Online Cases
Case 1: Incorrect Ad Tech Fees
Situation: As part of a comprehensive online audit (set up, strategy, costs and conditions) for a client in the drinks category KoMeT also analysed Ad Tech costs.
Action: Through deep analysis of scope, contract and follow-ups with the agency KoMeT established that the agency had used an ad tech provider for services that were covered by base fees and had invoiced the costs to the client. Further follow-ups showed that the costs of the ad tech provider had been invoiced to the client over several years.
Result: KoMeT led the subsequent negotiations with the agency which resulted in the client receiving six figure compensation.
Case 2: Inefficient Platforms and Misleading Reports
Situation: Another client in drinks category had branding campaigns with a focus on online video. The reports and agency evaluations showed that Social Media platforms were particularly efficient and these were heavily booked.
Action: KoMeT analysed the campaigns across platforms using KOMS systems and methods. Our analysis showed that the agency data simply used the standard metrics of the respective publishers and that social media was in fact very expensive on a cost per completed view basis – the priority was to have users watching the complete spots.
Result: The strategy was adjusted for future campaigns which resulted in an efficiency increase of 30%. Reports were changed in line with KoMeT recommendation so that they showed the actual campaign KPIs across platforms.
Case 3: Poor Programmatic Targeting
Situation: For a client in a specialist „beauty” category the agency recommended and carried out a programmatic buy. The focus was on targeting beauty related subjects and interests.
Action: A systematic analysis of the data by KoMeT using KOMS methodology showed that over 40% of views were on one TV Programme Guide site, far removed from “beauty”. The targeting was effectively “all women” – only approx. 20% of views were on sites related to beauty or similar.
Result: The client switched to a content/context strategy and so not only reached the target audience but also saved programmatic costs.