With brands increasingly seeking more control and transparency into their digital media spend, many marketers have decided to take matters into their own hands. And while two years ago programmatic in-housing was more talk than reality—a 2017 study showed just 1.4% of respondents actually followed through with it – our new research reveals that that’s rapidly changing.
In our recent survey of U.S. marketers conducted by research firm Advertiser Perceptions, we learned that 80% of marketers currently have in-house programmatic media-buying capabilities, and 85% plan to bring even more advertising functions in-house within the next two years.
Clearly, marketers are embracing in-housing as means to drive better media efficiencies. However, many have yet to realize the full potential of their programmatic in-housing. This is primarily because most internal teams are not equipped for digital media optimization: 71% are stymied by manual, inefficient work processes when measuring the effectiveness of cross-platforms programmatic campaigns, and 59% can’t optimize effectively due to reporting delays inconsistencies and delays.
And let’s face it, optimizing is a daily struggle. One-fifth of the survey respondents want cross-channel campaign reporting on a daily basis, but two-thirds claim it takes at least one week – or longer – to identify underperforming campaigns.
But there is a solution. Whether partnering with an agency or shifting media execution fully in-house, brands can reap greater benefits and efficiencies with automated reporting and campaign intelligence. Here are three ways how:
1. Unify all marketing data.
Integrating and harmonizing all marketing data—across social, programmatic, search and more—into a single, accurate, up to date view, helps brands overcome the complexity and resource demands of managing multiple platforms.
2. Drive actionable insights.
Accessing in-the-moment insights opens up opportunities to enhance performance across budget allocation, audience targets and creative while at the same time reducing inefficiencies and wasted media spend.
3. Build a performance-driven culture around key metrics.
With contextually relevant data accessible via a single source of truth, media practitioners as well as brand executives are empowered to make timely and impactful decisions that improve performance and generate more working media.
No one said in-housing is easy. And marketers can’t do it all alone. But with a solution that allows marketers to work smarter, not harder, marketers can certainly optimize on the metrics that matter and move the needle on the KPIs that spur better business outcomes.
To learn more about the challenges in-house programmatic teams are facing – and how to overcome them – download the full report.