Media Auditing & Optimisation of media planning process

Unique Benchmarking system 

Many areas in marketing are getting more and more international. However media is still nationally oriented because of the current structure of media sales organisations and the strong position of local media channels. Etat Control has developed an international benchmarking system, Target Mark Index, that can handle these differences and still enable comparisons of media performance between markets, periods and target groups.
 

Target Mark Index – universally applicable

The Etat Control performance management service includes a continuous evaluation process that measures the cost efficiency and media quality achieved by the client briefing process, negotiation results with media owners and tactical optimisation by the agency.  We cover all media groups and our tools will deliver value in all geographical regions.

Etat Control’s benchmarking process powered by the Target Mark-system incorporates all three relevant elements:

1. Planning and allocation of investment (channel- & daypart-mix, timing, targeting, coverage, etc.)
   
2. Terms with media owners (discounts, added value, etc)
   
3. Tactical placement optimisation by the media agency (vs all possibilities and all competitors)

If you fail in one area, the outcome will be Inefficient...

Statistical significant results based on your objectives

We benchmark the performance across countries, periods and target groups, relative to the the total market supply, other advertisers and your competitors. The performance will in this way be measured against the true relevant offer in each market and not just a pre-defined market average based on a limited sample of the market.

Since all advertisers and campaigns have different objectives our benchmarking system will use your specific objectives as input to avoid basing the benchmark on other advertisers objectives.

We do not believe in the sample approach of traditional media auditing. The combination of our robust pool of client KPI´s and our mapping of overall media supply (inventory) in each specific market will deliver a continuous steering mechanism that will highlight all opportunity costs. When these are identified and quantified we will supply you with recommendations on how to eliminate them.