Transparency and attribution are two topics that continue to end up on marketers’ agendas. Do we have visibility into how ads are performing? Are our ad budgets optimized and driving net-new revenue?
Unfortunately, many marketing teams are still left with these questions unanswered. They’ve grown tired of media mark-ups and having their data hidden in a proverbial “black box” by agencies or other players. They want more control over their data and better performance.
So it’s no surprise digital marketers are continuing the trend of taking matters into their own hands – specifically, digital advertising. The Association of National Advertisers (ANA) has reported that 78 percent of their members had an in-house agency in 2018, versus 58 percent in 2013 and 42 percent in 2008.
Netflix and Target were in-housing pioneers, and Sprint, L’Oreal, Booking.com and Unilever have all reported that in-housing has saved money and helped execute ad campaigns faster. While the benefits are clear, any company making the in-house move should expect strategic and cultural adjustments.
To run ad campaigns at scale, the transition from outsourced to in-house digital advertising needs to start with a focus on having the right people and tech in place.