How do you know you are getting the media value you deserve?
Until recently, most major advertisers were investing in media auditing as a way of measuring their media value. These media auditors would use a pool of media pricing data and compare the price paid to the pool of data on hand to indicate if the media price delivered by the agency represented value. Even John Billett’s, the man credited with popularising this type of media auditing admitted it was flawed. But the rise of digital media and real time bidding has meant that this type of media auditing/benchmarking is failing. So, what are the alternatives? Some are undertaking process audits and assessments. Others are measuring overall media and business performance. Others still, have simply given up on media value.
So, this is why we ask:
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