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 became increasingly frustrated with the size of our non-working media budget, which at one point was north of $500 Million USD. Money went in and there was low transparency on where $’s were going and what was the business impact. Questions like “what is my cost per viewable impression?” or “did we grow reach among my target audience"?” were going completely unanswered.
To get this frustrating situation under control, we asked ourselves, how might we get greater transparency in our media planning & buying, while also building the right skills & experiences marketers must have?
The solution: Media In-Housing. We decided to get control of our media supply chain. 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 could first get our foundation built, which started by building an integrated media platform for one source of truth across the $85 Billion USD enterprise. This provided the wet sand to build self-serve microservices on top, where we provided marketers with powerful 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, review the following CMO speech from 2023 ANA Masters Summit