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. building and maintaining pools for radio auditing
. planning and buying radio: most common inefficiencies
. fine tuning radio planning and buying: 5 guidelines

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ASI 07 - How Auditing Radio campaigns helps Improve Planning and Buying Efficiency

  1. 1. How auditing radio campaigns helps improve planning and buying efficiency Paola FurlanettoPaola Furlanetto Managing Director & Founding PartnerManaging Director & Founding Partner A+ Advertising AuditA+ Advertising Audit Copyright A+Copyright A+ Ad AuditAd Audit 20072007
  2. 2. Contents 1. Introduction Media Auditing in a snapshot The Italian Scenario 2. The Importance of building and maintaining Pools for radio auditing. 3. Planning and Buying Radio: Most common Inefficiencies 4. Fine tuning Radio Planning and buying : 5 guidelines 5. Auditing the future: key trend
  3. 3. Media Auditing in a Snapshot
  4. 4. Media Auditing in Brief What is it A systematic, constant control activity of media costs & communication results Goal Assess (the most) relevant part of company communication expenditures Peculiarity Conducted by third party Institutes, having specific know how in the media planning business When it is done ex-post (at the end of FY or every quarter/six months)
  5. 5. Stock Exchange listings require cost item analyses Multinationals need to exercise control/authority over regional offices Factors that have contributed to its development Propensity, typically Anglo-Saxon, to measure1. Cultural 2. Formal 3. Management
  6. 6. Today in Italy Media Auditing is a fast growing market. Key perceived benefits are: 1. Knowledge “ I want to check my own performance supported by an objective, third party institute” 2 Formal Assessment “ I want to be certified for a job done properly” 3. Anticipate the future “ I want to be proactive and anticipate requests that will sooner or later come from procurement / my boss”
  7. 7. Radio Auditing
  8. 8. Radio Auditing as it is Not common Mainly based on cost checks forgetting that, for the same price, radio advertisements of different performance / effectiveness may be bought.
  9. 9. In line with other media, take into consideration: Radio Auditing as we believe it should be Cost and Quality
  10. 10. Company Compared toCompared to Pool’s Average How Auditing Works Pool = All radio campaigns addressed towards the same target Not as expectation but in reality
  11. 11. Methodology The comparison is carried out on the basis of parameters: - frequently used in media planning/buying - consolidated in international auditing methodologies
  12. 12. Qualitative Parameters (Media Planning) 1. Effective Reach Percentage of people -in target- reached a minimum number of times (e.g. 3, 6,) 2. Position in break Percentage of pressure in qualitative positions (e.g. first position in break or stand-alone position) 3. Affinity Concentration of target audience among overall contacts 4. Peak Time Share of advertising pressure developed by the highest audience time bands (time bands definitions varies according to target: late morning HWS, afternoon teens, drive time for adults ..etc)
  13. 13. Cost Parameter (Media Buying) 5. Net CPP Cost of a unit of advertising pressure (Campaign cost/GRP)
  14. 14. Radio: The Italian Scenario
  15. 15. Radio in Numbers BroadcastingBroadcasting More than 1.100 stations 650 of them are represented by an association 218 Monitored by Audiradio, 18 with Nielsen data on advertising campaigns (6am to 12pm). InvestmentsInvestments 5% of Advertising expenditure Very much influenced by TV overbooking SurveySurvey Audiradio: Consistent, reliable
  16. 16. Audiradio Survey in Brief
  17. 17. 2 Issues
  18. 18. “Frequency confusion” Stations broadcast on more than one frequency and change frequencies according to the area. -> Same frequency, many broadcasters.
