Deloitte Anjin Launches Industry-Only 'Advertising Cost Effectiveness Diagnosis' Service

[Asia Economy Reporter Ji-hwan Park] Deloitte Anjin Accounting Corporation announced on the 7th that it has formed a dedicated 'Media Assurance' team to evaluate the efficiency of corporate advertising execution and the appropriateness of budgets by media, and will officially launch new services. The media consulting team specializing in media assurance is the only organization among the Big 4 accounting firms in Korea.

In the global advertising market, media assurance services, which involve third-party verification of media activities to enhance transparency and improve efficiency in advertising execution, have become widespread and are recognized for contributing to the advancement of the overall advertising industry.

According to a 2018 survey of 56 major members of the World Federation of Advertisers (WFA), over 90% of advertisers utilize benchmarking for media assurance services and price verification. 81% use regular or permanent media assurance services.

In particular, 71% of advertisers responded that such services are indispensable for establishing an objective perspective on media value, emphasizing the importance of media assurance services.

Despite the domestic advertising market ranking 7th globally with approximately 14 trillion KRW as of last year, there are criticisms that advertisers, advertising agencies, and the industry as a whole have low awareness of transparency and efficiency verification of advertising expenses, and that verification systems and specialized personnel are lacking.

Deloitte Anjin has launched a media consulting team composed of marketing and media experts to maximize the effectiveness of advertising expenses for companies in the increasingly diversified advertising market. They plan to actively develop the market by officially introducing media assurance services that provide media solutions to expand consumer touchpoints.

Media assurance services focus on clearly understanding the resources a company has and the characteristics of various media to reduce advertising expenses that have low target customer reach rates and ensure that appropriate budgets are allocated to optimized media, as advertising budgets constitute the largest portion of corporate marketing activities.

The Deloitte Anjin media consulting team analyzes the appropriateness of advertising budgets by media and checks actual execution, provides optimal media mix modeling for achieving advertising KPIs, marketing and advertising benchmarking services analyzing competitors and global companies, as well as Consumer Decision Journey (CDJ) services covering consumer product exploration, search, comparison, and purchase.

In addition to accountants, Deloitte Anjin has recruited experts with extensive experience in e-commerce analysis, advertising expense optimization verification, and optimal media mix from Korea’s top research firms and leading advertising agencies, strengthening its capabilities. To provide high-quality services that meet global standards, Deloitte AP and the global network will strategically collaborate.

Lim Jeong-hoon, leader of Deloitte Anjin’s media consulting team, stated, "As objective advertising assurance issues are becoming increasingly important, we will establish trust in the advertising market through this media assurance service and support companies in conducting more efficient advertising marketing activities."