What is Holistic Media Auditing? (A Complete Guide)

Media Auditing

Jun 18, 2024 | Philippe Dominois

What is Holistic Media Auditing? (A Complete Guide)

Imagine you're a patient experiencing a mysterious pain. You know something is wrong, but you can't pinpoint the cause or find the right solution.

Would you settle for a doctor who only examines one aspect of your health, or would you prefer a comprehensive, full-body check-up to identify and treat the root of your problem?

The same principle applies to the world of advertising media. In an industry plagued by a crisis of trust, limited transparency, and ever-increasing complexity, traditional media auditing approaches are no longer enough.

Advertisers need a bold new solution that leaves no stone unturned – a holistic media audit.

What is Holistic Media Auditing?

Holistic media auditing is a game-changer in the advertising media landscape.

It's a powerful, 360-degree diagnostic assessment that dives deep into every aspect of your media performance, examining the entire media planning and buying supply chain, as well as the roles and performance of both the advertiser and the media agency. Because, let's face it, it takes two to tango in the world of advertising.

Why settle for a narrow, limited view of your advertising health when you can have a comprehensive, full-body scan that identifies multiple problems and provides tailored solutions? That's the power of holistic media auditing.

“From my 20 years experience as a media auditor, I learned the hard truth. In media buying there are winners and losers. That’s why Abintus advocates a holistic audit process. This is much more than a standard audit – it’s part of a full consultative process, based around a demanding set of checks and balances, which leaves no stone unturned.” 

Philippe Dominois - Chief Executive Officer & Co-founder

The Importance of an Holistic Approach

In my opinion, holistic media auditing is not just a luxury – it's a necessity. All of our clients who experienced it, loved it. Here's why:

  1. Transparency: With media agencies sometimes holding back crucial information, holistic auditing shines a light on every corner of the media buying process, fostering trust and transparency between advertisers and agencies.
  2. Cost Savings: By uncovering cost disparities and ensuring that your advertising media investments are spent wisely, holistic auditing can lead to substantial cost savings and a healthier bottom line.
  3. Performance Optimisation: Holistic auditing is like a personal trainer for your advertising campaigns, identifying areas for improvement in both your own processes and those of your media agency, leading to better performance and higher ROI.



The Holistic Media Audit Process

A holistic media audit is a series of rigorous, fact-based assessments conducted by a neutral, third-party media and finance consultancy.

It's like a team of specialists working together to diagnose and treat your advertising pain points, covering various aspects of media management, including:

  • Media Performance Audit: A deep dive into the performance of your media purchases over a 24-month period, across all media channels.
  • Agency Commitments Audit: A thorough check-up to ensure your media agency is delivering on its promises over a 12-month period.
  • Contract Compliance Audit: A rigorous examination to verify that your media agency is playing by the rules set out in your contract, over a 12-month period.
  • Agency Contract Assessment: A comprehensive review of your media agency contract, identifying strengths and weaknesses and benchmarking it against industry best practices.
  • Financial Media Audit: A meticulous examination of your media agency's financial statements, ensuring transparency and accuracy over a 12-month period.
  • Media Process Audit: A full evaluation of your media planning and buying processes over a 12-month period, identifying areas for improvement and optimisation.

Benefits of Holistic Media Auditing

By embracing holistic media auditing, advertisers can:

  1. Diagnose and treat multiple issues in their media planning and buying process, just like a comprehensive health check for their advertising campaigns.
  2. Save significant amounts of money by identifying cost inefficiencies and optimising their advertising spend.
  3. Strengthen agency-advertiser relationships by applying best practices to internal operations and promoting transparency.
  4. Boost overall media quality by ensuring ads are placed on trusted, high-performing channels that deliver maximum ROI.
  5. Track and measure performance against goals, identifying areas for improvement and celebrating successes.

Conclusion and Next Steps

Nowadays, settling for a narrow, limited approach to media auditing (like pool benchmarking or financial media auditing alone) is like putting a band-aid on a broken bone.

Advertisers need a bold, comprehensive solution that tackles the root of their problems and sets them on the path to better media health and performance – and that solution is holistic media auditing.

But the benefits of holistic media auditing don't stop there. Contrary to expectations, this extended scope of services comes at a more affordable price than traditional media auditing. That's right – with holistic media auditing, you get a more comprehensive assessment of your advertising performance at a lower cost. It's a no-brainer.

So, if you're ready to take your advertising to the next level, we invite you to download our Holistic Media Auditing ebook. This in-depth guide will provide you with all the information you need to understand and implement this game-changing approach to effective media management.

Don't settle for a band-aid solution. Choose holistic media auditing – the comprehensive, affordable, and transformative solution your advertising campaigns deserve. 

For any questions or to explore how holistic media auditing can benefit your organisation, book a no-obligation, free consultation with our expert team today.


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About the Author

Philippe Dominois Blog Post 2024-1Philippe Dominois, co-founder and CEO of Abintus Consulting and Head Coach at the Abintus Academy, brings over 25 years of global media expertise to the table. With a wealth of experience from his tenure at leading media agencies such as Wavemaker, Starcom, and Carat, as well as more than a decade at Ebiquity, Philippe has established himself as a thought leader in the industry. He has authored hundreds of articles focusing on media management best practices, sharing his insights and knowledge with the wider media community.

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