  19. 19. “Lack of transparency” An official Census of Broadcasters and Frequencies does not exist
  20. 20. Feasibility National and Local Auditing National stations Syndications/Commercial packages Local stations CNR: N.1 station monitored (Gamma Radio MI) Nr.1 station (Lattemiele) included in CNR, thus not monitored B) Commercial Position Inside the Break D) Effective Reach E) Share of Pressure (GRP) in peak time # Stations with all info (a,b,c,d,e) #13 stations: RAI1,2,3 - RTL -105 -RDS - RISMI-DJ -RMC-KK-101- CAPITAL -24 - m2o Not available (round table with Nielsen / Sales House professionals would be suitable) LatteMIele, Gamma station, RItalia anni 60 MI. Others: Commercial emission monitoring needed Available for all the stations surveyed by Audiradio Available for all the stations surveyed by Audiradio Source: Nielsen (Adex Survey) A) Commercial Emission Monitoring Nr.15 stations: RAI1,2,3 - RTL -105 -RDS - RISMI-DJ -RMC-KK-101-CAPITAL- 24-PLAY-m2o (RISMI/KK included in Italia5, KK included in Radio5, thus not "tracked" by Nielsen) Italia 5: Nr.1 station monitored (station Italia Anni 60 MI) Available for all the stations monitored by Nielsen Source: Audiradio C) GRP (Pressure) on target Nr. 13 stations: (no Play station, no Italia 5) CNR: all (38 + 2 multireg:LatteMilele e Cuore) Italia 5: Rismi and KK (national), all the local stations: Subasio, Zeta, KK, Company, Bruno, Norba +multireg RItalia anni 60
  21. 21. 2. Building and maintaining a balanced cost and quality pool
  22. 22. Company Compared toCompared to Pool’s Average How Auditing Works Pool = All campaigns on air addressed to the same target Not as expectation but in reality
  23. 23. Building Pools: 3 phases 1. Interviews Market Professionals 2. Software Run and Mechanic attribution 3. Manual check
  24. 24. Building Pools: Phase 1) Interviews ObjectiveObjective Define key radio planning targets Estimate their share on overall radio expenditures InterviewsInterviews To media agencies, sales houses , software houses ResultsResults 6 Broad Targets
  25. 25. ObjectiveObjective Set up 6 target pools. Attribute flights to their proper target ProcessProcess 1. Establish Average Radio Affinity Index per target 2. Define thresholds for “Adults” attribution 3. Attributes remaining flights to their pool ResultsResults Pool entity to be fine tuned. Building Pools: Phase 2) Mechanics
  26. 26. Building Pools: Phase 3) Manual Check ObjectiveObjective Overall Consistency (coherence between phase 1 and 2) ProcessProcess 1. Manual Check of 5.524 flights (in 2006), if doubts arise -> either the evaluation committee agreed on the attribution -> or they were rejected (less than 0,6% of total radio flights). 2. In order to attribute a correct number of flights to Adult +18 pool - which is a quite common target (interviews point out 20-25%)- the affinity threshold shifted from 103 to 115 3. In case of 2 different target options available flights were attributes to their elective target (e.g detergent to HW, make up to women etc.) ResultsResults Procedure in line with both experts expectations and methodology requirements
  27. 27. Pools Aged Share Flight Share GRP (+11yo) Adults +18 23% 42% Young and Young Adults 11-34 28% 26% Housewives +18 11% 12% Men all 4% 5% Women all 12% 7% Entrepreneurs, Managers etc All 23% 9% Base Total 5.524 Total 656.176 2006 Pools
  28. 28. Trend 06 vs 05 (comparable data) Pools 2005 2006 Trend Adults +11yo Flight Grp Adults+11 Grp TG 21% 41% 20% 39% - Young & Young Adults Flight Grp Adults+11 Grp TG 28% 28% 37% 30% 30% 39% + Housewives Flight Grp Adults+11 Grp TG 16% 14% 17% 12% 13% 16% - Men Flight Grp Ind Grp TG 4% 6% 4% 5% = Women Flight Grp Ind Grp TG 10% 5% 6% 11% 5% 7% + Entrepreneurs Managers etc. Flight Grp Ind Grp TG 21% 7% 10% 23% 7% 11% +
