Media Auditing & Benchmarking

A unique, independent, expert review of agency performance, combining cost and value benchmarking to recommend areas for improvement.

  • They have added real value through both the auditing and the consultancy to the extent that we are seeing benefits this year and look forward to next.

    Entertainment client

  • Michael Karg:

    ANA Media Transparency Guidelines: The Turning Point for Advertisers?

    Read article
  • Stephen Broderick on:

    Agency Contracts in the Legal Spotlight

    Read article
  • Nick Manning on:

    Navigating the media market in 2016 – the key destinations for advertisers

    Read article

Brands that invest significant sums in paid media channels want reassurance that their investment is done competitively and whether any efficiency improvements are possible. Our analysts typically identify improvement opportunities worth between 5 and 15% of client media spend; the value of which is many times our fee.

Circle Traffic

Circle Pointing

Leading the market

Ebiquity is the world expert in this area; last year we analyzed $41bn of media spend for over 300 brands. We help more advertisers than anyone else to answer questions such as; ‘Are our agency’s deals with media owners the best?’, ‘Are we investing in the right channels?’ and ‘Where can we save money without losing effectiveness?’

Leading pools, tools and methodologies

Our scale and market share give us the most robust cost pools providing clients with the confidence in our data’s reliability. This allows us to compare a client’s agency performance against sector averages or against similar sized brands. Our experience gained over the last 20 years has helped us develop market-defining tools and methodologies. Cost and quality results in advanced markets are comprehensively displayed on the Ebiquity “Rack”. In smaller markets, we apply our ‘Peera’ approach to comply with World Federation of Advertisers (WFA) standards. We provide a detailed scorecard indicating where the issues and opportunities lie.

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Leading expertise

Ebiquity recruits and retains respected and experienced experts in local markets with client, agency and consultancy backgrounds. In other markets we work with carefully selected third-parties with similar expertise. Our international clients who seek to make comparisons across markets welcome the rigid methodology each of our teams can employ. Our clients value the knowledge and experience of our local teams, and trust their recommendations. Our approach includes highlighting strong agency performances, helping to strengthen successful agency/client partnerships. 

Our talent is spread throughout Europe, North America and increasingly in Asia Pacific.

Leading digital benchmarking

We have been benchmarking online display advertising for a number of years. During this time, the market for display advertising has evolved rapidly thanks to ATDs DSPs, and DMPs, reducing transparency in pricing. Ebiquity therefore has continued to develop services and digital benchmarking methodologies to ensure our clients can optimize their efficiency and effectiveness online.

Questions we answer for media, marketing, and procurement teams

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How do I tell whether our media agencies are delivering and how they are performing?

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How do I measure my media efficiency vs the market?

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Does my agency’s deal strength by medium reflect my brands media priorities?

Media Auditing & Benchmarking In Brief

  • Global Leaders

    Global Leaders

    The world’s leading specialist - last year we analysed media spend from over 250 advertisers

  • Largest Consolidated Database

    Largest Consolidated Database

    The world’s largest cost database ($41bn pool) covering all major sectors

  • Processes

    Processes

    Market-leading processes, tools and methodologies

  • Expertise

    Expertise

    Specialist expertise and local market knowledge

  • Optimization

    Optimization

    Digital optimization capabilities

  • Partners

    Partners

    Effectiveness partners of World Federation of Advertisers

  • Local Teams

    Local Teams

    Local teams and offices in major markets with chosen partners in others

Ebiuity Opinion
  • ANA media transparency guidelines: the turning point for advertisers?
    Published on 06 October 2016

    Ebiquity’s Group CEO Michael Karg explains why the recent K2 study and guidelines from the U.S. Association of National Advertisers (ANA) mark a potential turning point for the advertising industry worldwide. It is estimated that the advertising industry contributes around 20 percent to U.S. GDP,[1] with annual media spend now in excess of $200bn.[2] Increased [...]

  • Agency contracts in the legal spotlight
    Published on 06 October 2016

    Stephen Broderick, CEO of FirmDecisions, argues that advertisers should take action to ensure their media agency contracts promote their best interests. In June 2016, the U.S. Association of National Advertisers (ANA) published the findings of a research study it had commissioned into the transparency of media buying behavior of media agencies in the U.S. marketplace. [...]

  • Ebiquity & FirmDecisions – ANA Recommendations Webinar
    Published on 18 August 2016

    We hosted a webinar on Monday, August 15th 2016 about the ANA’s recent media transparency initiative for some of our 1,100 clients worldwide. We were asked to explain what the ANA’s investigation found, and explore what their recommendations, jointly published with Ebiquity and FirmDecisions, mean for brands in the US and beyond. Over 100 of [...]