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SearchLeeds 2019 - Rob Smith - DQ&A - Demystifying in-housing for advertisers and agencies
1.
Demystifying in- housing for advertisers
and agencies Rob Smith Managing Consultant ©2019 DQ&A. ©2019 JOYSTICK. ©2019 NMPi. ALL RIGHTS RESERVED.
2.
© DQ&A. All
Rights Reserved 2 Day in, day out we’re made aware of the rise on in-housing. In-housing is a growing trend
3.
© DQ&A. All
Rights Reserved 3 Day in, day out we see the stats to back this up. In-housing is a growing trend 78% 97%76% Source: eMarketer
4.
© DQ&A. All
Rights Reserved 4 Role for agencies Non-binary Genuine motivations There are different degrees of in-housing. In-housing is a growing trend Steady growth in adoption
5.
© DQ&A. All
Rights Reserved 5 In-housing is a growing trend Steady growth in the adoption of in-housing. 28% in 5 years Source: ANA, The Continued Rise of the In-House Agency, October 2018
6.
© DQ&A. All
Rights Reserved 6 Steady growth in the adoption of in-housing. In-housing is a growing trend Search 11-27% Source: ANA, The Continued Rise of the In-House Agency, October 2018
7.
© DQ&A. All
Rights Reserved 7 Steady growth in the adoption of in-housing. In-housing is a growing trend 4% Source: ANA, The Continued Rise of the In-House Agency, October 2018
8.
© DQ&A. All
Rights Reserved 8 Development of well ordered, coherent working practices that deliver efficient and effective media and creative operations. In-housing technology that can be a lever to better manage and understand media performance. Data integration is often aligned to this, improving media performance through insight. Growth is steady a adoption can be managed in modules. In-housing is a growing trend Technology & Data Operations PeopleStrategy Collaboration on achieving and exceeding business objectives, through insights from all available sources. Upskilling or evolving team infrastructure to execute best-in-class marketing and set foundations for success.
9.
9 © DQ&A. All
Rights Reserved Advertiser motivations. Better Targeting Attribution & Optimisation Audience Reach Cross-channel Planning Campaign Effectiveness Cost Efficiency Control & Transparency
10.
© DQ&A. All
Rights Reserved 10 There are big brands in-housing successfully. Working together to win ● FMG group bringing Programmatic in-house ● Motivated by a cost saving initiative ● Leveraged strong, global deals with suppliers ● Delivered $10m saving in the first 6 weeks ● Sky have developed an in-house Creative agency ● In-house team have better brand understanding ● Established agency structure and rigour ● Won creative projects on merit from incumbents ● In-house performance media planning and buying ● +3 Years to problem solve and hone the process ● Launched ‘Playbook’ to advise other brands ● Consulting in planning, technology, data and content
11.
© DQ&A. All
Rights Reserved 11 CommercialsMeasurementTalentTechnology It’s clear that agency models need to adapt. Working together to win
12.
© DQ&A. All
Rights Reserved 12 Agencies and advertisers continue to work together. Working together to win ● Managing a phased, tactical approach to in-housing ● Formed a collaborative team with their agency ● Resulted in 12 month projects being squeezed to 4 months ● Brokered a a non-commission based remuneration model ● AXA operating a hybrid operation with agency partners ● Creative agency team located on-site with AXA team ● Shift from annual planning to granular, reactive campaigns ● In-house, on-site collaboration makes for greater agility
13.
© DQ&A. All
Rights Reserved 13 How we support both advertisers and agencies. Working together to win Platform Service. License focused Low complexity Standardised delivery Self-service oriented Consultant Service. Business focused High complexity Bespoke delivery Partner oriented
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Rights Reserved 14 We are Google Marketing Platform experts. Working together to win The next frontier... Display & Video 360 DSP Campaign Manager Ad Server Analytics 360 Advanced Measurement Search 360 Search Tag Manager 360 Advanced Measurement Data Studio Advanced Measurement Optimize 360 Advanced Measurement Studio Creative
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Rights Reserved 15 Our consultancy service focuses on business objectives. Working together to win Discover Design Deploy Develop Establish a clear, objective picture of your organization’s goals. Develop a fitting solution to successfully achieve the project goal. Expert implementation of the blueprint document, across technology, people, media and creative. A roadmap for ongoing support to drive deeper digital marketing innovation. Actionable Audit Blueprint Roll out Innovation Roadmap
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© DQ&A. All
Rights Reserved 16 By developing a standardised digital marketing blueprint for each brand-country specific deployment, we have helped Samsonite to harmonise their digital marketing infrastructures. By ensuring clear processes, naming conventions, audience management and on-site tracking, we looked to transform Samsonite’s digital marketing strategy into a digital marketing data-driven, performance-based approach. WHAT WE DID RESULTS "We have established a solid technological & knowledge foundation to practise the full-funnel data-driven marketing approach, resulting in increased efficiency of media buying and significant performance uplift." - Edouard Wattel (Samsonite), Digital & E-Commerce Director Establishing the foundation for a data- driven digital marketing strategy. Working together to win
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Rights Reserved 17 1 In-housing is growing in media and creative but the trend is a steady one. 2 Advertisers motivated by increased efficiency & effectiveness from control & transparency. 3 Agencies should consider how their models can be adapted to mitigate future risk. 4 Advertisers and agencies can continue to work and win together. Demystifying in-housing for advertisers and agencies. Summary
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Thank you. Rob Smith Managing
Consultant rob.smith@dqna.com +44 07393 638206 DQ&A Manchester Peter House, Oxford Street, Manchester M1 5AN
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