  29. 29. Why are Pools so important? They compare similar realitiescompare similar realities (target A flight is compared with all campaigns aimed at target A) They provide info on what has been feasible, on averageprovide info on what has been feasible, on average. -> feasibility (instead of media potential, real market feasibility) -> average (we’re not talking about best in class, in brief you don’t need extra skill to do it)
  30. 30. Market analysis with and w/o a pool
  31. 31. N et w eighted C PG - flights 20-900 grp's - target 11-34 0 2 0 0 4 0 0 6 0 0 8 0 0 1.0 0 0 1.2 0 0 1.4 0 0 1.6 0 0 1.8 0 0 2 .0 0 0 0 10 0 2 0 0 3 0 0 4 0 0 5 0 0 6 0 0 7 0 0 8 0 0 9 0 0 G rps CpG How auditing improves buying: comparing CPP Sources Audiradio, Nielsen AdEx Software: Soglie Media Soft ad hoc release for A+ For confidentiality reasons the exemple on discount Is based on Nielsen net data (estimate) and do not take into consideration A+ info on real market price. All FlightsAll Flights (20(20--900grps)900grps) 3.5113.511 Average Cpp 515,8 Average Cpp 515,8
  32. 32. N et w eig h ted C p g - flig h ts 2 0 -9 0 0 g rp 's - P O O L 1 1 -3 4 0 2 0 0 4 0 0 6 0 0 8 0 0 1 .0 0 0 1 .2 0 0 1 .4 0 0 1 .6 0 0 1 .8 0 0 2 .0 0 0 0 1 0 0 2 0 0 3 0 0 4 0 0 5 0 0 6 0 0 7 0 0 8 0 0 9 0 0 G rp s C p g N et w eighted C PG - flights 20-900 grp's - target 11-34 0 2 0 0 4 0 0 6 0 0 8 0 0 1.0 0 0 1.2 0 0 1.4 0 0 1.6 0 0 1.8 0 0 2 .0 0 0 0 10 0 2 0 0 3 0 0 4 0 0 5 0 0 6 0 0 7 0 0 8 0 0 9 0 0 G rps CpG How auditing improves buying: comparing CPP Average Cpp 515,8 Average Cpp 515,8 Average Cpp 387,8 Average Cpp 387,8 Sources Audiradio, Nielsen AdEx Software: Soglie Media Soft ad hoc release for A+ For confidentiality reasons the exemple on discount Is based on Nielsen net data (estimate) and do not take into consideration A+ info on real market price. All Flights: 3.511All Flights: 3.511 Pool 11-34yo Flights: 1.253Pool 11Pool 11--34yo Flights: 1.25334yo Flights: 1.253 CPP are index. A+ pool costs kept confidential
  33. 33. Affinity Index on Target 11-34 yo N et w eig h ted C p g - flig h ts> 2 0 g rp 's - Ta rg et 1 1 -3 4 0 2 0 0 4 0 0 6 0 0 8 0 0 1 .0 0 0 1 .2 0 0 1 .4 0 0 1 .6 0 0 1 .8 0 0 2 .0 0 0 2 .2 0 0 2 .4 0 0 2 .6 0 0 2 .8 0 0 3 .0 0 0 3 .2 0 0 3 .4 0 0 3 .6 0 0 3 .8 0 0 4 .0 0 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 0 1 0 0 1 1 0 1 2 0 1 3 0 1 4 0 1 5 0 1 6 0 1 7 0 1 8 0 1 9 0 2 0 0 2 1 0 2 2 0 2 3 0 A ffinity C pg Net w eighted Cpg - flights>20 grp's - PO O L 11-34 0 200 400 600 800 1.000 1.200 1.400 1.600 1.800 2.000 2.200 2.400 2.600 2.800 3.000 3.200 3.400 3.600 3.800 4.000 120 130 140 150 160 170 180 190 200 210 220 230 Affinity Cpg All Flights: 3.511All Flights: 3.511 Pool 11-34yo Flights: 1.253Pool 11Pool 11--34yo Flights: 1.25334yo Flights: 1.253 3030 220220 140140 220220 Sources Audiradio, Nielsen AdEx Software: Soglie Media Soft ad hoc release for A+ For confidentiality reasons the exemple on discount Is based on Nielsen net data (estimate) and do not take into consideration A+ info on real market price. 800800 200200 4.0004.000 200200 Affinity CPP
  34. 34. How many GRPs do we need to get 60% Reach 3+? Target and Pool: Adults +11 Target and Pool: 11-34 yo
  35. 35. How many GRPs do we need to get 60% Reach 3+? Reach 3+ - flights>20 grp's - POOL 11-34 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 Grp's Reach +3 Reach 3+ - flights>20 grp's - Target Individuals +11 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 Grp's Reach 3+ Target and Pool: Adults +11 Target and Pool: 11-34yo 60% 60% Adults 700-800 grp to get 60% reach 3+ Adults 700-800 grp to get 60% reach 3+ 11-34 yo 500-600 grp to get 60% reach 3+ 11-34 yo 500-600 grp to get 60% reach 3+ Target and Pool: 11-34 yo
