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$2,400,000 Saved
Case Study: National Advertiser Benchmarking
Challenge
A major national TV, print and online advertiser wants to know if it’s achieving the best media results possible for its significant, but competitively deficient, media budget.
Solution
The first task was to help the client more precisely define its objectives. Through interviews with key stakeholders, we drilled down to the issues of greatest importance to the client. This led to performing three key reviews:
- Determine if the client was getting what it was paying for and paying for only what it was getting.
- Identify opportunities for placement improvement (both efficiency and quality).
- Recommend ways to increase its competitive standing.
Results
- Recovery of $2,400,000, including $500,000 in cash refunds from TV syndicators.
- Identification and correction of errors in its online display buys, representing approximately 16% of its total exposures from failed ad placements, geo-targeting and inferior ad positing.
- Modification in timing of client payments to the agency to reduce "float" resulting from numerous vendor and client scheduled changes, which resulted in value recapture of approximately 7%.
- Identified options to increase "competitive" presence through re-allocation of media funds, increases in "A" pod position assignments, improvement in placement of CPM and advances in schedule quality resulting in "priceless" savings.
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Lakewood, Colorado 80228
303-763-8194 Tel
303-763-8195 Fax
www.AdvantageMediaInc.com
