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This article originally appeared on IBM’s THINK Marketing blog.
Is your agency taking advantage of you?
A recent bombshell report from the Association of National Advertisers (ANA) found that problematic practices such as rebates between media companies and agencies, markups as high as 90%, and dual rate cards are pervasive among agencies; often at the expense of clients’ best interests. In response to growing dissatisfaction around this lack of transparency, nearly two-thirds of top US advertisers are planning to review their creative agencies next year.
If you’re also concerned about data control, speed to market, and the ability to track exactly where your ad dollars are going, it may be worth considering the switch to an in-house advertising model.
Aside from increased transparency, businesses can benefit from in-house advertising in several ways. Bringing your advertising team in-house means you’re paying for ads, not for middlemen. This is especially important when you factor in that the average media markup from ad networks and intermediaries is 40%. Direct-to-publisher buying removes the media markup costs of ad networks and other resellers.
When digital ad budgets aren’t siloed across various third-party partners, marketing teams can benefit from cross-channel learnings. Additionally, in-house advertising gives campaign managers the power to move quickly and autonomously, providing the added flexibility to respond to new market opportunities and pivot at will.
In-house marketers typically possess a set of skills that are highly valuable for business, including:
1. Hypothesis-Driven Testing: In-house marketers are constantly asking “What will happen if…” and using analytics as a magic 8-ball.
2. A Drive For Constant Improvement: After analyzing campaign performance, in-house marketers immediately begin to troubleshoot poor ROI, or iterate on similar themes and audiences from successful campaigns.
3. Collaborative Focus: In-house marketers don’t exist in a silo; the best continually sync with outside team members to ensure branding unification and alignment of business goals.
These digital marketers are not only excited to uncover insights through data, but they’re also eager to share their analysis with other teams and are receptive to cross-functional collaboration. Here is one example of how in-house advertising teams can work cross-functionally:
Once you’ve hired top in-house advertising talent, how do you lay the foundation for success? The most important step is arming your in-house team with the right advertising automation software. Automation software gives your team the tools they need most to meet and exceed your company’s user acquisition and retention goals.
Because software can create global direct response campaigns in minutes, your team is free to scale and optimize performance based on real-time reporting and predictive lifetime value insights. With advertising automation software, in-house advertisers are empowered to use their firsthand brand knowledge and industry expertise to make quick decisions and seize opportunities as they emerge.
Ready to take control of your digital advertising? Get practical insight and tips on how to set an in-house team up for performance marketing success.
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