Target Mark® TV Audit
As a digital-first firm, ECI prides itself on its sophisticated Target Mark® TV Audit, which looks not only at TV advertising metrics, but also at digital video advertising, for instance through YouTube.
Although prices within TV for comparable advertisers only vary as little at 15 percent, tactical optimisation by a Media Agency show variances in a campaign’s impact by as much as 50 percent. A Target Mark® TV Audit takes a data-centric, forensic approach to understanding the ins and outs a particular campaign. In so doing it can help you plan your video media campaign in the best possible way.
Starting a TV campaign with the most possible data allows a brand to maximise its net reach, as well as reach specific demographics. With Target Mark® TV Audit’s sophisticated benchmarking system, clients can benchmark their KPIs and intended media campaign against the entire market supply of advertising, in order to maximise your impact.
ECI’s benchmarking process incorporates three key elements:
- Allocating and planning a media investment, taking into account targeting, coverage and a mixture of channels, for instance traditional TV and digital streaming
- Benchmarking the negotiating results & the terms of the agreement with Media Owners
- Ensuring the right team and sufficient time and focus from the agency, delivering the tactically most effective placement of the advertisement, taking into account market-wide data
This forensic approach to TV planning and auditing allows not only for a coherent strategy in the face of a fragmented media landscape, but also allows for continuous steering. ECI’s audit ends with clear recommendations for what to keep, what to change, and what to add to a TV campaign with the development of actionable KPIs.