7 Major Brands Who've Brought Their Programmatic Advertising In House

Marketers are on a mission to make advertising and promotional campaigns more accountable productive and relevant to their brand objectives With that mission in mind itamp8217s no surprise that more and more national brands are bringing marketing management inhouseWe already know that more companies are bringing agency work inhouse amp8212 according to a study done by the InHouse Agency Forum IHAF and Forrester Research 64 of corporate America have inhouse agencies today versus 42 just 10 years ago Now companies are making a similar transition with digital marketing amp8212 specifically programmatic marketingA 2017 survey by the ANA found 35 of brands have expanded their inhouse programmatic media buying capabilities and limited the role of outside agencies up from 14 in 2016 Two out of three marketers are planning to bring their programmatic efforts inhouse by 2022 and the other third will do so partially Studies show 38 of businesses mentioned cost efficiency as an incentive to switch inhouse A calculation shows that a company spending 2 million annually on digital advertising can save a quarter of that by cutting out the middlemanAt the end of the day programmatic marketing accounts for more than 80 of digital ad spending nationally which means that paying attention to these trends now is just good businessKeep reading for which brands have already made the jump plus insights and information on each brandamp8217s major decision makers7 Major Brands Whoamp8217ve Shifted to InHouse Programmatic MarketingMoving programmatic capabilities inhouse requires resources What companies have resources Major national advertisersBelow youamp8217ll find seven national advertisers and the decision makers amp8212 plus links to their direct contact information amp8212 at each brand who have brought at least some of their programmatic inhouse We recommend using this information to prospect other companies that have the potential and capacity to bring this important aspect of digital marketing too1 NetflixLast year our WinmoEdge team reported that Netflix would be pushing their advertising budget north by 80M amp8212 a big jump to support a huge investment in original content Combined with our understanding of the Netflix audience 24 and under itamp8217s assumed that a good majority of that went to digital spend In 2018 the streaming giant is once again pushing the gas on marketing spend jumping up from 13B to 2B With more major releases set for 2019 Stranger Things 3 The Chilling Adventures of Sabrina S2 and a liveaction Carmen San Diego film to name a few itamp8217s safe to say that the spending is unlikely to slow anytime soon Hereamp8217s what programmatic Adtech companies need to know about Netflix and its decision makersNetflix Digital Spend to Date 59M in 2018Who to Contact Kathy Oamp8217Dowd Director of Product Management MarTechAbout Oamp8217Dowd With a background in programmatic Kathy Oamp8217Dowd actually moved from a programmatic Adtech platform VivaKi now Precision Sheamp8217s been with Netflix for just over five years now and has really worked to flesh out the companyamp8217s programmatic strategy Based on insights from our partner Crystal Knows Oamp8217Dowd responds to energy and enthusiasm For those looking to reach out be sure to keep it friendly casual and focused on the future2 StubHubAs we reported in 2017 CMO Jennifer Betka left StubHub and was replaced by Olivier Ropars We know that a new CMO is a sign that a creative media and potentially digital review is imminent so while StubHub has established new relationships with media buying and planning itamp8217s worth noting that Ropars could decide to stack the deck with his own picksStubHub Digital Spend to Date 48MWho to Contact Roberto Prado Programmatic Innovation ManagerAbout Prado With a background in Programmatic Prado just recently began at StubHub in August of 2018 after making the move from Electronic Arts Working in various positions has allowed Prado to develop the skill set needed to deliver exceptional customer support3 KelloggWinmoEdge reported in recent months that Kellogg has released two new campaigns in the midst of their increased digital spend with a particular focus on new channels Deanie Elsner President of the snacks business unit said amp8220We went from spending very little on digital platforms to now spending 60 to 70 of our overall marketing budgetamp8221 According to our data Kellogg spent 115 million by May of this year on digital advertising with 95 of ads placed direct and through Amazon They donamp8217t have a specific top spending period so thereamp8217s no bad time to get in the gameKellogg Digital Spend to Date 304MWho Gus Hoffman Global Leader of Kelloggamp8217s Enterprise Digital Strategy ampamp PlanningAbout Hoffman Working at Kellogg for a little over 75 years Hoffman ensures technologies and processes are aligned to boost growth in the marketplace Hoffman has past experience in driving cultural changes in large organizations such as his 14 years at General Motors Crystal Knows reported Hoffman values collaborative and supportive interactions when being reached out to and approaching him in a casual and enthusiastic manner is best4 