How We Do It

Media Analytics Global is a tech-based analytics consultancy with unparalleled knowledge across multiple developing markets, partnering with advertisers to ensure optimised media delivery through the deployment of cutting edge analytics tools and technology.

Helping you navigate through the increasingly complex media environment

Media Analytics Group specialises in non-financial auditing of your media spend using industry-leading analytics

  • Did the correct ad…
  • …flight at the correct time
  • …on the correct channel / station / site
  • …the correct number of times?

IF YES, you have a campaign. IF NO, we provide the data so that this can be fixed

SSA needs to adopt a process to ensure we deliver accurate and relevant data to the advertisers.

We suggest the following basic processes:

Benefits to Your Clients

There are multiple benefits to your advertisers

  • Access to accurate data; better data = better decisions
  • Pragmatic recommendations that lead directly to better media planning
  • Jointly improve client’s ROI through shared resources (resulting in increased client spend)
  • Improved trust with your clients

Our Offering: Addressing the Issues at Hand


Media Issues: TV and Radio

  • Deliberate placement in channels outside the range of media monitoring
  • Use of unstructured materials like hypes which are not easily amenable to software monitoring.
  • Over-booking giving rise to incomplete flighting or outright omission of spots.
  • Advertising outside the planned time or programme.
  • Financial impropriety in areas of rates charged/applied and discount/rebates treatment.
  • Collusion among stakeholders including some monitoring agencies to cover up non-compliance.
  • Some Intra Programmes (IP) loadings executed as Run Off Station adverts (ROS).
  • Inflated rate cards.
  • Missed placements, leading to ‘make goods’ being utilised – Essentially, equating to lost opportunity cost for clients.

 

Media Issues: Out-of-Home

  • Sites not flighted as per schedule.
  • Lack of details on site list resulting in confusion and difficulty to audit.
  • Poor printing and flighting quality.
  • Site in bad condition and view of site obstructed (either long or short view).
  • Illumination (front or internally) not working and operational as per the hours specified in the contract.
  • Inflated rate cards
  • Bulk buy discounts not disclosed and passed onto client.

 

Media Issues: Digital Programmatic

We partner with Dr. Fau to implement the Digital Programmatic offering

  • Lack of overall transparency throughout the eco-system.
  • No trackable flows of funds or value in the supply chain: Non-disclosed models.
  • Affiliate/ownership models between DSP & SSPs and large buy relationships setting up preferred deals with SSP’s – No transparency on the actual media value or rebate/AVB deals.
  • ‘Re-packaged’ inventory models being utilised.
  • Tech, tax, resource costs and agency management fees. At times, disclosed but charged on top of media arbitrage.
  • Bid price vs clearing price disparities.
  • No access to transparent reporting
  • Quality of the inventory often questionable, along with below par strategic and targeting alignment.
  • No guarantee of verification software being used – Ad impression view-ability, fraudulent sites, audience reach, rise of ad-blockers, or are not properly displayed in the user’s browser.
  • Brand safety issues – Ad impressions placed on unfavourable sites or next to unfavourable content.
  • Lack of A/B testing (creative, copy, targeting, etc.) and regular optimisation.
  • See Digital Programmatic slides attached – charts to follow the content

The digital media supply chain used to be quite simple and transparent.

Technologies have created a more complex environment, in which elements of the cost paid for media can be obscured.

The number of intermediaries between the advertiser and the consumer continues to rise…..

….with agency groups creating arrangements in the digital supply chain that generates rebates and reduces audit rights.

Non-disclosed models and technology reduce the impact of the advertisers $

Media Transparency and The Issues at Hand: Tech Tax

P&G’s Marc Pritchard calls for action. His speech was a catalyst for change.

Along with the ANA Study, Proctor & Gamble (P&G) Marketing Chief, Marc Pritchard, challenged digital advertising’s status quo in early 2017. It was the “biggest speech of the last 20 years” according to Marketing Week’s Mark Ritson.

In his Internal Advertising Bureau (IAB) speech, Pritchard said P&G had ‘come to its senses”. There was no advantage in a “complicated, non-transparent, inefficient… supply chain”. A supply chain that was ‘murky at best, and fraudulent at worst. He had lost patience with industrywide bullshit and P&G wanted action.

In his eyes (and many others) the model is broken and needs fixing. For Pritchard, ‘the bloom came off the rose for digital media”.

Ritson: P&G’s Marc Pritchard has made the biggest marketing speech for 20 years

Procter & Gamble chief brand officer Marc Pritchard laid into Google and Facebook’s ‘walled gardens’ and demanded transparency from the digital supply chain, heralding a new era in digital advertising.


By Mark Ritson, 31 Jan 2017