Increasing numbers of brands in the US and northern Europe are taking their media buying in-house, according to a survey by Adobe. An estimated 62% are to do so by 2022, while 78% of agency participants would move "some elements" in-house. In addition, the study marked 2018 as a standout year as marketers are set to increase their control of online media spend, with 86% of brands and 89% of agencies planning to spend more on programmatic, regarded by more than half of both groups as more important than TV. However, programmatic TV also emerged as a priority.
Increasing numbers of brands in the UK and northern Europe are taking their media buying in-house, according to a survey by Adobe. An estimated 62% are to do so by 2022, while 78% of agency participants would move "some elements" in-house. In addition, the study marked 2018 as a standout year as marketers are set to increase their control of online media spend, with 86% of brands and 89% of agencies planning to spend more on programmatic, regarded by more than half of both groups as more important than TV. However, programmatic TV also emerged as a priority.