SprintMoving programmatic inhouse has allowed Sprint to be on the cutting edge as they work to serve and attract more customers On the topic of cost efficiency specifically the mobile carrier has saved 150 million chiefly in marketing efficiencies With outsourcing work Chief Digital Officer Rob Roy said amp8220Transparency must be on the list we want to have full insight into every dollar we spendamp8221According to WinmoEdge Roy reported they have removed media agencies from the programmatic buying process in order to control consumer data minimize ad fraud and improve media transparency In October of 2017 Roy also said that they soon plan to consolidate their 4 DSPs down to one If Martech readers havenamp8217t been engaging decision makers already now is the time Hereamp8217s how to reach outSprint Digital Spend to Date 355MWho to Contact Rob Roy Chief Digital OfficerAbout Roy Previously working in Digital Revenue at Comcast Roy has taken Sprint by storm and is responsible for charging a digital transformation across multiple functions His role is focused on strategies that fuel growth achieve operational goals and address significant opportunities for cost savings According to our partner Crystal Knows Roy tends to be fastpaced goaloriented direct and persuasive When reaching out make sure to challenge ideas and assert yourself in a casual manner5 UnileverAs the worldamp8217s second largest advertiser Unilever has a major influence This past year the organizationamp8217s goal has been to spend less money creating new ads after reports proved more than 95 of Unileveramp8217s advertising films were being replaced before they had reached maximum effectiveness Rather than produce new pieces for advertising the organization plans to show its current product in more effective ways According to Chief Financial Officer Graeme Pikethly amp8220All we can do is continue investing heavily in building capabilities in the new marketing space As such around a third of our investment which may be the wrong distinction here is on digitalamp8221Up until July of this year Unilever had spent 33 million on over 24 billion impressions with most 94 digital display ads placed site direct The advertiseramp8217s total 2017 spend which spiked in July rose to 818 million from 769 million the previous year We expect this rise will continue hereamp8217s how to get involvedUnilever Digital Spend to Date 545MWho to Contact Ajay Salpekar Vice President Digital and eCommerceAbout Salpekar The Digital VP has been with the company for three years Prior to joining Unilever Salpekar spent three years at Amazon Our CrystalKnows insights suggest that those reaching out to Salpekar should be warm ask questions speak directly focus on results and offer to help6 Procter ampamp Gamble CoThe worldamp8217s biggest ad spender grew in organic sales more than 2 percent while increasing media spending simply because of the decision to slash agency production fees and bring work inhouse According to our WinmoEdge team PampampG is solely cutting its agency costs in favor of better ROI and its marketing spend and operating expenses will continue to rise An insider tip historically PampampGamp8217s spend has been higher during the second half of the year H2 YTD digital display spend is north of 903 millionPampampG Digital Spend to Date 169MWho to Contact Craig Stimmel Head of Digital Media and Global SponsorshipsAbout Stimmel Stimmel began at PampampG as a Manager and over 75 years has held 5 different positions in the company He is highly experienced in leading teams from initial strategy to customer delivery Our partner Crystal Knows suggests being bold and showing personality in your approach with Stimmel Keep it friendly and energetic and donamp8217t lose your optimism throughout the process7 IntelIntel has had a year of new hires which means change and opportunity With an initial goal to reach 30 revenue in marketing by 2020 Intel is now expecting to meet this goal by 2019 amp8212 which means that theyamp8217ve pushed the gas For those looking to reach out keep in mind that the company has been shifting more to digital mediums as of late suggesting theyamp8217re going for a younger skew millennials and GenZ Their top spending periods are usually Q4Q2 but you should also keep an eye on new productsIntel Digital Spend 22MWho to Contact David Lipsey Director of Global IoT MarketingAbout Lipsey According to his Linkedin David Lipsey has been with Intel for 23 years making him a true expert and historian on the Intel brand When reaching out keep things high energy bigthinking focused and of course be sure to know your stuffNow that youamp8217ve got brands names and insights about where programmatic is headed itamp8217s time to hit the ground running And pro tip WinmoEdge is tracking and reporting this kind of invaluable intel DAILY If youamp8217re not following you should bePhoto courtesy of WinmoClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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7 Major Brands Who've Brought Their Programmatic Advertising In House

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Anna Crochet

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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