Transparency and accountability are two topics that continue to be on the marketing agenda. Do we have visibility on ad performance? Are our advertising budgets optimized and generate new net revenues?
Unfortunately, many marketing teams have not yet answered these questions. They are tired of brands and the media and hide their data in a proverbial "black box" from agencies or other actors. They want more control over their data and better performance.
So it is not surprising that digital marketers are continuing the trend of taking things in hand, especially digital advertising. The Association of National Advertisers (ANA) reported that 78% of their members had an internal agency in 2018, up from 58% in 2013 and 42% in 2008.
Netflix and Sprint , L'Oréal, Booking.com and Unilever all reported that the savings achieved in this sector had resulted in savings and speed of advertising campaigns. While the benefits are obvious, any company that operates in-house should expect strategic and cultural adjustments.
To drive large-scale advertising campaigns, the transition from outsourced digital advertising to internal digital advertising must begin with focus. have the right people and the right technology in place.
Create an environment conducive to inner strategy
First, recognize what the team will have to perform now. This includes researching and experimenting with new advertising opportunities; analyze the performance indicators of the campaigns; It is also essential to define the roles and responsibilities of the team – from creative management and campaign to analysis through technical support. Try to train and recruit employees with the following characteristics in mind:
Analytical – They love to browse cross tables and immerse themselves in spreadsheets to understand what conditions the performance. Creative – They know that marketing programs are equal parts of data analysis and a good creative design. Some unicorns can use their right and left brains to offer innovative solutions. Organized and meticulous – They compile lists of things to do obsessively and can not pass on experiments.
Also, do not limit yourself to people with traditional advertising experience (ie paid search, display advertising, media buying). Industry expertise is an asset, but it can greatly reduce your pool of candidates. A person eager to learn having a background in finance, accounting or even visual design could bring new ideas and perspectives to the team.
Determine if you need to buy or develop a technology
. your programming platform from the base will provide complete control, although it usually comes with much higher costs. Often, only companies that spend more than $ 100 million a year in paid media take this route because they can afford engineering resources and data scientists.
On the other hand, "buy" a platform of ad-tech software, such as -a-service (SaaS) provider or even using the free native platforms on each channel (the latter means less cross-channel control) causes a lot less headaches than starting from scratch.
Each path will depend on the right technical components in place. For open web advertising, this means implementing a Demand Side Platform (DSP). Even if you only buy multimedia content on Facebook or Google, you will still need a creative advertising production plan. You'll also need to determine how much control you want on your campaigns so you can adjust your target audience or bid amount. With that in mind, think carefully about the user interface and reporting features.
"The purchase or construction" can be a very controversial conversation, but it eventually returns to:
Will your team get enough? Can you accurately report and attribute the success or failure of your advertising campaign?
It is okay to start slowly with housing, knowing that the benefits will flow.
In addition to having more control and a clearer view of ad performance, home integration will save money. By eliminating middlemen, you eliminate massive markups in the media. And that means more budget to spend on real media, your team can raise bids and reach a wider audience.
Not only will you have more control over your campaigns, but also your data. This data is a treasure trove of information about the behavior of your best customers and prospects. This information will give you the freedom to create relevant, engaging and personalized advertising.
Your team will also benefit from a comprehensive view of multichannel performance gains, as digital ad budgets are not silenced by third parties. the partners. Most marketers cite faster turnaround time as a key benefit of the internal approach.
Perhaps more importantly, no one understands customers and potential customers as your own team. Integrating this in-house expertise into the digital advertising process is an untapped opportunity. You will be able to concretely use your internal expertise!
The trend in the housing sector shows no signs of slowing down; However, not all organizations have the resources to manage this change. If the benefits are interesting but the change is discouraging, start slowly. It may be enough to take a channel internally and assign ownership to only one member of the team.
This does not have to happen overnight, but internal advertising is one of the best ways to improve the performance of your digital advertising campaigns.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Ryan is a results-driven marketing leader who specializes in the development of business strategies. successful growth and commercialization. As Vice President of Marketing at Nanigans Ryan is responsible for market positioning, demand generation, thought leadership and integrated marketing around the world. Before Nanigans, Ryan was part of the founding team of Bridj, an emerging transit network, where he oversaw all areas of marketing, including market expansion and strategy optimization. digital growth and in the field. Before Bridj, Ryan began his career as a lawyer.