Staff Reporters
May 28, 2010

44 per cent of marketers in Asia-Pacific are not satisfied with media auditing : WFA

ASIA-PACIFIC - The World Federation of Advertisers (WFA) announced that 56 per cent of advertisers in Asia-Pacific feels they get value for money from their media auditors, and 50 per cent remarked that the 'pools are too small for larger advertisers'.

The World Federation of Advertisers guidelines 2010
The World Federation of Advertisers guidelines 2010
Rahul Welde, vice-president of media at Unilever Asia AMET and chairman of WFA APAC media & marketing network, states: “It’s clear that media auditing is an increasingly useful asset for marketers. However standards in some regions, and certain media, still have a great deal of room for improvement.”

WFA has also released media auditing guidelines to help marketers choose and use media auditors. The topics in the guidelines include the challenges of transparency, media inflation, online and interactive media.

36 individual companies took part in the WFA survey in December 2009. They represent US$40 billion in media spend globally.

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