According to a report by the Association of National Advertisers (ANA)*, marketers are increasingly turning towards third-party auditors to bolster agency transparency and efficiency. Media auditing has long been a cornerstone of the marketing landscape, serving as a critical tool for advertisers to ensure their media spends are effectively utilized and transparently accounted for.

While the concept is not new, recent investigative reports have again unearthed growing controversial practices like media arbitrage and rebates, which have pushed marketers to re-emphasize the importance of media performance auditing. These practices have raised concerns amongst advertisers, leading to initiatives to better understand the cost efficiency of media and how these buys contribute to advertiser goals.

Consequently, marketers now view rigorous media audits not just as a standard procedure, but as a necessary measure to reclaim control over their advertising investments and ensure greater accountability for their significant media investments. Media audits have become more crucial than ever in maintaining integrity and performance in the complex world of media buying.

What you can expect when adding a media auditor to empower your marketing and procurement team:

Maximized Media Spend: An independent auditor ensures maximum transparency, helping clients verify that media dollars are effectively spent on reaching the right audiences.

Unbiased Insights: Independent auditors offer objective assessments, providing clients with reliable data to make informed decisions and optimize media strategies.

Benchmarking: Live audits compare agency performance with historical and market benchmarks, delivering a comprehensive evaluation that addresses both cost and quality.

KPI Adherence: Auditors help advertisers assess whether agencies are meeting agreed-upon KPIs and delivering agreed media price improvements.

Comprehensive Evaluation: Beyond financial aspects, audits also evaluate the quality and effectiveness of media delivery, providing a deeper understanding of agency performance.

Identifying Inefficiencies: Audits identify inefficiencies, unjustified costs and deviations from agreed-upon strategies, allowing for more precise management of media investments.

Improved ROI Tracking: Audits enable clients to track their return on investment (ROI) more accurately, implement adjustments where necessary and drive significantly better performance outcomes.

Building Trust: Your media agency is one of the most important partners to achieve strong campaigns and win in the market. Regular audits foster accountability and trust between clients and agencies, focussing on what truly matters. 

Stronger Relationships: This process leads to a more transparent, efficient, and collaborative client-agency relationship, setting the stage for trustful collaboration and long-term success.

Business Impact: A well-executed audit influences areas like digital fraud prevention, procurement strategies, and even consumer trust, expanding the value beyond just media investment.

Media performance auditing is more than just a validation exercise; it is an essential tool for forging stronger, more transparent, and accountable media agency relationships. In a landscape marred by complexity and opacity, third-party audits act as a beacon of trust and effectiveness. As the industry evolves, so too must your strategies for maintaining an optimal agency partnership through rigorous and transparent auditing practices.

Contact us to find out more of how you can increase your media value through auditing.

value@ecimm.com

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