Roadmap Report

The Brands' Guide To In-Housing Media

Organization: The Omnichannel Advertising Playbook

August 2nd, 2021
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
Joanna O'Connell, null
Joanna O'Connell
With contributors:
Keith Johnston , Nick Monroe , Lexie Lawhon , Rachel Birrell

Summary

The headlines about brands moving more marketing functions in-house have CMOs and B2C marketers asking, “Should we move media in-house?” Our answer: Fortune favors the brave. Only marketing leaders prepared to change their culture, operations, and partner relationships should take the daunting leap of in-housing media, starting with digital. CMOs and B2C marketers can use this step-by-step guide to calibrate their media partnerships and create a strategic advantage by insourcing portions of digital media.

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