As a leading UK media auditing company, we thought we should respond to this article.
Firstly, we 100% agree that online auditing is dead when looking at cost only.
Price paid is just one aspect of media performance and on its own should not be the only metric for analysing business performance. Price does not take into account the creative and strategic advice many media agencies provide that goes beyond the buying metrics.
Ensuring your media is working necessitates so much more than just a price performance, it requires an understanding of the initial briefing process, an identification of your business KPI’s and how can we get the right quality and cost parameters in place to monitor this performance.
So yes, online auditing is dead if you are looking purely at price but online auditing is definitely alive and kicking for brands wanting to better understand how to measure their digital presence across price and quality and how this forms part of the overall media mix and customer journey.
At 23 Media Audits we agree that digital efficiency levels cannot be audited purely on price due to the complexities of the media. The current auditing landscape is dominated by a small number of providers, which sometimes makes it difficult for alternative voices to be heard even if they have some of the answers.
Take ourselves (23 Media Audits) for instance, we have been working with medium and large challenger brands in the UK for a number of years and have been so successful that our UK digital audits have been rolled out to our clients’ European regions.
The whole process is making digital efficiency savings of +100% by utilising best practise principles taken from the initial market in the UK.
The two frustrations we constantly hear from prospective clients are ‘I can’t track my digital performance’ and ‘we have numerous metrics buts it’s either self-regulated or presented independently from the overall media process.’
At 23 Media Audits we have developed not only a fully comprehensive digital audit but also a customer journey audit across each media covering TV, BVOD, press, radio, OOH, cinema, social, programmatic, video and podcast advertising.
Our key principals for carrying out a digital audit are:
Brands need to keep working on their digital presence and look to improve on inefficient benchmarking processes that are a source of frustration for advertisers and agencies alike.