SHOULD NEW BUSINESSES INHOUSE THEIR MEDIA PLANNING AND BUYING?
Why are new, high growth businesses questioning whether they need the specialist expertise of an agency?
The opportunity to inhouse is highly seductive but in making the decision to forge ahead with buying media, without investing in the specialist knowledge that an agency provides, brands need to understand all the factors at play:
1. Investment Versus Cost
2. CPA activity is finite if there is no brand awareness or product understanding
3. Talent development and retention
4. Impartiality
The best way to accelerate growth is a collaboration between expert specialists and inhouse teams.
The media landscape has changed enormously, and brands need to re-evaluate how they work with their partners to allow them to build their own expertise whilst not distracting from their actual business goals which exist outside of AdTech capability.
See further discussion on this subject published on BDaily here:
