Rob Smith's SearchLeeds talk demystified 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.

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Day in, day out we’re made aware of the rise on in-housing.
In-housing is a growing trend

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Day in, day out we see the stats to back this up.
In-housing is a growing trend
78% 97%76%
Source: eMarketer

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Role for
agencies
Non-binary
Genuine
motivations
There are different degrees of in-housing.
In-housing is a growing trend
Steady
growth in
adoption

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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

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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

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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

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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.

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Advertiser motivations.
Better
Targeting
Attribution &
Optimisation
Audience
Reach
Cross-channel
Planning
Campaign
Effectiveness
Cost
Efficiency
Control &
Transparency

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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

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CommercialsMeasurementTalentTechnology
It’s clear that agency models need to adapt.
Working together to win

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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

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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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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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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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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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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

18. Thank you.
Rob Smith
Managing Consultant
rob.smith@dqna.com
+44 07393 638206
DQ&A Manchester
Peter House,
Oxford Street,
Manchester M1 5AN