JPMorgan, Unilever, P&G as well as NETFLIX have been doing it for years, but now everyone else is catching on! There is an emerging trend amongst companies in all industries to bring media buying in-house. Bayer is amongst the latest to join the ranks of this change in their digital marketing.
Why are companies doing this? For many years companies have been relying on Digital Agencies to ideate campaigns, create marketing strategies and execute. However as technology has advanced, digital has become more common knowledge and companies are under pressure to compete - the digital agency landscape has unravelled. Long gone are the days of big accounts, fraudulent accounting, "skimming off the top," as companies have gotten wise to where their dollars are not going - to the ad campaigns.
As the demand for digital media presence increases, companies are taking back control of their media to have better ROI, effectiveness, efficiency and ROAS on their dollars. In some cases, companies are seeing 20%-30% cost reductions for the same volume and presence of media as a result of the savings from doing it in-house vs with an agency and therefore re-investing the savings back into digital ads and online presence.
In-House killed the agency star!! *sung to the tune of video killed the radio star.*
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