What’s behind the movement to in-house advertising?
Marketing automation software has become ubiquitous, enabling companies to take full control of their online marketing funnels in-house — from outbound email marketing to inbound content marketing. Taking media buying in-house is a logical next step, with technology maturing leaps and bounds from the day the first banner ad was served in 1994.
Just like programmatic trading technology transformed financial services by removing middlemen and manual work, platforms that enable publisher-direct automated media buying are revolutionizing the online advertising industry. Thanks to access to self-serve tools like Google AdWords, many companies are already developing digital advertising expertise in-house.
As automation software has advanced the way traditional marketing teams work, an army of marketing professionals formed alongside these industry and technology developments. Modern marketers have an innate understanding of how to best reach customers through deep communications, creative, and analytical skills. When armed with the right technology, these in-house marketing professionals are incredibly effective at delivering the right message, at the right time, to the right people.
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