How A Media Audit Can Help Grow Your Business

Oftentimes, initial strategy conversations start with client questions regarding their media campaign performance and effectiveness. Questions such as:
* Am I truly getting optimal results?
* Are my advertising dollars reaching my target market?
* Is my current media strategy maximizing ROI?

The solution often points to a media audit. A media audit involves assessing your company’s media campaigns’ overall performance to gain insights into its reach, impact, and return on investment (ROI). It is an essential tool for companies to gain a holistic view of your media presence, identify gaps and opportunities, and make data-driven decisions to improve your overall media performance.

Media Audit Deliverables:

Define objectives: Determine the goals and target audience for the media campaign. This includes basic demographics such as age, gender, geographic area, and more detailed targeting such as household income, home value, children in the home, education, homeownership, marital status etc.

Identify media channels: 

Identify all the media channels and platforms where you have a presence. This may include traditional media like TV, radio, print, outdoor as well as digital media such as websites, social media, and other online advertising. We typically request a months’ worth of media invoices and annual budget overview to gather this information.

Gather media schedules: 

Collect relevant data and information from each media channel. This can include metrics such as digital and social media impressions, television & radio schedules, billboard placement, print runs, Assess media performance: Analyze the collected data to evaluate the performance of each media channel through qualitative market research and media buying tools. This will determine how efficient the media campaigns perform against the defined objectives to measure success and identify areas of improvement.

Reporting and recommendations: 

Prepare a comprehensive report summarizing the findings of the media audit. This Includes the results of your current media plans performance against the specified objective, insights gathered in the process, and recommendations for improvement.