{"id":22114,"date":"2019-08-15T03:24:13","date_gmt":"2019-08-15T03:24:13","guid":{"rendered":"https:\/\/thefortuna.co\/?p=22114"},"modified":"2019-09-05T03:34:04","modified_gmt":"2019-09-05T03:34:04","slug":"5-ways-to-be-a-hero-with-your-company-media-investment","status":"publish","type":"post","link":"https:\/\/foru.co.id\/id\/blog\/2019\/08\/15\/5-ways-to-be-a-hero-with-your-company-media-investment\/","title":{"rendered":"5 Ways to be a Hero With Your Company Media Investment"},"content":{"rendered":"<p>Companies invest tremendous time and effort creating \u201clean\u201d organizations to maximize value for their owners or shareholders, and then leave media value that they\u2019ve already paid for to languish in someone else\u2019s pocket. We regularly see media value left on the table, shrugged off, cast aside by advertisers who do not have an internal stakeholder demanding that their media agency and media vendor obligations be fulfilled, and with the authority to make it happen.<\/p>\n<p>Are you that person in your company, or should you be? Do you know who it is? If you\u2019re interested enough in this topic to be reading this post, and you don\u2019t know who that person is, chances are your company doesn\u2019t have one.<\/p>\n<ul>\n<li><strong>Assure that prepaid advertising expenses are fulfilled<\/strong><br \/>\nYou made business deals with media vendors (stations, networks, etc.). You paid in full. Did you receive the audience you paid for? Were buys in accordance with the terms of your agreement? If not, your organization is owed audience recovery weight. Are you receiving it?<\/li>\n<li>\u201cWe made delivery of purchased impressions a requirement for each individual supplier, whether or not our total media plan was achieved, and re-captured $1 million worth of commercials the next quarter.<\/li>\n<\/ul>\n<p><strong>Realized increased efficiencies or cost savings<\/strong><\/p>\n<ul>\n<li>Your pricing could be high relative to the marketplace. Perhaps your own organization\u2019s behavior is driving up your pricing unnecessarily. Are there simple changes that you or your agency can make to drive more efficient buys?<\/li>\n<li>\u201cBy moving our agency\u2019s cost achievement goals from \u201caverage\u201d to \u201c1% below\u201d marketplace averages, we were able to deliver the same number of rating points year over year for $1 million less.\u201d<\/li>\n<\/ul>\n<p><strong>Improve Productivity<\/strong><\/p>\n<ul>\n<li>You expect your commercials to run in front of 100% of the number of people you discussed, planned, and purchased. Do your agency or your partner media properties guarantee this? Are your delivery and compliance expectations aligned with industry best practice? Do they recognize the reliability of the measurement in place for each individual component?<\/li>\n<li>\u201cWe increased the ratings guarantee thresholds in our Top 25 largest advertising markets from 90 to 95% \u2013 because the measurement is better in those markets \u2013 and prevented permanent losses of $1 million in value from our partner TV stations when their audiences did not meet their delivery guarantees.\u201d<\/li>\n<\/ul>\n<p><strong>Ensure you only pay commercials that meet to your strategic objective<\/strong><\/p>\n<ul>\n<li>You have a developed brand strategy that includes the types of content in which you want you commercials to air and the time-of-day. Are your buys aligned with your brand and your strategy? Do you have specific scheduling strategies (firm start\/end dates, spot separation requirements, etc.) and did the agency and stations meet them?<\/li>\n<li>\u201cWe identified $1 million in commercials the networks ran in programs we restricted due to content and were able to run more holiday commercials at no additional cost as compensation.\u201d<\/li>\n<li>\u201cWe refused to pay for our commercials the station ran twice in the same commercial break, or in the same break as a competitor, and saved $1 million last year by monitoring this behavior and taking dollar credits for violations.\u201d<\/li>\n<\/ul>\n<p><strong>Quantify why your media agency and vendors are doing good work and worth keeping<\/strong><\/p>\n<ul>\n<li>You have an agency and team of people working hard for you. Do you have quantifiable, measurable agency and vendor performance expectations, and are they being tracked on an ongoing basis? Or, are you and your organization satisfied because they \u201cseem to be doing a pretty good job\u201d? If you have new stakeholders in your company, are you able to demonstrate this \u201cmeeting and beating\u201d expectations?<\/li>\n<li>\u201cHere are their defined performance metrics and a third-party evaluated that they exceeded them the past five quarters.\u201d<\/li>\n<\/ul>\n<p>Source:<\/p>\n<blockquote class=\"wp-embedded-content\" data-secret=\"Y30XS6ZzMS\"><p><a href=\"http:\/\/www.mediaaudit.com\/media-watchdog\/5-ways-to-be-a-hero-with-your-companys-media-investment\/\">5 Ways to Be a Hero With Your Company\u2019s Media Investment<\/a><\/p><\/blockquote>\n<p><iframe loading=\"lazy\" title=\"&#8220;5 Ways to Be a Hero With Your Company\u2019s Media Investment&#8221; &#8212; Media Management Inc.\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" src=\"http:\/\/www.mediaaudit.com\/media-watchdog\/5-ways-to-be-a-hero-with-your-companys-media-investment\/embed\/#?secret=Y30XS6ZzMS\" data-secret=\"Y30XS6ZzMS\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Companies invest tremendous time and effort creating \u201clean\u201d organizations to maximize value for their owners or shareholders, and then leave media value that they\u2019ve already paid for to languish in someone else\u2019s pocket. We regularly see media value left on the table, shrugged off, cast aside by advertisers who do not have an internal stakeholder [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[309],"tags":[489,570,2182,2489],"class_list":["post-22114","post","type-post","status-publish","format-standard","hentry","category-media","tag-advertising-2","tag-audience","tag-commercial","tag-media-investment"],"acf":[],"_links":{"self":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/22114"}],"collection":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/comments?post=22114"}],"version-history":[{"count":1,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/22114\/revisions"}],"predecessor-version":[{"id":22116,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/22114\/revisions\/22116"}],"wp:attachment":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media?parent=22114"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/categories?post=22114"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/tags?post=22114"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}