Digiday Research: In-housing saves money but retaining staff is tough
Talent remains the biggest challenge for brands managing their marketing operations in-house. In a survey of 53 brand marketers, all of whom have in-housed at least some marketing functions, 43% of them said they “disagreed” with the statement that in-housing has made it easier to hire and retain staff. Only 527% said they agreed strongly with that statement.
The survey also asked about some other effects of in-housing. Three-quarters of respondents said it had improved speed and agility, while 68% of respondents said it had reduced marketing overhead costs.
Marketers are doing more work in-house than ever before. In a survey of 67 brand marketers by Digiday this fall, only 17% of respondents said they were “mostly using agencies” for marketing tasks, while no respondents said they’re completely relying on agencies.
About 53% of respondents said they’re managing their marketing either 100% or “mostly” in-house.
These findings are mostly in line with the Association of National Advertisers, whose July report found that 78% of its members have an in-house agency, up from only 58% in 2013.
What brands are taking in-house varies. About 70% of respondents said they’re managing all brand strategy in house, while programmatic ad buying — probably the hardest function to build an in-house team for, is only being managed in-house by 23% of respondents.
‘We knew it would impact our business negatively’: How joining the Facebook boycott affected one small advertiser
For small boycotting advertisers like JibJab, staying off the Facebook advertising ecosystem permanently is untenable.
‘Exceeded our marketers readiness’: As e-commerce growth accelerates, Dentsu is adding a new practice to meet the demand
The commerce practice was already in the works but the pandemic and changing consumer behavior due to the pandemic accelerated it.
‘Hooked on the Facebook drug’: Media buyers say smaller brands will return to the platform, but bigger brands will continue to boycott
Large consumer brands aren’t happy with Facebook’s response to the boycott so far and will likely wait until fall to reconsider the boycott.
SponsoredPublishers: Assessing risk and ensuring payments in times of crisis
As the industry navigates the continued impacts of COVID-19, here’s the questions publishers should ask their programmatic partners or ad management providers to protect themselves from clawbacks and lost revenue.
Nobody in elevators, fewer gag lines: How an agency is remaking its ads to fit the coronavirus era
The process has allowed the full-service agency to enlist its post-production arm to help its clients adjust ads rather than press pause on advertising due to the ad content.
Member Exclusive‘People have to be more aware of bullshitters’: Why there’s a push for more realism in advertising now
In advertising, there’s long-been a “fraud problem” in that the industry has a surplus of poseurs or bullshitters.