Module 5 - Evaluation, Measurement & Reporting Flashcards
What are the three key areas where agencies verify TV activity?
- Holdings
- Weekly post tracking (post matching)
- Optimisation
In the “No Bookings” tab in holdings, what’s in there?
The spots listed in this tab are NOT in your agencies booking system, but they are booked in the network’s system
What are some examples of changes that could occur during the campaign that can be picked up during post?
- Programming changes - the tv buy could be based on reality programs and the network could change to movies which may not achieve the same ratings
- Program rating forecasts not delivering as per the tv traders forecast
- TV audiences will tend to follow the programs they love (as opposed to following networks), so it is always important to be aware of competitive programs within that timeslot
- A scheduled sporting event may end early or be washed out and not run at all (e.g. cricket), in this instance another program is scheduled to replaced it, and you may not be aware of that until post comes in
There are normally two reports supplied to the client, relating to the TV buy:
- A final buy summary (supplied to the client before the campaign commences)
- The PCR
What is a final buy or buy summary?
A document that provides a concise (one or two page) overview of the campaign, and the final version should be sent to the client at least one to two weeks before the campaign commences. It can always be updated if there are some last minute changes to programming.
This is an important document for clients to keep on hand as a quick reference for a top line understanding of the goals and objectives.
Also presents the opportunity to highlight any issues that may affect the buy - e.g. late approval, tight avails
When do you usually supply the client with the final buy summary?
1-2 weeks
What should a PCR include?
- A summary of the market conditions - this is important as it will provide context to the client of what is happening in the market and any impact it may have on the campaign
- The campaign goals/KPIs and how you delivered against them, this would cover things like planned, bough and delivered TARPs together planned and delivered Reach and Frequency by market
- The above will be split by peak and off peak
- Delivery against any program set or requirements
- Key learnings for next time.
A really important part of post campaign reporting is to share any added value that you negotiated for your client. This could include, but not limited to:
- Program upgrades
- Sponsorships (e.g. you may have negotiated additional no charge daytime sponsorship)
- Incremental discounts
- PIB
- Additional bonus
- Product placement
This is where you need to revisit your sponsorships and show how they performed during the campaign.
Summarise the added value in comparison to total spend.
What is third party benchmarking? (Ebiquity)
When a specialist organisation outside of the media agency is contracted by a client to verify how well the agency is buying TV airtime compared to other advertisers in the marketplace. They will generally review individual TV campaigns and evaluate the result against the campaign goals. The agency will pass on all elements of the TV buy and the
Auditor will do their own analysis to ensure all goals were delivered effectively based on what? (3)
- CPM,
- Reach & Frequency and
- Quality Goals.
The most common measurements are through costs and quality against a broad pool of advertisers. The pool will contain:
- Advertisers of similar spend
- Same demographics
- Same time of year as the client’s campaign
What companies offer third party auditing?
- Ebiquity
- Mad Clarity
- R3
- Trinity P3
- Media Path
Each third party auditor has different methodology for benchmarking and what they are looking for, however the two most common core metrics they review are:
- Cost - this could be measured against a pool of advertisers with similar spend, OR a set of cost metrics agreed between agency and client, a year on year goal, or a previous agency position
- Quality - this is usually a pre-agreed set of metrics designed to reflect specific media and communication objectives other than pure cost. e.g average ratings, reach goal accuracy, program set delivery, quality of bonus airtime. Before you start to buy, it is critical to know the quality metrics that the client want the auditor to measure, and it is important that any buying strategy that is being implemented is outlined to the Auditor as this can greatly affect the results of the cost analysis.
