New digital auditing tool a game changer for IPG Mediabrands Reprise

IPG Mediabrands’ Reprise launches digital auditing platform

IPG Mediabrands Reprise unveiled the Digital Experience Audit, a digital auditing platform that is designed to measure overall performance and progress of client campaigns.

DXA’s auditing process will allow clients to see the steps in the lifecycle of a campaign and review its overall success.

According to Graham Wilkinson, Reprise global head of product, the DXA was designed to monitor the progress of the campaign and allow the agency to make changes efficiently. He also said that the auditing platform looks at specific digital channels including paid search and social, organic search, and mobile.

“This can make all the difference in the world when it comes to gauging the overall success of a campaign. As DXA continues to evolve, additional audit channels will be added to make the product even stronger,” said Wilkinson.

Reprise APAC managing director Ben Poole said their APAC clients were demanding a faster approach to identifying gaps in consumer and marketing performance.

“DXA delivers on that, and more, with a simple cross-channel scoring system and recommended actions for score improvement. Better scores mean better consumer experiences and better business outcomes for brands. DXA will provide the backbone to our future client solutions,” he added.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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