Some common areas for a campaign improvement include:

• Campaign timing
• Media viewability
• Media reach and frequency
• The right mix of media formats
• Managing the data that tracks KPIs

Making complex data make sense

Running an impactful campaign also requires making sense of the complex data that capture a campaign’s performance. Our understanding of digital advertising in all its forms comes from years of experience running digital campaigns. We therefore not only know how to make sense of the data, but can transform complex campaign data into strategic goals.

For most firms, media expenditure is the single most expensive line item in their marketing budget. It is therefore good business practice to make sure that that your buck generates maximum bang. Media performance auditors track whether the media investment performs as promised, and whether it was effective in reaching the right audience, in the right environment. In other words, we do the maths—so you don’t have to.

Not only is Media performance auditing good practice, it also keeps agencies on their toes. This can be a good thing: being upfront about the expectation of an audit clears the air, and our trained media auditors and consultants hold an agency to account. This allows you to focus on building a relationship with your agency that is creative and trusting, as well as incentivise good practices.

Standard practice

Media performance auditing is already standard practice for large brands across the globe, notably in Europe. It is becoming more and more commonplace in the rest of the world, both as brands globalise and as firms in Asia, Africa and the Americas see the benefit of this service.