86% Of Brands in France, Germany, Italy, Spain & U.K. Purchasing Ads Programmatically Have Fully or Partially Moved the Function In-House

IAB Research Investigates GDPR’s Impact on the In-Housing Trend &
Offers Brand Insights on a Movement Going Global

NEW YORK–(BUSINESS WIRE)–IAB,
the national trade association for the digital media and marketing
industries, and its Data Center of Excellence, today released a series
of in-depth reports comparing the impact of the programmatic in-housing
trend within France, Germany, Italy, Spain, and the United Kingdom.
According to the research, programmatic in-housing is prevalent among
brands that buy ads programmatically in all five countries—with an
average of 86 percent having moved the function completely or partially
in-house. The report illuminates how in-housing programmatic is being
affected by General Data Protection Regulation (GDPR) and provides
insights for brands that are marketing on a global scale, whether based
in Europe, the U.S., or elsewhere.

Looking at the extent of the trend in each European nation in the report:

  • France – 88% either moved the function in-house (43%) or have done so
    in part (45%)
  • Germany – 89% either moved the function in-house (35%) or have done so
    in part (54%)
  • Italy – 86% either moved the function in-house (45%) or have done so
    in part (41%)
  • Spain – 78% either moved the function in-house (32%) or have done so
    in part (46%)
  • U.K. – 88% either moved the function in-house (48%) or have done so in
    part (40%)

In addition to survey data, the research also includes interviews with
brand leaders from the five countries. Four key directional drivers
emerged from those interviews:

  • GDPR Impact – To date, brands have experienced nominal GDPR impact on
    their businesses
  • Globalization – Brands with worldwide footprints are beginning to
    coordinate in-house efforts across markets as part of multi-year plans
  • Brand Destiny – Brands emphasized the merits of in-housing as a way to
    control their own strategic destinies that lead to growth acceleration
  • Expanding In-Housing Beyond Display – Some brands have their sights
    set on adding search, digital video, or social to in-house
    capabilities, signifying a long-term commitment to expanding
    programmatic functions beyond display

Challenges also surfaced:

  • Cross-Channel Strategy Disconnect – One brand expressed concern about
    developing in-house silos where specific digital advertising channels
    are planned and executed in isolation (e.g. separate display and
    search) and across media (e.g. digital and TV)
  • Internal Resources – For the most part, in-house staff for tactical
    activities such as optimization, placement, and results reporting are
    in short supply; media agency partners generally fill this gap

“Programmatic advertising has proliferated around the world, and in an
era of globalization, it is critical to have an understanding of how the
in-housing trend is taking hold in different markets,” said Orchid
Richardson, Vice President and Managing Director of the IAB Data Center
of Excellence.

The European “Programmatic In-Housing: Adoption Rate, Benefits, Depth,
and Types of In-House Buying Functions” report series was published with
the support of the IAB Data Center of Excellence and Accenture
Interactive.

To view the research, visit www.iab.com/insights/2019-european-programmatic-in-housing.

Methodology

The report’s quantitative results are based on the Advertiser
Perceptions Omnibus Survey fielded in February and March 2019. 1,000
European-based brand representatives participated in the survey. The
respondents represent media decision makers across all job titles and 16
major ad categories. All are qualified as involved in making digital,
television, mobile, radio, and/or print media decisions. Pre-Meditated
Media, LLC authored the study by integrating insights from the
Advertiser Perceptions Omnibus Survey, executive interviews, and
industry research.

About IAB

The Interactive Advertising Bureau (IAB) empowers the media and
marketing industries to thrive in the digital economy. Its membership is
comprised of more than 650 leading media and technology companies that
are responsible for selling, delivering, and optimizing digital
advertising or marketing campaigns. The trade group fields critical
research on interactive advertising, while also educating brands,
agencies, and the wider business community on the importance of digital
marketing. In affiliation with the IAB Tech Lab, it develops technical
standards and best practices. IAB and the IAB Education Foundation are
committed to professional development and elevating the knowledge,
skills, expertise, and diversity of the workforce across the industry.
Through the work of its public policy office in Washington, D.C., IAB
advocates for its members and promotes the value of the interactive
advertising industry to legislators and policymakers. Founded in 1996,
the IAB is headquartered in New York City and has a San Francisco office.

Contacts

IAB Media:
Laura Goldberg
+1-347.683.1859
laura.goldberg@iab.com

error: Content is protected !!