SPI, a pioneer of strategic/statistical media planning/analysis & Media buying audit sector in Japan,
encouraging ‘optimizing marketing ROI’ and ‘achieving transparency / accountability,’ has analyzed:
Please have a look at the details.
Therefore,the fundamental significance and merits of the media audit are defined as a: Precise diagnosis / analysis for advertiser media buying from a professional & independent 3rd party, delivering correctly grasped facts and fulfilling accountabilitywhich finally:
executes ‘Evaluation of investment in corporate growth and formulation of an action plan to maximize investment efficiency’ while specializing in media purchasing (media buying).
The media audit has long been a common process in Europe / western countries in achieving corporate accountability in media buying, a process which has also expanded to Japan slowly but surely mainly via the ‘questioning of the efficiency of media spends’ and the ‘importance of accountability to stakeholders.’
However, media auditors have currently been disappearing around the world.
There are two types of media auditors / consultants in the world - one is the media specialist, and the other is one of the functions of management consulting companies (also called business consulting companies).
Notably, media auditing as a function of management consulting companies has been rapidly losing its independency from media and media agencies as such companies have created and owned ‘media agencies’ in their holding groups to expand their businesses.
It is quite a simple business strategy for management consulting companies to shift from media auditor to media agency functions. In fact, being a media agency dealing with the whole media spend / budget of advertisers results in much higher gross revenue gains (20-100+ times higher) compared to just being a media auditor.
However, we can never call companies with media agencies in their holdings or groups ‘media auditors.’ It should be noted that such companies have officially announced that they have established media agencies as their new business pillar.
SPI has partnerships / good relationships with independent global media specialists. One of our most popular hot topics is ‘The Disappearing Media Auditor in the World’ by a management consulting company with a media audit function enabling it to become a media agency.
Unfortunately, the media audit is NOT a major process with popularity in Japan, which causes TARP to suffer a lack of knowledge & misunderstanding, leading advertisers to higher risks.
For example, there are some cases where the ‘NON-media specialists (immature media auditors) or NON-independent’ companies offer media audit services only to get media data from major / popular advertisers, or to just get some ‘experience’ in Japan. Advertisers are exposed to serious risks in this case from incorrect diagnoses & inappropriate direction, leaks of important information / data to immature outsiders, and loss of media spend investment efficiency.
Please use immediate and careful judgement, the above happens due to lack of correct information and understanding of what media audits should be.
Of course, dealing with Internet /Web / digital media is one of the hottest & most important topics now.
Media spending on the Internet/ Web / digital media is on the rise at +10% compared with the previous year.
However, the Internet / Web / digital media has many problems especially in the Japanese market as follows:
Because these problems are impossible to solve by simply the introduction of tools or technologies, you should deeply / accurately understand the culture and structure of the media business & latest Internet / Web / digital media trends based on information from 3rd parties, NOT based on information from media agencies (which is subjective!).
Therefore, the media auditor should deal with NOT ONLY traditional media like TV, Print (newspapers and magazines), Radio and OOH, but should also have enough capability to understand the Internet / Web / digital media, for current and future market needs.
Considering the above status, SPI delivers media audits & media consulting services by strongly maintaining a neutral / objective / independent standpoint and by expanding / improving our media audit datapool and professionalism including Internet / Web / digital media perspectives.
SPI has established SPI Interactive to deliver digital solutions with specific knowledge / techniques including digital media auditing in Y2017; the new company has already handled approximately 30 Internet / Web / digital media audits at this point.
Shiro Kokue: Partner / Senior consultant
Ayumi Watanabe: Senior analyst
Ai Ono: Analyst
Aimi Kobayashi: Assistant analyst
Takahiro Doi: CEO of SPI Interactive
Please contact us with questions or for more detailed information.