Accountability
The
need for accountability now pervades
every advertisers' marketing
communication agenda.
With
advertising media often representing
a company's single biggest
acquisition, senior management needs
to reconcile its value against cost.
However, as the media landscape
continues to fragment, creates
greater consumer choice and
fluctuates in value, this objective
becomes increasingly difficult to
achieve.
Add to
this a media marketplace in constant
development and flux, with
significant and widening variations
in price between media owners and in
performance within and between
agencies.
The
Situation Today in Israel
No
Objectivity & No Accountability.
Today
advertisers operate in a fog. .80%
of their advertising budget is being
spent on media, with the advertiser
having no clear benchmark of how
efficiently that money is being
spent. Agencies cannot be objective,
Media owners have no incentive to be
objective thus advertisers are
unable to get a true picture of how
they are buying media...
The
Solution
This
situation is not unique to Israel.
Other markets have developed a
solution via Media Auditing
companies who effectively provide a
campaign audit of the advertisers
buying performance against an
average of other advertisers. In the
UK, for example, over 65% of
advertisers use a Media Auditor as
an integral part of their
communications planning & evaluation
process.
The
Benefits
Firstly the advertiser receives a
totally objective analysis of his
campaign against a true market
average. The advertiser will know if
his campaign was bought well or
badly and, as a result of the
analysis, he will also know why.
Clearly this information is of great
value when the client sits with his
agency to plan the next campaign or
with the media to negotiate costs.
Secondly those advertisers
subscribing to the service will also
know the true price of media, thus
enabling them to ensure that their
future planning will be accurate and
that agency recommendations will be
based on a realistic market price
and not an exaggerated one.
How
Does It Work
Advertisers subscribing to the
service supply on a campaign basis
details of the campaign cost. All
information is then be collated
within an average for the time
period of the campaign and the
advertiser receives an index of his
campaign as measured against the
average. This includes CPP for the
relevant target audience. Additional
analysis, against the average,
includes spot position in break, %
rating by daypart. Thus for example
the advertiser is able to measure
The
true cost of buying a high % of
prime time and other key buying
issues.
Ownership
The
service is operated by Mediacheck a
company owned by Ian Goodrich who
comes with over 25 years of
experience in planning & buying
media both in Israel and in the UK.
The
company is entirely owned by Ian
with no connection to any
advertising/media agency or media
owner.
Neither the company nor Ian
Goodrich is involved in buying media
for any advertiser or agency.
Structure of the company and its
non-involvement in Media buying
guarantees 100% objectivity and
confidentiality
Contact : Ian Goodrich ++972 50
5272980
iang@mediacheck.co.il
