media audit & performance...
TRANSCRIPT
Media Audit &
Performance EvaluationJASB Profile 2018
Agenda
About Us
The first and only Independent Media Audit Company in Pakistan.
1
What is Media Audit?
Our Methodology
Case Studies
Improving media performance through actionable accountability.
Indexing each media variable with a monitory value to judge G/L.
Real life examples of KPIs and their effects on Media Performance.
2
3
4
WelcomeTo JASB
So, What can we do?
• At JASB, media audit consists of Data Acquisition, Quality Control and Media Analytics. Each step of
the Audit is designed to evaluate whether the client is getting full return on their media investment.
• We can assess 100% of a client’s media buys with transparent and actionable Feedback.
• We can work across a multi-agency or multi-brand media buying paradigm with ease, providing all
clients with consistent reporting against multiple Key Performance Indicators (KPIs) covering the needs
of Media, Marketing, Finance and Internal Audits.
JIBRAN HASSAN ARIF JHUMRA PHILIPP OSMAN
FCA Media Expert International Lead DIGITAL EXPERT
Has conducted Media Audit
of Rs. 3bn + Media Spend
Has conducted Media Audit
of Rs. 3bn + Media SpendWorking as an International
Consultant.Working as a Technical &
Digital Expert.
Our TeamExperienced people with over 20 years in their relevant fields
Our PartnershipsInternational audit firms & consultancies for whom & on whose behalf JASB has conducted
& conducts media auditing work in Pakistan.
Our ClientsTELE - COMMUNICATION | FMCG FOODS | BEVERAGES
The importance of
the data of our
clients we acquire
during Evaluation &
Confidentiality Agreement
restrict us to divulge
names of our clients which
we believe is in best
interest of all parties
involved
Our Strength
FIRST COMPANYPioneers in Pakistan
Initiated the concept of
Media Audit in Pakistan
and affiliated with major
international networks
PROFESSIONAL TEAMExperts in Class
Our team has more than 60
years of cumulative experience
in the field of media planning,
buying, selling & audit.
TRULY INDEPENDENTStand Alone
We are not connected to or
partners with any Advertising
agency, MBH or Research House.
DETAIL ORIENTEDMeticulous
We are very clear in understanding
the application of audit principles to
Media variables.
MARKET EXPERIENCELocal Experience
We have the relevant local
experience in the Media Market to
understand it’s volatility
Our
Services
MEDIA AUDIT CONSULTING &
TRAININGPITCH EVALUATION
Media Audit for
improving performance
Media Audit for
improving performance
Media Audit for
improving performance
The auditor wants things to improve –
help him to achieve that, in a
collaborative way.
From media understanding of jargons
and principles to actual planning and
performance controls.
From releasing an RFP to suggested
ranking of MBHs on client specified
KPIs.
MEDIA AUDIT
Understanding Of
What is Media Audit?Media auditing or Media risk management is the practice of checking the media that a client has bought
Standards
Performance benchmarking
methodology imposes standards,
encourages improvement
Controls
The ability to collect and
summarize performance data
from Different angles.
Delivering Terms
Controlling Targeting
LearningSharing of “Best Practices” in strategy
and planning and setting KPIs for
accountability.
Leverage
The ability to trouble shoot and offer
actionable feedback for performance
enhancement.
WHY MEDIA AUDIT?
HALF THE MONEY I SPEND ON ADVERTISING
IS WASTED; THE TROUBLE IS,
I DON’T KNOW
WHICH HALF!
John Wanamaker
SO, WHY MEDIA AUDIT?Two major reasons
Largest Purchase in Marketing
Media is typically the single largest line-item in the
marketing budget. Further, it is considered an
investment whose outcome is NOT usually
measured in accountable terms.
It can be improved through Audit
because they can be cost-controlled by identifying
weaknesses resulting in substantial savings in real
monetary terms and tweaked to be efficient and
effective via a media audit, it is simply good
business practice
01
02
COST SAVINGSThrough media audit in our experience…now we know which half got wasted
01 02
03 04
54%
3% 35%
15% 1%
01
02
03
04
Media Invoice verification and monitoring of
cost and drop pages
Performance and risk management through
evaluation of media placements and cost index
Setting of standards and benchmarking
against industry. Revisiting KPIs
Fee and compensations including discounts
and bulk rebates
MEDIA AUDITOR
Selecting Of
What should you look for in an AUDITOR?
• Guideline for selecting a MEDIA AUDITOR:
Truly Independent
Deep subject matter expertise in
Marketing & Media
Global Scale Local Expertise
Proven Methodologies, size
& scope
QUOTE
YOU SHOULD NEVER LET YOUR FEARS
PREVENT YOU FROM DOING WHAT
YOU KNOW IS RIGHT!
