While there has been a lot of talk from marketers about bringing media-buying services in-house, it is easier said than done, according to a new study from media consulting company ID Comms.
The study reports that finding the right talent is the biggest obstacle to marketers seeking to expand in-house buying efforts. Part of the problem is clear career progression for prospective talent.
Many brands are also struggling to identify the cost benefits of bringing media buying in-house — the study found a lack of clear models to look at across the industry.
The ID Comms study is based on a survey of 130 respondents from media, marketing and procurement executives representing brands with a combined global media investment of more than $30 billion. Respondents from the agency sector included representatives from all major media agency holding groups, as well as key independents.
“Moving buying in-house is not a simple process. There are many questions those brands that take this step will have to answer,” said ID Comms’ Susy Pyzer-Knapp. “The biggest will be how they attract the talent they need to ensure they have access to the best tools and smartest trading strategies.”