Transitioning to the Age of in-housing
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Presented by Steve Chester, Director of Media, ISBA at Digiday Brand Summit Europe, November 2018
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Transitioning to the Age of in-housing
- 1. Digiday Brand Summit: Transitioning to the Age of In-Housing 28th November 2018
- 2. We represent the leading UK advertisers – over 3,000 brands across a range of sectors We champion the needs of marketers through advocacy We offer members thought leadership, consultancy services, a programme of capability & networking We influence necessary change and speak with one voice to all stakeholders (including agencies, regulators, platform owners and government) About ISBA
- 4. New ISBA In-housing Group
- 5. Brands moving capabilities in-house
- 6. What is in-housing? • In-housing – An advertiser taking direct control of an element of marketing • Out-sourcing – Paying someone else to do it for you SOURCE: Ebiquity
- 7. Total UK Ad Spend 2017
- 8. Total UK Ad Spend 2017
- 9. Digital display accounts for almost 19% of UK adspend
- 11. Programmatic Supply Chain Transparency SOURCE:WFA Compendium of Ad Fraud Knowledge for Media Investors 2016
- 12. Programmatic Supply Chain Transparency SOURCE: ANA/ACA/AD/FIN/Ebiquity Programmatic: Seeing Through the Financial Fog 2017
- 13. Global Ad Fraud, Viewability & Brand Safety – H1 2017 SOURCE: IAS AD QUALITY REPORT H1 2017
- 14. Brand safety – front page news & now boardroom priority Feb 2017 (UK) Nov 2017 (UK) Apr 2017 (US) Aug 2018 (UK)
- 15. ISBA/Oliver In-house agency survey SOURCE: ISBA/Oliver In-house Agency Survey 2017
- 16. ISBA/Oliver In-house agency survey Reasons for using 3rd party suppliers SOURCE: ISBA/Oliver In-house Agency Survey 2017
- 17. 78% of US advertisers have an in-house agency SOURCE: ANA 2018 In-house Agency Report
- 18. Cost efficiency rated as key benefit to in-housing SOURCE: ANA 2018 In-house Agency Report
- 19. Media in-housing on the rise SOURCE: ANA 2018 In-house Agency Report
- 20. Sharp rise in programmatic in-housing SOURCE: ANA 2018 In-house Agency Report
- 21. 06 05 04 01 02 03 Possible benefits Greater alignment of objectives and outcomes Better ROI?Greater transparency of supply chains & efficiency Greater control including customer data Staff who are invested and live and breathe the brand Improved/single customer view Possible pros for in-housing
- 22. 06 05 04 01 02 03 Possible challenges Lack of flexibility of resourcing Complexity and management of tech Decreased buying power/increased front-end pricing? Access to cutting edge knowledge & expertise Remaining fresh and innovativeCompetition for and retention of talent Possible cons for in-housing
- 23. Cost/capital expenditure Timelines Location Culture Other considerations
- 24. Timelines “If we had known how long it would take we may not have undertaken it” [but we’re glad we did it]
- 25. Cost/capital expenditure Timelines Location Culture Other considerations
- 27. Cost/capital expenditure Timelines Location Culture Other considerations
- 28. Final thoughts 1. In-housing will not be right for everyone or everything 2. Consider what model/flavour of in-housing is right for you. What are you trying to achieve and then establish what will deliver that. It’s not all or nothing. 3. Seek independent advisors – specialists, peers, trade associations 4. Seek forums like these. Learn from other brands. Be prepared to share. 5. Be prepared to invest in the long game
- 29. Questions?
- 30. 12 Henrietta Street Covent Garden London WC2E 8LH Stephen Chester Director of Media StephenC@isba.org.uk T: 020 7291 9020 F: 020 7291 9030 E: info@isba.org.uk www.isba.org.uk "Leaders inspire accountability through their ability to accept responsibility before they place blame." For further information please contact:
Editor's Notes
- No one size fits all One brand - taking account management of agency in-house Another brand - in-housing as part of journey to change brand perception and taking control of data and moving away from paid media altogether. In-housing Creative Content Production Media Data & Analytics
- ANA 30% have programmatic capabilities in house vs 44% who have not Among those who do not have in-house programmatic capabilities or don’t know, only 15 percent have considered adding such capabilities in the next year. This indicates that the movement towards in-house programmatic media buying has likely peaked IAB Programmatic In-housing Study Full in-housing is in the minority – 18% of brands claim to in-house all programmatic buying functions Hybrid in-housing is prevalent – 47% of brands have partially moved programmatic functions in house which means that they are outsourcing tasks to media agencies and/or DSP partners Tested but not taking – another 13% have trialed an in-house programmatic operation and have decided not to go forward Abstention – 22% of brands don’t currently intend to develop an in-house capability
- Mention Vodafone setting-up team in London