Ensuring global cost and quality advantage for a leading technology advertiser

Objectives

The client values quality media, and a transparent consistent process for their significant global media spend. To that end, they have engaged Ebiquity annually for over eighteen (18) years to independently assess the cost and quality of their media buys, and compare them to other premium advertisers in the various markets around the world.

It is critical to the client that their agency operates to consistent standards in all the countries that play a key part in their global media spend. Those standards include valuing quality media over all else while at the same time aligning their costs with other major advertisers in each market that they operate in.

Our Approach

The Ebiquity team looks closely at the client’s media spend focusing exclusively on the massive linear TV spend.

Given their custom media strategy, Ebiquity adjusted its television benchmarking process to focus on the core metrics that had the most value.

By looking at built-for-purpose KPIs, and weighting them in a consistent fashion in all global markets the client has been able to compare media buying performance in countries with vastly different media marketplaces.

Business Impact

Our media buying assessment was able to value the work that the client’s agency was doing in 17 countries around the world. We demonstrated over $147 million dollars in additional value that the agency delivered relative to average advertisers.

In addition to providing market specific and overall results, the client receives an agenda for continuous improvement specific to each media market.

That agenda is followed by their agency, as demonstrated by the 5x improvement in value gained over the past six years.