MEDIA VALUE

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Brand Lab Schedule

Driving Media Agency Accountability & Results

Programmatic 101: The Programmatic Ecosystem

Verification – Viewability, Fraud & Brand Safety

3

4

1

From RFP to Contract, How to Review your Agency2

[ 11:00 – 11:45am CT][ 12:00 – 12:45pm CT][ 1:00 – 1:45pm CT][ 2:00 – 2:45pm CT]

Driving Media Agency Accountability and Results

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DIRECTOR, CLIENT SERVICES

VICTORIA POTTER

Presenters

MANAGING DIRECTOR, MEDIA VALUE

MARGARET LEWIS

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This session will cover…

History of Accountability in Media

Working with a Media Auditor3

1Identifying Yourself on the Accountability

Spectrum2

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History of Accountability in MediaBrief History on the rise of the Audit

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History of the Audit

2008 2012 2015

Procurement

Marketing

Marketing + Procurement

Q1: Compared to one year ago, has the relationship improved, stayed the same, or declined?

Moving in a positive direction…Improved Stayed the Same Declined

30%

64%

6%

62%

36%

2%

MarketingProcurement

Base: Marketing = 67, Procurement = 81

Marketing & Procurement are partners

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Media Audits have become SOP in the US

Agency Accountability Teams

No longer an exception, standards and structure are emerging in media accountability

New Specialties Emerging

Legal advice

Ebiquity works with 85 of the top 100 advertisers

in the world.

Annual, Bi-annual, Quarterly

Most are multi-year

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Two main types of audits

Hard Savings Marketplac

e Benchmark

YOY comparison

Bottom line

Increasingly used in agency reviews

Your pricing versus industry norms

Strategic

Goal: 2-way evaluation of performance to establish ongoing improvement & value

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The Accountability SpectrumCharacteristics and Approaches Across the Spectrum

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The Accountability SpectrumThe first step in figuring out what to do is to determine who you are. We have a variety of clients that fall across the accountability spectrum – from those that are just starting out to those that have had processes and measures in place for a while.

Low /Starting Out Midway Mature

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Low Governance CharacteristicsOften associated with advertisers with modest resources

No/Low Internal Media Resources

Minimal Contractual Audit Rights

Little to No History of Auditing/Benchmarking

Commitment to Savings with No or Few Parameters

One-sided View of Marketplace

Reluctance to Surface any Challenging Relationship issues

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Low Governance Approach to AccountabilityThese advertisers need to establish control

Review/Update Contract Terms

Training/Education

Establish a Baseline

Ongoing System

Full disclosure, Audit rights, visibility to 3rd parties, ownership of data

Cost baseline – Industry, YoYQuality baseline – Industry, Trend/YoY, Corp guidelines

Media 101, Marketing Team “+”, 3rd party unbiased advisors

Measurement & accountability need to be monitoredConsider stakeholders : Media owners, Marketing, Procurement

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High Governance Characteristics

History of Auditing

Clear Agency Engagement Principles

Up to Date

Senior Management Support

Global Marketer

Company has audited in the past and has a positive outlook on the process

Contracts include full audit rights and data visibility

Savings, max increase in price, Detailed quality and quantity accountability metrics which are reviewed regularly

Mandate to invest in accountability

Company is more likely to have a global presence

Mandate to be accountable, and the tools to achieve it

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High Governance Approach to Accountability

Contract Compliance

3rd Party Verification

Periodic Contract Updates

These advertisers are leaders, constantly establishing new standards

Ensures full transparency; follows the money

As needed and as the market changes

Making sure that cost & quality benchmarks are being met

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Working with An AuditorDetermining the Way Forward

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If you seek SavingsActive part of advertising/media workflow

1. Usually tied to agency incentives

2. Requires transparency by all players

3. Alignment on methodology

5. Requires an unbiased mediator

6. Automated reporting

7. Multi-year is common and recommended

4. Target adjustment after Year 1 8. Media inflation alignment

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If you seek BenchmarkingIdentifies opportunities for improvement

1. Cost & quality of media buys to industry benchmarks and competitors

2. Like-for-like comparisons

3. Turn-key for advertiser

5. Cost and Quality have empirically proven relationship6. Advertiser’s goal: higher quality at lowest possible cost7. More strategic than YOY Savings exercises

4. Driven by agency incentive, internal accountability, or both 8. Provides insight on how to improve

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Where to Start

Clear Objectives

Kick-off

Choose the Right Partner

Establish a Baseline & Capture

What do you want to achieve by doing an audit?

Are you looking for continuous improvement, or pure

accountability?

Who are the stakeholders?

Media Audits

Financial Audits

Both?

Face-to-face scoping meeting

Include stakeholders in process

Learn about what has value and is actionable in your

organization

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Obligations of a Media Auditor… Confidentiality

Transparency

Unbiased

Knowledgeable

Fact-based & data-driven

When extra help is needed…

MEDIA DATA ASSURANCE helps across:

So, where are you on the accountability spectrum?

A new way to establish confidence in your data and your results.

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Media Planning

Data Ownership and Control

Partner/Supplier Selection and Implementation

Measurement of Results

Programmatic Trading