Media Audit &

Performance EvaluationJASB Profile 2018

Agenda

About Us

The first and only Independent Media Audit Company in Pakistan.

1

What is Media Audit?

Our Methodology

Case Studies

Improving media performance through actionable accountability.

Indexing each media variable with a monitory value to judge G/L.

Real life examples of KPIs and their effects on Media Performance.

2

3

4

WelcomeTo JASB

So, What can we do?

• At JASB, media audit consists of Data Acquisition, Quality Control and Media Analytics. Each step of

the Audit is designed to evaluate whether the client is getting full return on their media investment.

• We can assess 100% of a client’s media buys with transparent and actionable Feedback.

• We can work across a multi-agency or multi-brand media buying paradigm with ease, providing all

clients with consistent reporting against multiple Key Performance Indicators (KPIs) covering the needs

of Media, Marketing, Finance and Internal Audits.

JIBRAN HASSAN ARIF JHUMRA PHILIPP OSMAN

FCA Media Expert International Lead DIGITAL EXPERT

Has conducted Media Audit

of Rs. 3bn + Media Spend

Has conducted Media Audit

of Rs. 3bn + Media SpendWorking as an International

Consultant.Working as a Technical &

Digital Expert.

Our TeamExperienced people with over 20 years in their relevant fields

Our PartnershipsInternational audit firms & consultancies for whom & on whose behalf JASB has conducted

& conducts media auditing work in Pakistan.

Our ClientsTELE - COMMUNICATION | FMCG FOODS | BEVERAGES

The importance of

the data of our

clients we acquire

during Evaluation &

Confidentiality Agreement

restrict us to divulge

names of our clients which

we believe is in best

interest of all parties

involved

Our Strength

FIRST COMPANYPioneers in Pakistan

Initiated the concept of

Media Audit in Pakistan

and affiliated with major

international networks

PROFESSIONAL TEAMExperts in Class

Our team has more than 60

years of cumulative experience

in the field of media planning,

buying, selling & audit.

TRULY INDEPENDENTStand Alone

We are not connected to or

partners with any Advertising

agency, MBH or Research House.

DETAIL ORIENTEDMeticulous

We are very clear in understanding

the application of audit principles to

Media variables.

MARKET EXPERIENCELocal Experience

We have the relevant local

experience in the Media Market to

understand it’s volatility

Our

Services

MEDIA AUDIT CONSULTING &

TRAININGPITCH EVALUATION

Media Audit for

improving performance

Media Audit for

improving performance

Media Audit for

improving performance

The auditor wants things to improve –

help him to achieve that, in a

collaborative way.

From media understanding of jargons

and principles to actual planning and

performance controls.

From releasing an RFP to suggested

ranking of MBHs on client specified

KPIs.

MEDIA AUDIT

Understanding Of

What is Media Audit?Media auditing or Media risk management is the practice of checking the media that a client has bought

Standards

Performance benchmarking

methodology imposes standards,

encourages improvement

Controls

The ability to collect and

summarize performance data

from Different angles.

Delivering Terms

Controlling Targeting

LearningSharing of “Best Practices” in strategy

and planning and setting KPIs for

accountability.

Leverage

The ability to trouble shoot and offer

actionable feedback for performance

enhancement.

WHY MEDIA AUDIT?

HALF THE MONEY I SPEND ON ADVERTISING

IS WASTED; THE TROUBLE IS,

I DON’T KNOW

WHICH HALF!

John Wanamaker

SO, WHY MEDIA AUDIT?Two major reasons

Largest Purchase in Marketing

Media is typically the single largest line-item in the

marketing budget. Further, it is considered an

investment whose outcome is NOT usually

measured in accountable terms.

It can be improved through Audit

because they can be cost-controlled by identifying

weaknesses resulting in substantial savings in real

monetary terms and tweaked to be efficient and

effective via a media audit, it is simply good

business practice

01

02

COST SAVINGSThrough media audit in our experience…now we know which half got wasted

01 02

03 04

54%

3% 35%

15% 1%

01

02

03

04

Media Invoice verification and monitoring of

cost and drop pages

Performance and risk management through

evaluation of media placements and cost index

Setting of standards and benchmarking

against industry. Revisiting KPIs

Fee and compensations including discounts

and bulk rebates

MEDIA AUDITOR

Selecting Of

What should you look for in an AUDITOR?

• Guideline for selecting a MEDIA AUDITOR:

Truly Independent

Deep subject matter expertise in

Marketing & Media

Global Scale Local Expertise

Proven Methodologies, size

& scope

QUOTE

YOU SHOULD NEVER LET YOUR FEARS

PREVENT YOU FROM DOING WHAT

YOU KNOW IS RIGHT!

