The document discusses a survey of 29 companies representing $35 billion in global media spend on their views and use of media auditing companies. Key findings include: - Most advertisers see auditors as indispensable partners that are crucial for measuring media value and will remain important in the future. - Digital media is seen as the key area for future development of auditor services. - Auditors are used extensively in Europe but their use is also rising in Asia and North America. However, the portion of digital budgets that auditors can measure remains low and may be declining in some regions. - The document provides some guidelines for advertisers to make the best use of auditors, including ensuring the right to audit

1. Evidence
C
Set objectivesbased onreal businessoutcomes andinvite your auditor
to be part of the
discussion to avoid
agencies buying
mediajust to satisfyaudit results
The MEDIA
INVESTIGATORS
Top 4 ranked on more important
Top 2 ranked on less important
Agree Neutral Disagree
0%
87%
75%
7%
25%
0%
6%
30%
30%
40%
58%
17%
25%
Research across the WFA membership set out to investigate what advertisers think of the media
auditing companies responsible for policing media value and interrogating media agencies, and
to establish what the future has in store for the detectives of the media industry.
These results are based on responses from 29 companies, across 15 different industry sectors.
Total global media spend of all respondents represents approximately $35bn.
Auditing is crucial to
how we measure media
value and our auditor is
an indispensable
business partner.
What do you use your media
auditor for, and where?
Will auditors become more or less important
to you within the next few years?
Auditing in rapid growth
economies is a crucial
way of determining the
level of media value
delivered.
Pooling is a misleading
concept as it detracts
from the absolute price
paid and reach
delivered.
Auditing will become
increasingly irrelevant
to us in the future - it's
just a hygiene factor.
Programmatic buying/
trading desks
Online ad
viewability tracking
Econometric modelling
Measuring media value
in rapid growth markets
Europe
13%
87%
75%
17%
8%
Online paid search
consultancy
General consultation
91%
5%
4%
76%
19%
48%
33%
18%
64%
18%
19%
5%
23%2013
17%2012
APAC
12%2013
5%2012
USA/
Canada
12%2013
25%2012
LATAM
For further information email us on m.green@wfanet.org
or visit our website www.wfanet.org
…or follow us on Twitter @wfamarketers
3%2013
9%2012
Evidence
A
Ensure that
the ‘right to
audit’ is
enshrined in
all contracts
with media
agencies
E
vidence
B
Pay attention to
the % of your
budget auditors
are able to
evaluate, and be
wary of forming
judgements based
on a small sample
EvidenceD
Embrace new digital
evaluation tools such
as ad viewability, but
consider that
• Auditors administer
these systems but
rarely own the
software
• Agencies should have
regular access to this
data to optimise
campaigns
More
Important
Same Less
83%
63%
75%
50%
75%
46%
38%
46%
38%
38%
29%
25%
21%
8%
21%
Complete
performance
evaluation
Media inflation
forecasts
Media agency
guarantee
validation
Financial
auditing
Cost
benchmarking
EuropeUS/Canada
LATAM
ME & Africa
APAC
21%
29%
21%
8%
21%
54%
38%
42%
42%
46%
Under questioning, advertisers confess that auditors are
indispensable partners and set to remain so into the future.
Digital found to be the key area for future
development of auditor services.
Auditors used extensively in Europe. Asian and North
American usage on the rise
But under cross examination, the share of digital budgetsthat auditors are able to measure remains low and appearsto be declining in some key regions.
Some guidelines to follow to make best use of the
media detective work conducted by auditors.