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The author notes that more traditional brands are opting for a hybrid in-housing approach where they only outsource buying.   

This piece describes the shifts in in-housing and what it translates to for the agency landscape. The article states that the roots of in-housing were observed as early as 2001, with the trend being more prevalent around 2008.

The last three to four years have seen established brands move large elements of their digital marketing in-house while collaborating with ad-tech partners. These companies have reported benefits such as increased agility, marketing speed and reaction times.

A maturing market will see advertisers leaving the “heavy lifting” in buying to a new type of vendor.  They will begin opting for smaller, technically savvy and specialised agencies over networks.  The author suggests that clients will now begin to lead on media strategy, measurement and budget assignment.

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[5 minute read]

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