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What is “in-house” and is it right for me?
Will AshtonManaging
Director, EMEA19 June 2014
Advertising Automation Software
MARKETING MONEYBALL:
Why In-House Advertising Changes Everything
Advertising Automation Software
The rise of marketing automation
The Internet has fundamentally changed how businesses reach consumers.
Marketing automation platforms have enabled businesses to bring everything from outbound email marketing to inbound content marketing in-house.
Advertising Automation Software
Ad automation following marketing
Databases CRMMarketing
AutomationAdvertising Automation
The normal pace at which businesses develop and plot out learning and assignments will not suffice. Speed, nimbleness, and imagination are crucial.
Partha IyengarVice PresidentGartner
Advertising Automation Software
In-house: A growing trend
40.9%
Branding 59.1
%
Direct Response
58% 56% 52%
of marketers currently utilize in-
house teams, a 16% increase from
2008
of marketers have moved established business from an
agency to in-house
of marketers are assigning digital, social & mobile
functions in-house
Association of National AdvertisersSeptember 2013
Advertising Automation Software
Programmatic on the rise
AdExchanger’s State of Programmatic Media Report2014
Almost two-thirds of marketers plan to double their programmatic ad spend over the next 12 months
2/3
One-fourth of marketers plan to spend at least 80% of their budgets programmatically
1/4
Advertising Automation Software
Why are companies taking advertising in-house?
Advertising Automation Software
Benefits of in-house advertising
Taking advertising in-house means freedom.
Freedom to react quickly to market shifts, spend more time on strategy, and focus on the metrics that matter most.
Advertising Automation Software
In-house can bring large cost savings
A company spending £1,000,000 annually on digital advertising can save £200,000 by taking their advertising in-house.
Through a 3rd Party Using Software In-House
Annual digital advertising budget £1,000,000 £1,000,000
Average managed services premium of third party (30% of spend) £300,000 £0
Cost of in house performance marketer £0 £50,000
Annual software subscription (5%) £0 £50,000
Annual budget for actual ad placements £700,000 £900,000
Apple is driven not by a desire for more efficiency, but one to keep intellectual property within its walls and retain more ownership over its creative work.
Ann-Christine DiazAdvertising AgeSeptember 2013
Advertising Automation Software
In-house gives you greater control
In-house advertisers benefit from having total control over how their products are marketed.
Ad Creation Ad Testing Campaign Optimization
Campaign Reporting
Marketing teams that control digital advertising in-house across multiple channels benefit from cross-channel learnings and performance gains.
Advertising Automation Software
Develop expertise in internal teams
Make the most of your in-house knowledge.
94%
The vast majority of CMOs (94%) plan to accelerate the introduction of advanced (predictive) analytics and mobile apps into their business in the next 3-5 years.
IBM Global C-Suite Study2013
Advertising Automation Software
Make changes on the fly
React quickly and autonomously.
of marketers cite faster turnaround time as an advantage of the in-house approach
Association of National AdvertisersSeptember 2013
71%
Advertising Automation Software
Avoid unnecessary downtime
If a marketer runs a planned promotion over the weekend and inventory runs out, campaign adjustments must happen fast.
STOP
Stop the Campaign
Reroute to Another Sale
Danger of outsourcing
It’s been very clear for quite some time that agencies need to be much more agile and faster to respond, and that’s what real-time marketing has pushed us all toward.
Nancy HillPresident and CEO4A’s
Advertising Automation Software
Know where your money is being spent
Keep your digital media budget in plain sight.
of advertisers believe that a tool that provides transparency is ideal for better managing digital media spend
AudienceScienceNovember 2013
40%
Advertising Automation Software
In house isn’t always the right solution
A channel should be established before it is brought in house
Simpler, safer approaches may be better executed by an agency
You need to be running enough volume to justify hiring
Advertising Automation Software
How do I build my team?
Advertising Automation Software
Get the right team. And keep them.
All strong teams need a strong leader
Specialism is preferable to generalism
Skills must be kept current
Buy/build the right tools
Empower your team
Advertising Automation Software
Anatomy of an in-house marketer
In-house teams can consist of one or more skilled operators focused on user acquisition and retention.
In-house marketers should be:
Highly numerate
Analytical, technical ad comfortable with large data sets
Creative problem solvers
Strong communicators able to interact with other internal teams
Advertising Automation Software
Conclusion
Advertising Automation Software
Launching far more cost
effective ad campaigns
Unmatched in-house knowledge of
customers, products, and market environment
Benefits of in-house advertising
Marketers who leverage in-house ad automation software to purchase media directly from publishers as opposed to through agencies or ad networks can benefit from:
Ownership and transparency of
data
If you bring that team in-house, you have an opportunity to share cross-channel findings, be agile, to do more with programmatic. That’s an amazing opportunity to take advantage of.
Kathy O’DowdProgrammatic BuyingNetflix
Advertising Automation Software
We believe in the in-house advertiser.
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