Nestlé and WPP Media discuss the strategic evolution of media audits

The current media landscape, with its widespread fragmentation, growing use of AI, and strict data privacy regulations, is dramatically reshaping the purpose and practice of media audits. In their recent appearance on the IAA Power podcast, Tina Beuchler (Head of Media, Consumer Engagement, Social Media & Partnerships, Nestlé Europe) Jolanta Borowska (Head of Marketing and Consumer Communication, Nestlé CEE, and Board Lead IAA Council Partnership in Business) and Michael Karg (CEO Europe, WPP Media) discussed this evolution. 

Expansion of media audit scope

The modern media audit scope has expanded beyond its traditional role of verification and benchmarking, now encompassing broader, more diverse audit types, such as digital process and programmatic audits, alongside the traditional cost-based audit.  

Combining insights across these audit types allows clients to understand value opportunities across their investment profile and consider the impact of such opportunities on their marketing objectives and business results.   

WPP Media is working collaboratively with our clients and auditing partners, fostering a culture of transparent accountability to pioneer new frameworks as media channels continue to evolve.

Quantifying value beyond price 

While cost efficiency remains a critical consideration, our collective focus on broader business value is key. This involves quantifying outcomes beyond just price and encouraging sharing of critical business data such as sales figures and brand perception studies to link performance to overall outcomes.   

Agency KPIs are now vast - encompassing outcomes like increased awareness, consideration and sales uplift, critical quality metrics like viewability and attention, as well as stringent governance protocols focused on ensuring compliance to aligned rules, processes and ways of working. 

Agencies are showcasing value through leveraging innovation, technology and strategic partnerships to increase value for clients. 

A forward-looking tool for continuous improvement 

Media audits now extend far beyond retrospective reporting, playing a critical role as forward-looking planning tools. We see the industry advocating a move away from sporadic, year-end reviews towards more frequent, lighter-touch audits that can support in real-time planning cycles.  

This iterative approach, embedded in strong client-agency partnerships, facilitates continuous learning and optimisation. The podcast discusses examples such as programmatic audits to reduce digital wastage, new digital execution standards, refined briefing processes and highlights how actionable insights can translate into substantial gains.  

Navigating future trends and evolving media channels 

Looking ahead, Tina and Michael discuss how the audit landscape will continue to be shaped by emerging technologies and media channels. 

For example, the integration of AI in media buying driving new verification methodologies to focus on algorithmic performance, ensure brand safety guardrails, identify potential bias, and prevent unintended “drift”.  Similarly, the rise of retail media requiring specialised measurement, comparing its outcomes against other opportunities and ensuring adherence to consistent quality standards.  

Transparency and accountability will continue to be paramount, potentially driven by increased reliance on secure API data access, but coupled with human interpretation to provide crucial context.  

Transparency and accountability will continue to be paramount, potentially driven by increased reliance on secure API data access, but coupled with human interpretation to provide crucial context.  

Building trust and collaborative partnerships   

This evolving future also suggests the need for industry-wide governance to fuel trust and collaboration, with a call for a governing body for media auditors to establish best practices and bolster industry confidence, similar to that which operates for financial auditing. 

Ultimately, the prevailing sentiment is a profound mindset shift, from a compliance-centric approach to one of collaborative trust. Clients, agencies, and auditors are increasingly sharing accountability for verifiable business outcomes and moving towards growing strategic partnerships which drive a continuous improvement culture for everyone.