  36. 36. Highlights on 2006 Radio Planning
  37. 37. Pools and KPIs I Pool % First positiond & stand alone % prime time DT 7-9 N° stations per 40-60% reach 3ots Adults +18 Grp Ind Grp TG 20%- 3% 21% Min 7 Average 12 Young Young Adults Grp Ind Grp TG 15%- 2% 12% 11% Min 2 Average 6 HW Grp Ind Grp TG 23%- 3% 27% 29% Min 9 Average 12 Men Grp Ind Grp TG 22% - 4% 21% Min 6 Average 11 women Grp Ind Grp TG 14% -3 % 14% Min 11 Average 14 Entrepreneurs, Managers etc Grp Ind Grp TG 18% - 2% 29% 30% Min 8 Average 5 1. Top positions are mainly used by HW or Male1.1. Top positions are mainly used by HW or MaleTop positions are mainly used by HW or Male
  38. 38. I Pool % First positiond & stand alone % prime time DT 7-9 N° stations per 40-60% reach 3ots Adults +18 Grp Ind Grp TG 20%- 3% 21% Min 7 Average 12 Young Young Adults Grp Ind Grp TG 15%- 2% 12% 11% Min 2 Average 6 HW Grp Ind Grp TG 23%- 3% 27% 29% Min 9 Average 12 Men Grp Ind Grp TG 22% - 4% 21% Min 6 Average 11 women Grp Ind Grp TG 14% -3 % 14% Min 11 Average 14 Entrepreneurs, Managers etc Grp Ind Grp TG 18% - 2% 29% 30% Min 8 Average 5 Pools and KPIs 2. Campaigns targeted to Males have also the highest percentage of stand-alone positions 2. Campaigns targeted to Males2. Campaigns targeted to Males have also the highest percentagehave also the highest percentage of standof stand--alone positionsalone positions
  39. 39. I Pool % First positiond & stand alone % prime time DT 7-9 N° stations per 40-60% reach 3ots Adults +18 Grp Ind Grp TG 20%- 3% 21% Min 7 Average 12 Young Young Adults Grp Ind Grp TG 15%- 2% 12% 11% Min 2 Average 6 HW Grp Ind Grp TG 23%- 3% 27% 29% Min 9 Average 12 Men Grp Ind Grp TG 22% - 4% 21% Min 6 Average 11 women Grp Ind Grp TG 14% -3 % 14% Min 11 Average 14 Entrepreneurs, Managers etc Grp Ind Grp TG 18% - 2% 29% 30% Min 8 Average 5 Pools and KPIs3. To reach 50%+ of the target at least 3 times, we need An average of … - 5/6 stations for Young and Entrepreneurs targets 3. To reach 50%+ of the target at least 3 times, we need3. To reach 50%+ of the target at least 3 times, we need An average ofAn average of …… -- 5/6 stations for Young and Entrepreneurs targets5/6 stations for Young and Entrepreneurs targets
  40. 40. I Pool % prime posizioni e singole % prime time DT 7-9 N° emittenti per 40-60% reach 3-5 ots Adults +18 Grp Ind Grp TG 20%- 3% 21% Min 7 Media 12 Young Young Adults Grp Ind Grp TG 15%- 2% 12% 11% Min 2 Media 6 HW Grp Ind Grp TG 23%- 3% 27% 29% Min 9 Media 12 Men Grp Ind Grp TG 22% - 4% 21% Min 6 Media 11 women Grp Ind Grp TG 14% -3 % 14% Min 11 Media 14 Entrepreneurs, Managers etc Grp Ind Grp TG 18% - 2% 29% 30% Min 8 Media 5 Pools and KPIs3. To reach 50%+ of the target at least 3 times, we need An average of … - 5/6 stations for Young and Entrepreneurs targets - 14 stations for the Women target 3. To reach 50%+ of the target at least 3 times, we need3. To reach 50%+ of the target at least 3 times, we need An average ofAn average of …… -- 5/6 stations for Young and Entrepreneurs targets5/6 stations for Young and Entrepreneurs targets -- 14 stations for the Women target14 stations for the Women target
  41. 41. IntroductionMost common Inefficiencies in Radio Planning and Buying
  42. 42. 1. No check on commercials FactFact There is rarely a check on commercials’ broadcasting (# of aired commercials, scheduling ) ConsequencesConsequences Un-successful campaigns improperly attributed to radio inefficiency while due to partially aired commercials VarianceVariance +/- 50% in number of grp
