Dec 2017
The net media spend across the MENA region is estimated over US$ 4.5 billion per annum. Obviously, this is not a small amount and to date there’s no proper system and industry benchmarks in place not only to validate the deliveries of media campaigns but also to ensure the maximum possible efficiency.
Media audit is not yet a common practice amongst most of the marketers across the MENA region. Some stakeholders in the advertising industry might still perceive Media Audit as a disrupting service that aims only at tackling transparency issues. Such a perception should end as it does not help the growth of the industry.
We can all agree that while consumers are evolving, the communication and engagement methods are evolving as well. On the other hand, the advertising industry has been suffering from many issues in the past two decades such as measurement systems, transparency, fair distribution of budget, per capita spend, fair remuneration models, pitch practices, etc…. Despite all the efforts made to address them, zero or limited progress has been noticed.
Companies appoint auditing firms to audit their financial statements and books to ensure credibility of the reported figures, compliance and governance. Why don’t we apply the same principle to the media investment?
One of MEDPUSH’s missions is to promote that culture among marketers. Our media audit services are not restricted to pricing reviews, they also cover critical elements to maximise efficiency by working against clear KPIs and benchmarks for greater results. If the media audit becomes a common and regular practice, then most of the above issues will be addressed and we will have a healthier industry and brighter future.
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