Media audit
Professional media audit is intended to ensure that the advertising budget that are apportioned between the various media channels is invested in the most effective and precise manner that is best suited to your marketing purposes.
Why is media audit necessary?
In order to ensure that the advertising activity and media planning are effective and efficient, it is essential to carry out an objective and interest free analysis of the media planning process focusing on the following three components:
- Relying on an extensive scope of media activities and their outcome.
- Use of media planning and control systems.
- Experience and extensive familiarity with media purchase methods in the various advertising channels, and the considerations accompanying the media suppliers.
Bakara’s media audit is carried out by experienced media experts, who utilize advanced and unique systems which were designed specially to plan and audit media, while carrying out a broad observation of the real performance of many campaigns.
Media audit is based on all media channels in a holistic and integrated manner: television audit, advanced digital audit on all digital channels, radio campaign audit, billboarding and the press, marketing content, opinion leaders and influences, sector adapted audit (Arab, Ultra-Orthodox, Russian and so forth).
Market Benchmark – comprehensive, broad, and diversified.
Bakara possesses the widest and most comprehensive database in the country, including data on thousands of media activities and campaigns which the company accompanies over the years in the various media channels. Utilizing this database, up to date and reliable benchmark parameters, quantitative and qualitative, are produced on an ongoing basis. These benchmark parameters are adapted to each campaign on the basis of budget availability, the structure and aims of the activity, the target audiences and season of activity.
These parameters are tools unique to Bakara, and they are incomparably effective in aiding:
- The analysis of the commercial conditions, media costs and quality parameters of each advertiser in regard to his performance.
- Improving performance and optimizing costs and outcomes of your advertising campaigns.
- Predicting trends over time
Media control of campaign activity is usually characterized by the three primary activity stages:
Stage 1: planning the activity
The stage of planning the activity forms an important stage in which decisions are made regarding the media strategy, the planning of the media mix and its adaptation to the media consumption channels and habits of the target audience, maximizing the exposure rates and analyzing the costs of the media.
Stage 2: carrying out the activity
While the activity is being accompanied, tracking the rate of achievement for the goals set down before the campaign was launched. In the event that it proves necessary, various recommendations for implementation are provided in order to ensure optimal media performance.
Stage 3: summarizing the activity
During this stage we will analyze the summary of the activity and provide final validation that the activity had indeed met the goals set for it. In this framework, conclusions and in-depth insight are presented in order to improve the media purchase efficiency in later advertising moves.
Media strategy planning, annual media Gannt chart
Marketing managers and organizational decision makers are frequently required to plan their annual advertising activity, and to present a yearly and detailed media Gannt chart that supports the advertising strategy. Bakara will be happy to accompany you in the plan and production of a yearly media Gannt chart while incorporating and taking into account budgetary and business limitations as well as annual marketing aims.
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