  43. 43. 2. Missing Post Analysis FactFact Post analysis hardly conducted. ConsequencesConsequences GRP may change consistently according to station listening evolution. VarianceVariance +/- 25% in number of grp
  44. 44. Post Analysis Top 20 flights 1 sem 07 Audience variance vs 1 sem 0 (comparable data)* Campaign Advertiser begin of flight end of flight Nr. Spots Nr. Radios Grp's Audiradio 1 H 07 Grp's Audiradio 1 H 06 Delta 1 DMC GIORNO E NOTTE PRO. PROD.D. DMC SA ROVERETA F.RSM 20070208 20070630 1372 3 2.365,4 2.154,9 9,8% 2 BLOCKBUSTER PRO. NOLEGG.VCR BLOCKBUSTER ITALIA MILANO 20070108 20070630 5639 14 2.348,8 2.052,6 14,4% 3 ZERO F PROD. ANTIFUMO FUTURA SHOP SRL PADOVA 20070119 20070615 589 1 1.775,8 1.506,4 17,9% 4 EXPERT ELETTR. ANNIV. GA NON AL. EXPERT ITALY SPA MILANO 20070503 20070526 3039 13 1.622,8 1.466,0 10,7% 5 DURACELL CO. PILE GILLETTE DIV.DURACELL MILANO 20070520 20070630 1830 12 1.559,9 1.432,5 8,9% 6 EXPERT ELETTR. PRO. GA NON ALIM. EXPERT ITALY SPA MILANO 20070608 20070623 2693 13 1.426,7 1.288,3 10,7% 7 EXPERT ELETTR. PRO. GA NON ALIM. EXPERT ITALY SPA MILANO 20070108 20070128 2348 11 1.371,3 1.247,3 9,9% 8 GILLETTE FUSION RASOI GILLETTE GROUP IT.SPA MILANO 20070124 20070325 1304 9 1.227,4 1.165,1 5,3% 9 ALFA 147+GT PRO. FIAT DIV.ALFA TORINO 20070408 20070514 2118 8 1.192,7 1.085,2 9,9% 10 GILLETTE FUSION CO.RASOI GILLETTE GROUP IT.SPA MILANO 20070422 20070630 1452 10 1.179,1 1.070,4 10,2% 11 CALIFORNIA 3 PROD.DIMAGR. FUTURA SHOP SRL PADOVA 20070209 20070629 389 1 1.176,2 956,4 23,0% 12 FIAT PRO. FIAT DIV.FIAT AUTO TORINO 20070107 20070120 1466 16 1.175,5 1.089,9 7,9% 13 DISCOTECHE RADIO COMM. DISCOTECHE RADIO COMM. 20070101 20070630 1610 3 1.149,5 1.077,6 6,7% 14 EXPERT ELETTR. PRO. GA NON ALIM. EXPERT ITALY SPA MILANO 20070316 20070331 2188 11 1.138,8 1.023,7 11,2% 15 EXPERT ELETTR. PRO. GA NON ALIM. EXPERT ITALY SPA MILANO 20070216 20070303 2086 11 1.136,3 1.035,7 9,7% 16 AGIP YOU & AGIP PRO. CARTE FED. ENI ROMA 20070311 20070405 2260 16 1.090,8 988,0 10,4% 17 EURIZON VITA PROG.PENS.BIS EURIZON VITA SPA TORINO 20070606 20070626 1338 9 988,4 892,3 10,8% 18 CARREFOUR ANNIV. ALTRI IPER SSC SOC.SVIL.COMM.SRL MILANO 20070423 20070523 1649 13 967,4 863,0 12,1% 19 LEGGO QUOT. ED.LEGGO SPA ROMA 20070324 20070610 1718 4 909,7 801,6 13,5% 20 FIAT PRO. FIAT DIV.FIAT AUTO TORINO 20070218 20070303 1448 16 886,0 822,4 7,7% 2. Missing Post Analysis *escluding italia 5 and M20 data in 2007 0707 vsvs 0606
  45. 45. 3. Cost per Commercial instead of CPP based on GRP FactFact Radio deals based on cost per commercial Consequences:Consequences: Qualitative Planning not feasible Overall campaign performance may be at risk Radio cost efficiency is damaged VarianceVariance Contacting the right target may cost 3 times more
  46. 46. 3. Cost per Spot instead of CPP based on GRP
  47. 47. 4. # planned stations per flight FactFact Even robust campaigns (based on at least 10 stations) plan single flights only on 1-3 stations in order to: - increase flight impact - overcome attention threshold ConsequencesConsequences High Impact and responsiveness on small entity sub-target No evidence of radio effectiveness in tracking studies Overall target reach at risk
  48. 48. Radio Audit 2005: Car Company Overall Campaign Results - - - Average + + + CGRP Reach Peak Time H06-09 + H18-21 Position* Qualitative idx To be defined -22%-22% -1%-1% +18%+18% +8%+8% Based on 14 Nielsen stations - * first o stand alone positions Pool : Adullts +18 yo – GRP: Adults +18.
