Doesn’t our media agency do this for us already?
When working with a media agency variation exists as they manage their business by brokering deals on volume of spend through accessing high performance spots and positioning. However they also have to take poorer quality inventory to balance out the deals. This puts our clients in a stronger position as they already know what they should be achieving versus the market. Therefore any extra delivery through negotiation tends to go to the 23 Media Audits clients as they already have targets in place and the agency are contracted to meet these guarantees.
Why is media auditing necessary?
Media prices are constantly moving and the variation between what media owners charge for space can be substantial. One advertiser may pay £750 for a page and another £2,500 for exactly the same page. Our media audit identifies where the average is and how you can get the best deals available.
Surely we already get the best deals available?
The first stage of our auditing process is to carry out an ad check of your advertising performance. This will give you an indication of where you are tracking in the market. Although sometimes cynical at the outset, clients who have seen the results of being audited by our metrics often continue to use us to make sure they are constantly improving year on year. Clients who are not audited rely on what they are being told by their agency and only have historical knowledge to monitor performance.
Will this affect the good relationship we have with our agency?
We don’t cause any conflict with your media agency. In fact we pride ourselves on forming an inclusive relationship with both client and agency to achieve the best results possible. Most agencies are well versed in the process of being audited and if, for example, we audited your media spend and found that you were more expensive than the average, the agency would look to improve the pricing next time. Our audits take a wide number of factors into consideration such as advance booking, negotiation skills and market conditions to provide you with a fair and accurate picture of agency performance. We would also help you set targets for future campaigns that the agency would be contractually bound to achieve.
What type of savings can we look to achieve?
On average we look to make a 10-25% saving on your media.
What if we are already outperforming the market?
Our audit results give advertisers peace of mind that their agency or in house team are performing effectively. In our experience clients who are tracking above the market still have a strong desire for improvement and our tailored metrics not only keep them abreast of the market averages, but also ensure that realistic gains continue while they are using 23 Media Audits. We will always help advertisers to keep raising the benchmark and show improvement year on year.