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In-House Advertising

At Nanigans, we believe in the in-house advertiser.

In-House-Advertising

Management of digital ad spend is moving from outside agencies and third party vendors to in-house teams. When armed with best-in-class ad automation software, an individual in-house advertiser can achieve scale, efficiencies, and performance at or beyond what’s possible through third-party teams.

Why is in-house advertising becoming so prevalent?

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 natural extension of this, with technology maturing leaps and bounds from when the first banner ad was served in 1994.

Ad-Engine-Performance-AnalysisJust like programmatic trading technology transformed financial services by removing middlemen and manual work, self-service publisher-direct automated media buying platforms are similarly transforming the online advertising industry. We’re already seeing teams of in-house search advertising expertise developed thanks to access to self-serve tools like Google AdWords.

An army of marketing professionals has been developed and groomed alongside these industry and technology maturations, with a keen 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.

What are the benefits of taking advertising in-house?

Companies cite many reasons and benefits around taking their advertising in-house:

Cost Savings

Funnel more of your advertising budget to the actual ads. The cost-benefit analysis of taking advertising from an external agency or ad network to in-house is an easy one. In-house advertisers with publisher-direct media buying software benefit from the cost savings of (1) not paying agency managed services premiums and (2) avoiding media markup margins demanded by ad networks – which can range from 50% to 100%. This means more of your budget can be funneled to what matters most: reaching more customers with ads, and reaching higher value customers who may require higher bids to win.  

Control

Retain ownership over your performance. In-house marketers thrive on the ability to execute campaigns without having to work through a third party. In-house advertisers can keep total control over how their products and services are marketed, from ad design and testing to how campaigns are optimized and reported.

Expertise

Put your industry knowledge to work. No one understands a company’s customers, products, and industry better than the internal marketing team that lives and breathes these every day. In-house advertisers can leverage industry expertise to maximize the effectiveness and scale of their campaigns. Deep product and customer knowledge position in-house advertisers to run high-performing campaigns like no third party ever could. 

Speed

React quickly and autonomously. Real-time marketing is here. Multiple external partners can slow down decision-making and execution, and time is a luxury smart marketers cannot afford in today’s fast-paced and always-on online world. In-house advertisers are free to test and scale campaigns quickly, react to new market opportunities, and pivot at will. 

Transparency

Own your data with full transparency. The most successful companies today understand the value of customer data and insights. Running advertising in-house using robust automation software allows marketers to keep their most important data assets like revenue and purchase events under tight control, as well as leverage all their data at hand to inform better performance. 

Who’s taking their advertising in-house?

Wayfair-Dashlane-WoogaNanigans has worked with large-scale performance marketers from a variety of industries across the globe and found that companies that evolved online or base their business there are best positioned and eager to take their digital media buying in-house.

Gaming, eCommerce and other pure play Internet companies like online travel agencies and mobile app developers are typically first-to-market, quick to move, and constantly looking to improve their online customer acquisition and remarking efforts by testing, iterating, and analyzing data.

Does this sound like you and your company? If you’re ready to take your advertising in-house (or take your current efforts to the next level), Nanigans is here to help with best-in-class ad automation software and the vertical-expertise and cross-functional resources required to take advantage of all our software has to offer.

Advertise In-House with Nanigans