  49. 49. - - - Average + + + Reach Peak Time H06-09 + H18-21 Position Qualitative idx To be defined -17%-17% +18%+18% +13%+13% Based on 14 Nielsen stations - * first o stand alone positions Pool : Adullts +18 yo – GRP: Adults +18. Radio Audit 2005: Car Company Flight # 1 Results
  50. 50. - - - Average + + + Reach Peak Time H06-09 + H18-21 Position Qualitative idx To be defined +19%+19% +25%+25% -20%-20% Based on 14 Nielsen stations - * first o stand alone positions Pool : Adullts +18 yo – GRP: Adults +18. Radio Audit 2005: Car Company Flight # 2 Results
  51. 51. - - - Average + + + Reach Peak Time H06-09 + H18-21 Position Qualitative idx To be defined +2%+2% +26%+26% -1%-1% Based on 14 Nielsen stations - * first o stand alone positions Pool : Adullts +18 yo – GRP: Adults +18. Radio Audit 2005: Car Company Flight # 3 Results
  52. 52. 5. Effective reach should be implemented FactFact Reach is often 1+, or 3+. No focused objectives for launch / maintenance campaigns Consequences:Consequences: - diminished effectiveness - overspending
  53. 53. 5 Guide5 Guide--LinesLines To FineTo Fine--Tune Radio PlanningTune Radio Planning
  54. 54. 5 Recommendations 1. Always check actual communication results1. Always check actual communication results (post analysis), in order to maintain the requested effectiveness 2. Be prepared to pay a little extra money to get random checks onget random checks on commercial airingcommercial airing. Spending time in efficient planning may be useless if commercials are not transmitted. Benefits are higher than cost 3. Never accept cost per commercialNever accept cost per commercial. Audience, if not available, should be at least estimated 4. To ensure proper support to company goal, evaluate communications results for each planned flight.evaluate communications results for each planned flight. If concentration in few stations still considered suitable, cut by age or geographical areas and then test results with over-sampled tracking studies 5. Effective reachEffective reach is an important asset that makes the difference between radio campaigns and other media: enhance the radio power by making customizedmaking customized reach goals per flightreach goals per flight (e.g.: launch or maintenance, TOM et). Try to work on corridors in order to optimize expenditure.
  55. 55. ..and 3 considerations Media Auditing take a picture of the reality as it is, in radio planning and buying we have detected: 1. Consistent discrepancy between knowing and doing: strong radio expertise in media agencies not always mirrored in media plans -> better, easier procedure to be established -> media planner to be properly instructed 2. Deals often focused on apparent savings: both : - checking commercial airing - basic attention to effectiveness would improve radio campaign results and get performance higher than expected. Media Auditors may help Media Auditors may help Broadcaster & Agencies to be committed Broadcaster & Agencies to be committed
  56. 56. ..and 3 considerations 3. Media Pitches are setting benchmarks for media planning and buying The more auditors and advertisers will include radio in - pitch exercises and - cost& quality guarantees The higher will be radio advertising effectiveness future The more auditors and advertisers will include radio in - pitch exercises and - cost& qualityquality guarantees The higher will be radio advertising effectiveness future … and differences between Knowing and Doing fade away!… and differences between Knowing and Doing fade away!
  57. 57. Contents Introduction Media Auditing in a snapshot The Italian Scenario The Importance of building and maintaining Pools for radio auditing. Planning and Buying Radio: Most common Inefficiencies 5 guidelines -- Auditing the future: key trend
  58. 58. Future Scenarios Advertisers are moving towards . Total advertising expenditure control/audit . Consistent and measurable Innovation Advertisers are moving towards . Total advertising expenditure control/audit . Consistent and measurable Innovation Media Auditors should step into: . Audited Engagement (from auditing traditional advertising to auditing all kinds of advertising) Media Auditors should step into: . Audited Engagement (from auditing traditional advertising to auditing all kinds of advertising)

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