While sometimes considered a box-ticking exercise imposed on marketing teams by their compliance department, savvy marketers approach media performance audits as an opportunity to derive valuable input to support decision-making.
A media performance audit measures media performance through the lens of cost and quality. These audits can be categorized according to the types of benchmarks used in the process, be it market data, historical data or established KPIs or guarantees. Current-day media performance audits are highly granular; the cost and quality of each placement can be measured independently of each other against an array of benchmarks. This means that the results of an audit can be mobilized to accelerate improvement on either or both metrics, and that the ensuing planning can be tailored according to your organization’s priorities — optimizing purely for cost or quality, or a combination of the two.
This report is intended to help marketers understand the types of media performance audits and their use cases, so that they may implement the audit that best fits their needs. In addition, it outlines key factors for a successful media performance audit and addresses frequently asked questions.
This R3 report explores:
- Types of Media Performance Audits and their use cases
- Key success factors in Media Performance Audits
- Working with your agencies on Media Performance Audits
