For over four years HP has been on its own journey to bring more of its media and data destiny in-house. Here we explore the major stages of that transition and how HP has identified three key areas where the in-house team surpasses previous models for media buying as well as areas where agencies have become even more integral than in the past. What have they learned? What has been gained? When does in-housing actually lead to smarter outsourcing?
2. The trend to in-house
Many advertisers are
pulling elements of
programmatic in-house,
but not necessarily all
programmatic
ANA reports
30%of advertisers are reducing the role
of the agency in programmatic
buying, up from 14% in 2016
Who leads programmatic responsibilities at your
company?
ANA, The State of Programmatic Media Buying, 2017
Source: ANA, The State of Programmatic Media Buying, 2017 and Inhousing
2018
4. Why should we do it?
Objectivity
Us-centric thinking
Integration
Tighter coordination and
accountability
We want our media to work harder
Agility
Responsive to our priorities
Transparency
Full visibility into our supply chain
Data Deployment
Better cultivation and governance
of data
Performance
Deeper integrations into our ROI engine
5. So what did we do?
DMP Planning
Tech contracts
Partner
Relationship
Email
DSPs
Paid Search
Paid Social
OWNING OUR DATA
1st Years of Focus
OWNING OUR CLOSEST CUSTOMERS
Following shortly after
OWNING DIGITAL MEDIA ACTIVATION
4 years later
Decision to
take control of our
Media and Data
20202016
8. We still need our agencies
DMP Planning
Tech contracts
Partner
Relationship
Objective setting
Media Strategy
Media Planning
Traditional/Sponsors
hip Plan Execution
Reporting
Analytics
Digital Plan
Execution
Agency
Agency
Agency
Agency
9. 9
What does the internal team look like
Search/Social
Reporting/Analytics
Programmatic
Finance and Operations
Ad Operations
10. What were the three biggest benefits?
Data
Deployment
The ability to strike 2nd
party deals, and open up
our internal CRM that
was just not available to
our agency partners.
Transparency
Though agencies have
made great strides in this
arena (if pushed), we
now have better financial
insights and have slowly
reduced costs.
Agility
Recognizing the ability to
get to market and react to
the everchanging
environment faster.
There is a trend in-house, but it’s not necessarily fully in-house. Only half have ownership of tech. Only 1/3 are doing their own audience planning. Only 1 in 10 has brought execution in house.
Clear that we are talking both DSP and Social
Digital = 74%
DSP = 20%
Social = 26%
FY19... PHD strategy.
FY19... PHD strategy.
Clear that we are talking both DSP and Social
Digital = 74%
DSP = 20%
Social = 26%