Ad Age shares, big business such as Netflix and Kellogg are seeing the value in bringing programmatic in-house. Also, big agencies are committing to programmatic. IPG announced it would automate 50% of its media buying over the next several years. According to Forbes,more than two-thirds of agencies use automated ad buying for at least 20% of their budgets, and more than a third use it for 60%. Nearly half of them expect to use programmatic for 60% of their budgets by 2016.
It is not uncommon that large brands and agencies keep their secrets of media buying and marketing execution behind closed doors, but these companies are not afraid to stand behind their decisions for evolving with the advertising industry. These movers and shakers in the space demonstrate that transitioning from outsourcing their media buying, to bringing it in-house is attainable and worthwhile. Below are four ways agencies and brands can bring programmatic media buying in-house.
1) Envision the Opportunity
One way agencies can seamlessly bring programmatic in-house is by offering the educational opportunity to those eager and willing to learn. There is a vast opportunity for personal growth when volunteering to run programmatic media buying on behalf of their clients. The early adopters of programmatic will have a tremendous opportunity to make an impact on within their agency. Also, launching a team that specializes in programmatic media buying enables agencies the ability to gain even deeper insight into their consumers. With this understanding, marketers can collaborate with other areas within their agency to better align branding, messaging, and creative. The closer marketers are to the epicenter of execution, the better. Operating programmatic in-house also allows agencies to maintain more control over their company’s business best practices.
2) Embrace the Flexibility & Cost Saving Opportunities
With the introduction of programmatic ad buying platforms into the marketplace, agencies now have a unique chance to take control of their media buying and bring the operation in-house, thus decreasing costs and increasing margins. This transition allows for agencies or brands flexibility and oversight of what they are buying and at what price. The closer a company gets to bringing programmatic media buying in-house, the higher their margins will be due to the fact they no longer have to pay a 3rd party. Budgets initially allocated to another agency/tool can now be used in other areas to project one’s digital marketing efforts forward.
3) Learn As You Go
The best way to learn something new is to dive right in. Only test a programmatic advertising campaign and be awed with the results. The industry leaders in this space understand that programmatic is a new concept and that there is a learning curve for the implementation and execution process. With that being said, many companies have taken steps to guide adopters through the process and agencies are looking to integrate programmatic into their business processes. There are many great resources out there. Take a look around and dive right in.
4) Be Different… (Pst, It Offers a Huge Competitive Advantage)
Be distinct from the other agencies in the in industry. Programmatic allows for greater efficiency and scalability. It allows for agencies to gain a competitive edge by having tools in-house that enable you to operate better and faster than your competitors. It allows agencies to run multiple programmatic campaigns in one simple platform.
Agencies can and are bringing programmatic in-house. Gain flexibility, cost savings, efficiency, and scalability by making the transition. Seize the opportunity for a competitive edge before it is too late.