Our post-campaign evaluation and media auditing services are designed to analyse and benchmark your advertising, digital or promotional campaigns in terms of their cost-efficiency and media effectiveness.

We can tell you how your campaign performed against the market as a whole and how efficiently your agency performed.

Cost v quality analysis

To measure cost-efficiency, we benchmark your expenditure using the relevant market media currency ie cost per GRP or cost per thousand etc. We can then identify any cost improvement opportunities by individual media channel and propose a plan for implementation.

It is not just about cost though. Our methodology also encompasses at least 8 qualitative factors to help you understand the media value your campaigns are achieving and what the trade-off was between cost and quality.

These quality factors include, for example, planning and flighting control, reach and frequency targets, media environment and placement, and affinity to targeted consumers.

The media audit process is about understanding the granularity of the planning and buying factors for each campaign. In this way it’s possible to implement a practical and actionable process for value capture and improvement.

Your performance at a glance

The trade off-between cost and quality are represented graphically with the value stretch trade-off plainly illustrated. In other words, The Rack® shows you, at-a-glance, how you fare against the marketplace average, and how far you lie ahead of, or behind, the market norms for quality vs cost.

These factors can then become important elements in the way you structure your media agency’s performance-based remuneration.

And naturally, all your post-campaign learnings can be fed into the planning for your next campaign, thereby creating a cyclical process of continuous improvement.

Click on the links on the left to find out more.