Media controlling
As Media Cost is defined as the ongoing analysis of media activities (media strategy, -Purchasing, planning, performance, -Billing) at medium and large advertisers to create transparency, to increase efficiency and control effectiveness. In the ideal case, media controlling provides decision aids that have been independently checked for rationality.
execution
In media controlling, the advertising activities of advertisers in the various media (TV, online, print, ...) are analyzed and evaluated. The delivery of advertising services takes place through the provision of advertising space in the media (airtime, internet pages, magazine pages ...) with which predictable contact opportunities ( gross rating point ) are connected for the transmission of the desired advertising and communication messages in the relevant advertising target group.
Media controlling as an independent sub-area of controlling is in theory as well as in practice not well established, although large, variable investment volumes are incurred (in Germany € 18.4 billion across all advertising media in 2009), which are usually external Service providers are provided. There are approaches for a comprehensive, self-responsible media controlling with few advertisers, mostly with international advertising activities and extensive advertising budgets. Responsibility for the implementation of media controlling often lies in the hands of the responsible media and marketing units, which excludes an independent view of the facts and appears questionable with regard to the aspect of independence. Media agencies as mediators between advertising space providers and advertisers deliver more or less standardized reports on their media activities, depending on the status of the individual agreements. However, they also do not meet one of the main requirements of independent controlling, as they are carried out by the person responsible for performance in the form of so-called self-reporting.
A large number of providers offer media audits or similar services (e.g. PricewaterhouseCoopers or Advernomics ) which more or less come close to media controlling in terms of content, but usually represent one-off or periodic quality samples.
Media controlling usually starts with the communication channels and the costs for their provision and tries, for example, using econometric modeling to bring them into an analytical context with the benefit (ROI of advertising) achieved by transmitting the advertising message on the booked space becomes. This is realized through the intended or actually caused effects of advertising on consumers (image influence, level of awareness, brand value), their behavior (calls in call centers, expressions of opinion in social media) and the effects of their behavior (increased purchases or customer loyalty).
aims
Exemplary goals of media controlling can be:
- the increase in target achievement (e.g. ROI, sales, brand value, expansion of the distribution area) of the use of media
- an increased efficiency of media activities
- increased reliability of service providers in the implementation chain of (TV) advertising (especially in countries and for broadcasters with questionable contractual loyalty)
- the certification of the harmlessness of media activities from the perspective of risk management.
Individual evidence
- ↑ Operational media revision (media audit & media controlling). (No longer available online.) Archived from the original on November 6, 2010 ; accessed on November 20, 2010 (English). Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
