Media In-Housing

Tired of paying your agency >$10 Million USD in non-working media each year? Tired of paying expensive overhead that just uses free AI tools to manage your buys? We can relate.

The problem: At the world’s largest advertiser, we were frustrated with the size of our non-working media budget, which was over $500 Million USD. Money went in and we had difficulty seeing where it went. Questions like “what is my cost per viewable impression?” or “did we grow reach among my target audience"?” were not answerable and not transparent.

To get the matter under control, we asked, how might we get greater transparency across our media supply chain, while also building the right skills & experiences marketers must have?

The solution: Media In-Housing. We mapped our media supply chain end-to-end, identifying the pain points to in-house first, second, and third. Our marketers got hands-on keyboard and eyes on consumer. We cut non-working media budget in half, and used the savings to build out higher performance in-house teams. We obtained dramatically higher transparency and control of our media investment.

The value: We delivered >$100 Million USD value creation by taking more complete control of our media investment. By building from the ground up, we set the right foundation for our house, an integrated media platform that became the one source of truth across the $85 Billion USD enterprise. Next, we built self-serve microservices on top, self-serve tools (such as Smart Audience Targeting and Smart TV Optimization) that enabled reach, effectiveness, and efficiency daily. Most importantly, these tools were used to help touch & improve consumer’s lives each and every day, by communicating the right message, at the right time, during the right occasion, at the optimal cost, eliminating the excess frequency of the past.

For more details, see CMO speech from 2023 ANA Masters Summit