At the Digiday Marketing Summit in December, we sat down with over 30 industry executives from major brands across the U.S. to discuss developing trends such as making branded content work. Check out our earlier research on brands’ level of concern about brand safety here. Learn more about our upcoming events here.

Top findings:

  • Fifty-six percent of brands plan to move more of their marketing in-house in 2018.
  • Almost seven in 10 (69 percent) conduct over half of their marketing internally.
  • By the end of 2017, all brands conducted at least some of their marketing in-house, compared to 12 percent that did none of their marketing in-house at the beginning of that year.

2017 was the first year since the Great Recession that the advertising industry lost jobs, according to the Bureau of Labor Statistics. It appears that trend could continue, based on the results of Digiday’s recent survey. Digiday’s survey also revealed a spike in how much marketing brands did internally in 2017, with all brands saying they performed at least some of their marketing in-house by year-end, up from 88 percent at the beginning of the year.

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