Media Proof of Performance

April 7, 2008

Objective

Make sure that the media ordered is being executed as authorized.

Responsibility

Advertiser is the final authority, but it is the ad/media agency that delivers the report and the medium purchased that supplies the proof.

Broad Overview of Requirements

All media invoices should be accompanied by a proof-of-performance document or affidavit statement included on the media invoice.

Proof of Performance by Medium and Timing

 

Broadcast

Immediate At Billing Media Post-Analysis
     
Day after confirmation from station logs (this may take longer for cable or syndicated purchases). Invoice acts as affidavit of performance and should report: date, length, time, and creative execution. By quarter, and should report delivery versus planned expectations.
Immediate reporting is very important in Direct-Response buying. All invoices must match up to prior approved purchase orders/brand budget reports/flowcharts. National buys can be posted the day after airing when needed.
    Set delivery schedule with agency at time of planning.

Print

Immediate At Billing Media Post-Analysis
     
Require copy of publication sent to key brand personnel and ask to have ad "flagged." Make sure position matched requested buy. Invoice must be accompanied with tear sheet. Invoice must match, date, size, creative requirements, positioning requirements. By quarter a positioning report should be issued. This should rate the magazine/newspaper against the planned buy.
Immediate reporting is very important in Direct-Response buying. Circulation analysis should be reviewed at least once each year to make sure the rate basis are being met. All invoices must match up to prior approved purchase orders/brand budget reports/flowcharts.

 

Source

"Media Proof of Performance." Jane Twyon, Owner, Worldwide Media Directors, and Affiliated Partner, Joanne Davis Consulting, Inc., 04/07/08.