Richard Willingham, BPA director and president of the marketing agency motum b2b, has a series of three articles on the importance of professional accountability and the use of audited media. He looks at due diligence, media buying decisions, applying best practices and avoiding media lemons.
External link: motum b2b
Monitoring is one issue. Measurement is another. Smart companies do both. There are two flavours of measurement: the first provides a reporting function, the second provides instigation for the taking of action. Be sure to understand what youíre looking for.
External link: dailygrind
The quest for ad dollars is a grueling, inefficient exercise until interactive solutions connect advertisers with their individual target consumers. It is possible, but there is no quick or easy fix.
External link: media post
An article in Circulation Magazine indicates that media buyers are getting the info they need for print media buying decisions, and that there is a tremendous need for similar standardized, third party verification for online numbers. Valeria ĎThe Conversation Agentí Maltoni goes further by bringing together the concerns of adding online readership numbers to the print numbers.
Understanding what is important for audited print media is one thing, but we are seeing increasing attempts at trying to establish some cohesive means of doing the same thing for online media. Itís a daunting task but several people are already starting to talk about this. Lewis Green lays down some good measurement basics on his blog at bizsolutionsplus.
External link: bizsolutionsplus
Your organization has to undergo a financial audit. Your products probably have to undergo performance audits and certifications before you can offer them to the public. So why donít publishers and event managers have to follow suit?
Right now, media auditing is voluntary. Publishers - whether they are print or digital - and event managers can choose whether or not a third-party auditing organization gets to verify their audience data. The very audience you pay to reach when you buy an ad, a banner, an e-blast or a display at an event. Yet the true data can only be reported objectively if the auditorís financial health is not dependent upon favorable results.
Without that objectivity, it can be hard to know if the data you get to see is accurate. A media owner can have everything to gain (or lose) by the contents of their own audience figures or sworn statements. Audience data that has not been verified by an independent third party may be out of date, inaccurate or missing the detail you should expect in order to make informed media buying decisions.
Accountability is a big buzz in business today. If you buy media, you will be held accountable for the ROI. Demand to see the results of a third-party media audit before you buy.