Pakistan Media Landscape

Total Advertising Spend PKR 76 (billion)

In 2015-16

Print

OOH

POP Radio

Digital

TV

18.23%

8.9-12%

4.5% 2.8-4%

4.6-6%

38.60%

UPTO Rs. 6 bn +

TV EXPENDITURE BY

TOP ADVERTISER

215+ COMPANIES SPENT

Rs. 20 mn OR ABOVE ON

TV

Rs. 1.9bn AVERAGE TV

EXPENDITURE BY TOP

10 ADVERTISERS

METHODOLOGY

For Media Audit

Our Approach

JASB SCAN

JASB

INVESTIGATION

JASB

ANALYSIS

JASB Revelation&

Suggestions

Our MethodologyThe crucial balance - Quality and Cost

Timely

targeting

of

consumers

at effective

media

weights

Negotiation

with

media owners

and placement

optimization

by

agency.

Campaign

QUALITY

Campaign

C O S T

Quality Index

TV

Methodology

- Quality

KPI

Control

Targeting

Coverage

Are you delivering to

planned?

Is your specified Target

audience being reached?

Are you delivering

efficiently to your target

audience?

What does it mean?

Overall & Weekly delivery

Variance by age bracket

Reach Achieved at 1+ and

Effective Frequency levels

Weighting

10%

30%

60%

Quality =

Above 100 is positive result

Cost Index

TV

Methodology

- Cost

What is it based on?

Real Prices from Customer Pool Market Optimization Potential

How is it Relevant?

Key Day partsBreak

PositioningSeasonality Volume

Target / Buying Audience Adjusted

Cost =

Below 100 is positive result

Media Performance & Risk Management

Media Audit To Ensure:

• Advertisers face minimum

risk.

• Get maximum transparency.

• Efficiency on advertiser’s

media spend.

Campaign

Benchmarking

Process

Controls

Rate & Cost

Evaluation

Annual Sponsor

Contracts

Fees &

Compensation

Performance

Measurement

Media Strategy

& Econometrics

Media

Risk

Reduction

CASE STUDY

Of Media Audit

Case Study 1

MULTIPLE BRANDS

KPI index

JASB uses a score card to translate

media deliverables into value gain or

loss. The case study shows that the

client only had 2 Quality KPIs for the

agency.

All brands under - delivered on

set KPIs. Cost performance could not

be achieved as well by 3 out of 4

brands.

Resulting in a net media value LOSS

of 52.7 million PKRS.

QUALITY KPI

CONTOL

TARGETING

COVERAGE

QUALITY INDEX

COST INDEX

TMI

VALUE GAIN (LOSS)

METRIC

WEIGHTS BRAND 1 BRAND 2 BRAND 3 BRAND 4 TOTAL

40%

60%

50%

50%

(QI - CI) + 100

(219,100) (15,589,241) (19,589,985) (13,176,160) (52,706,206)

71

100

89

90

46 50 10 48

48

74

91

128

68

103

89

139

54

77

68

158

59

93

79

131

SCORE CARD

Case Study 2

MULTIPLE BRANDS

KPI index

JASB uses a score card to translate

media deliverables into value gain or

loss.

The case study shows that the

client only had 3 Quality KPIs for the

agency.

Both brands under - delivered on

set KPIs except for brand 2 on Targeting.

Cost performance could not be

achieved as well by both brands.

Resulting in a net media value LOSS of

42 million & 136 million respectively.

QUALITY KPI

CONTOL

TARGETING

COVERAGE

QUALITY

INDEX

COST INDEX

TMI

ACTUAL

SPEND

VALUE

GAIN (LOSS)

METRIC

WEIGHTSBRAND 1 BRAND 2

30%

30%

40%

50%

(QI - CI) + 100

92

99

96

146

50

84,083,345

(42,041,673)

75

103

96

145

47

256,955,951

(136,186,654)

SCORE CARD

NULL SPOTS ANALYSIS

Case Study 3

NULL SPOTSAnalysis

Null Spots are advertisement that did

not generate any viewership or rating.

It was estimated that reduction in null

spots for the brand in the example

improve media performance by

achieving awareness and effective

frequency levels at lower costs.

MEDIA PERFORMANCE

Case Study 4

Media

Performance

The case in question analyses each

campaign of the client on the same

tangent.

Making it easy to evaluate campaign

media performance across the year.

MEDIA PERFORMANCE

Case Study 5

Planning

Analysis

This case study shows the evaluation of

buying and planning strategy performed

by the media buying house.

Inconsistencies are easily spotted and

strategy revisited.

Case Study 6

Targeting

Analysis

This case study shows the variance in

audience delivery by campaign and by

genre for brands with a target audience

which is fairly large e.g. 20 - 65 MF.

The analysis helps improve targeting

and performance through proper

selection of media.TARGETING ANALYSIS

Case Study 7

Affinity

Analysis

This case study shows an excellent

purchase planning on part of the

agency with fantastic affinity and

reduced spread in TA.

AFFINITY

I f i t ’ s i m p o r t a n t t o y o u ,

Y o u ’ l l f i n d a W A Y . .

I F N O T ,

Y o u ’ l l f i n d a n E X C U X E !

THANK YOUwww.jasbconsulting.com