Latest News > Media Release
12 July 2010
Minister calls on advertisers to support AANA in online advertising self regulation
AANA has released a new “Media Audit Guide” to help members evaluate the performance of their media agency.
Media Auditing is the measurement of an advertiser’s media buying against a competitive market position, be it published industry data, a “pooled” average of participating clients, or other comparisons.
“This document will be a very useful guide to any advertiser who is considering engaging a media auditor,” said AANA CEO Scott McClellan. “It will prove to be illuminating for those who currently have their media buying audited but feel the need to understand more clearly the various aspects treated here that have not to date been so clearly spelt out.”
The development of the Guide was a truly ‘global’ initiative by the World Federation of Advertisers in collaboration with its members around the world and including contributions from The European Association of Communications Agencies and many others, including AANA. It has been modified for the Australian market by AANA in collaboration with industry organisations and experts, including Kinesis Media.
Australia is a relatively immature auditing market. In the U.K. and France for example in excess of 90% of advertisers are audited. This contrasts with Australia where only 20-30% use audit.
“The introduction of auditors needs to be carefully managed so that the trust, mutual respect, motivation and above all, quality of output from the media team offering effective strategic solutions and buying performance is not compromised,” said Alan Robertson of Kinesis Media. “We feel this Guide fills a need that will benefit all concerned.”
For further information: Scott McClellan, Chief Executive, AANA (02) 9221 8088