- Half of marketers believe they can save money on media-buying by using in-house resources
- Forty-five percent of marketers believe in-house buying could result in greater control over campaigns
A growing number of companies are now taking some media buying functions in-house amid a prevailing sense of distrust and a lack of transparency in digital ad buying. According to marketers surveyed by Digiday, however, the primary motivation for going in-house isn’t increased transparency or trust, but the prospect of greater cost efficiencies. Only 21 percent of marketers said they were taking media buying in-house because they lacked trust in their media agencies or trading desks.
Agencies often try to prevent clients from taking media buying in-house by arguing they can purchase ad inventory at lower rates because they aggregate spending from multiple clients. Despite that, companies are finding the money saved from improved efficiencies with in-house buying to be substantial. Just by conducting a quarter of its ad buying internally, Pernod Ricard said it saved $71.5 million in the first half of 2017.
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