Media Audit Manager — Digital Media
Company
Location
New York, NY
Job Description
- Work as part of a progressive, growing Risk Assurance specialty team.
- Lead/perform digital media buying performance audits on behalf of advertisers to identify cost savings opportunities, process improvements, and recommend leading industry practices.
- Document and analyze digital media planning/buying processes, and evaluate business controls.
- Display Advertising:
- Evaluate branding/awareness campaigns (“upper funnel”);
- Evaluate transaction and conversion based (action-oriented) campaigns (“lower funnel”);
- Work with digital ad performance platforms, including DART, Doubleclick, and MediaPlex;
- Understand Ad Serving fees and test whether Ad Serving fees have been correctly calculated (e.g., ties back to Doubleclick) and that fees have been passed back to clients at the agreed-upon contracted rates;
- Review pricing models (e.g., CPC or CPM pricing) and determine whether efficiencies may exist;
- Determine/assess whether a fair price has been received for digital display advertising;
- Assess whether the media planner performed appropriate due diligence to earn reasonable value across the market for clients and whether clients have received proper return on spending;
- Test whether the display advertising delivered in accordance with the plan and what has been actually billed to advertisers;
- Prepare executive summaries and detailed reports with graphic charts and back-up detail;
- Present final results to agencies and clients.
- Search Advertising:
- Review Search Engine Optimization (SEO) and Search Engine Marketing (SEM) techniques and processes;
- Understand Google Ad Words (buying platform) and key word buckets (broken by audience/segments) used across search engines;
- Use knowledge of standard keyword prices/rates and how they work across the major search engines (e.g., Google, Yahoo, Bing, and AOL) to test ccuracy and completeness of search billings;
- Review digital media plans and compare to campaign actuals and amounts paid;
- Test whether client has been accurately billed for search media activities;
- Review optimization strategies and provide recommendations to improve strategies;
- Prepare executive summaries and detailed reports with graphic charts and back-up detail;
- Prepare final results to agencies and clients.
- Social Media:
- Understand Facebook advertising products;
- Understand each social media platform (e.g., Facebook, Twitter, Instagram, Tumblr) and how they operate;
- Assess what type of content is published in each platform and whether it makes sense for the client;
- Understand Facebook targeting strategies;
- Assess whether client should buy via Facebook or through an Ad Network (e.g., Buddy Media, TBG, Blinq Media);
- Understand social monitoring platforms (e.g., Sysomos, Crimson Hexagon, etc.) that help advertisers measure trends as well as sentiment across social platforms;
- Assess buying via Cost Per Social Action (e.g., conversion behavior);
- Assess social amplification strategies (e.g., cross-platform promotions);
- Test whether advertiser client has been accurately billed for social media based upon contracts, etc.
- Analytics & Reporting (all digital media):
- Review Tagging, both at advertising level and at site level.
- Review Google Analytics and Omniture to assesst whether ads are effectively working.
- Test Search reporting.
- Recommend cost-effective solutions that strengthen the overall quality of digital media buys, mitigate risks, and improve operating efficiencies.
- Lead the preparation of digital media audit reports.
- Provide leadership, guidance, and coaching to staff team members to effectively execute digital media agency audits.
- Lead the development of digital media audit programs and tools.
- Actively participate in new business opportunities and marketing/sales efforts.
- Develop and maintain professional contacts internally, with outside organizations and applicable industry groups in order to improve awareness of operational and performance metrics, leading practices, and changes in digital media auditing techniques.
Qualifications
- 5+ years of digital media planning/buying experience, whether at digital media agencies, agency “trading” desks, and/or web publishers. If web publisher experience, prefer candidate to have prior digital media agency experience.
- Strong analytical skills and thinking.
- In-depth knowledge of digital media agency operations, including digital media plans, budgeting, buying, and related financial stewardship activities.
- Knowledge of marketing research and measurement tools, including Comscore, Nielsen, and Compete.
- Knowledge of Ad Trading Desks and how they operate.
- Knowledge of Ad Networks, Ad Exchanges, Demand Side Platforms (DSP’s), and current industry practices.
- Exposure to client and senior agency management essential.
- Ability to see the “big picture,” yet one who has the ability to be detail oriented.
- Excellent oral and written communications skills.
- Ability to multi-task (a must) and perform concurrent audits.
To Apply
Please email resumes for consideration to jason.carol@us.pwc.com.
