The journey to a robust media governance process is like solving a Sudoku puzzle. It requires attention to detail and patience, as even one mistake can disrupt the entire exercise. But there’s more to it:
– At the start, we have limited information and many gaps to fill. This is when we realize just how much more we need to know:
– Which media vendors are actually receiving our budget?
– What exactly are we buying?
– Where is the evidence and supporting data?
– Are we paying the price we were promised?
We make inquiries and probe the data from agencies, gradually filling in some blanks. Now, with more information at hand, we can ask further questions:
– Which formats offer the best price/quality ratio?
– Are we following the signed-off strategy? If not, why?
– What does the day-to-day optimization process look like?
One piece of information leads to another, and eventually, we start to see the full picture:
– Agency performance and deliverables
– Cost and quality of the media bought
– Strategy and contract compliance
Just like in Sudoku, media governance requires constant checks and balances:
– Patterns and Trends: Identifying patterns in media spend and performance helps in making informed decisions.
– Iteration and Refinement: Both processes involve continuous iteration. As in Sudoku, where each number placed impacts others, every decision in media governance has ripple effects.
– Holistic View: Success in both requires seeing the big picture while managing individual components meticulously.
However, unlike Sudoku, Media Governance Sudoku never ends. There will always be new campaigns, new media vendors, and new gaps to fill. The key is to know and follow the rules and processes to stay on top of the game.
At Progmatic, we help advertisers design, implement, and manage the right media governance processes. Feel free to reach out if you need assistance.