Launching in a new market, or wondering why performance drops in one? A media landscape audit shows you exactly how local audiences consume media, so every channel decision is backed by evidence instead of assumption. We combine [using “digital media planning” as synonym for media landscape audit] research with cultural and linguistic insight, so you’re not just told what’s happening, you’re told why.
Most media audits stop at the numbers. Ours explain why a message lands in one market and falls flat in the next.
Campaigns rarely fail everywhere at once. They fail in specific markets, on specific channels, for specific reasons: a mistranslated headline, a landing page that doesn’t match the ad, a keyword strategy built for the wrong search intent. Left unchecked, these gaps quietly drain budget and mislead your reporting.
We research local media habits, platform preferences and audience behaviour, and combine it with a technical audit of your live campaigns. That means checking ad-group structure, headlines, CTAs, keyword targeting, landing pages, and how well your localised content actually reflects the source strategy.
One Audit, A Complete Picture of Your Media Performance
We can review any combination of the following, scoped to your brief:
- Local media habits and platform or channel preferences
- Audience profiles and geographies, so targeting matches who’s actually there
- Search behaviour and keyword intent across markets
- Paid search and paid social activity, alongside organic content performance
- Path to purchase, checking landing pages and ad copy stay aligned
- Targeting efficiency and cross-channel consistency
- Performance differences between languages, and the localisation issues causing them
Before You Launch, or After You’re Already Live
Use a media landscape audit before a campaign, to inform planning and targeting from day one. Or bring us in during or after activity, when performance differs between markets and you need to know exactly why.
What a Cross-Channel Audit Actually Finds
10 markets audited for a global fashion group, spanning Asia Pacific and beyond. 2 channels reviewed, paid and organic media assessed side by side. 60 slides of insight, prioritised recommendations from quick wins to advanced fixes.
We used our Performance Linguistics® methodology to identify and prioritise the issues affecting performance across paid search, paid social and organic content, addressing foundational problems first before moving on to advanced optimisations like GEO.
How We Work
Audit ad group structure. Weak headlines, unclear CTAs or poor ad-group distribution lower quality scores before a single euro is spent.
Review keyword targeting. We run Search Query Reports to refine targeting on relevant terms and negate irrelevant intent.
Check path to purchase. Landing pages and ad copy misaligned with the customer journey disrupt conversions, so we test the whole path.
Confirm localisation accuracy. Translation errors or missing information in ad copy and landing pages quietly erode relevance in every market they touch.
Where Audience Insight Meets Cultural Nuance
This pillar has a strong focus on culture and linguistics. We conduct in-market desk research, often using platforms like GWI and Statista, to build consumer profiles and understand category trends, then layer in social listening to understand what local consumers are actually discussing.
For one campaign targeting international travellers, this approach delivered recommendations on social imagery, design-led publishers for media buys, and cultural checks of cross-channel ad copy, all before a single euro of media spend went live.
Multilingual Social Listening also supports this pillar when the brief calls for understanding platform conversations, emerging themes and channel-specific sentiment. Read more about our approach to competitor and audience listening.