Pakistan Media Landscape
Total Advertising Spend PKR 76 (billion)
In 2015-16
OOH
POP Radio
Digital
TV
18.23%
8.9-12%
4.5% 2.8-4%
4.6-6%
38.60%
UPTO Rs. 6 bn +
TV EXPENDITURE BY
TOP ADVERTISER
215+ COMPANIES SPENT
Rs. 20 mn OR ABOVE ON
TV
Rs. 1.9bn AVERAGE TV
EXPENDITURE BY TOP
10 ADVERTISERS
METHODOLOGY
For Media Audit
Our Approach
JASB SCAN
JASB
INVESTIGATION
JASB
ANALYSIS
JASB Revelation&
Suggestions
Our MethodologyThe crucial balance - Quality and Cost
Timely
targeting
of
consumers
at effective
media
weights
Negotiation
with
media owners
and placement
optimization
by
agency.
Campaign
QUALITY
Campaign
C O S T
Quality Index
TV
Methodology
- Quality
KPI
Control
Targeting
Coverage
Are you delivering to
planned?
Is your specified Target
audience being reached?
Are you delivering
efficiently to your target
audience?
What does it mean?
Overall & Weekly delivery
Variance by age bracket
Reach Achieved at 1+ and
Effective Frequency levels
Weighting
10%
30%
60%
Quality =
Above 100 is positive result
Cost Index
TV
Methodology
- Cost
What is it based on?
Real Prices from Customer Pool Market Optimization Potential
How is it Relevant?
Key Day partsBreak
PositioningSeasonality Volume
Target / Buying Audience Adjusted
Cost =
Below 100 is positive result
Media Performance & Risk Management
Media Audit To Ensure:
• Advertisers face minimum
risk.
• Get maximum transparency.
• Efficiency on advertiser’s
media spend.
Campaign
Benchmarking
Process
Controls
Rate & Cost
Evaluation
Annual Sponsor
Contracts
Fees &
Compensation
Performance
Measurement
Media Strategy
& Econometrics
Media
Risk
Reduction
CASE STUDY
Of Media Audit
Case Study 1
MULTIPLE BRANDS
KPI index
JASB uses a score card to translate
media deliverables into value gain or
loss. The case study shows that the
client only had 2 Quality KPIs for the
agency.
All brands under - delivered on
set KPIs. Cost performance could not
be achieved as well by 3 out of 4
brands.
Resulting in a net media value LOSS
of 52.7 million PKRS.
QUALITY KPI
CONTOL
TARGETING
COVERAGE
QUALITY INDEX
COST INDEX
TMI
VALUE GAIN (LOSS)
METRIC
WEIGHTS BRAND 1 BRAND 2 BRAND 3 BRAND 4 TOTAL
40%
60%
50%
50%
(QI - CI) + 100
(219,100) (15,589,241) (19,589,985) (13,176,160) (52,706,206)
71
100
89
90
46 50 10 48
48
74
91
128
68
103
89
139
54
77
68
158
59
93
79
131
SCORE CARD
Case Study 2
MULTIPLE BRANDS
KPI index
JASB uses a score card to translate
media deliverables into value gain or
loss.
The case study shows that the
client only had 3 Quality KPIs for the
agency.
Both brands under - delivered on
set KPIs except for brand 2 on Targeting.
Cost performance could not be
achieved as well by both brands.
Resulting in a net media value LOSS of
42 million & 136 million respectively.
QUALITY KPI
CONTOL
TARGETING
COVERAGE
QUALITY
INDEX
COST INDEX
TMI
ACTUAL
SPEND
VALUE
GAIN (LOSS)
METRIC
WEIGHTSBRAND 1 BRAND 2
30%
30%
40%
50%
(QI - CI) + 100
92
99
96
146
50
84,083,345
(42,041,673)
75
103
96
145
47
256,955,951
(136,186,654)
SCORE CARD
NULL SPOTS ANALYSIS
Case Study 3
NULL SPOTSAnalysis
Null Spots are advertisement that did
not generate any viewership or rating.
It was estimated that reduction in null
spots for the brand in the example
improve media performance by
achieving awareness and effective
frequency levels at lower costs.
MEDIA PERFORMANCE
Case Study 4
Media
Performance
The case in question analyses each
campaign of the client on the same
tangent.
Making it easy to evaluate campaign
media performance across the year.
MEDIA PERFORMANCE
Case Study 5
Planning
Analysis
This case study shows the evaluation of
buying and planning strategy performed
by the media buying house.
Inconsistencies are easily spotted and
strategy revisited.
Case Study 6
Targeting
Analysis
This case study shows the variance in
audience delivery by campaign and by
genre for brands with a target audience
which is fairly large e.g. 20 - 65 MF.
The analysis helps improve targeting
and performance through proper
selection of media.TARGETING ANALYSIS
Case Study 7
Affinity
Analysis
This case study shows an excellent
purchase planning on part of the
agency with fantastic affinity and
reduced spread in TA.
AFFINITY
I f i t ’ s i m p o r t a n t t o y o u ,
Y o u ’ l l f i n d a W A Y . .
I F N O T ,
Y o u ’ l l f i n d a n E X C U X E !
THANK YOUwww.jasbconsulting.com