The question then becomes whether brands have the internal resources to turn those ideas into assets. But as content marketing has taken over the last decade, these companies have exercised their own agency, if you will, bringing their efforts in-house. Earlier this year, the Association of National Advertisers surveyed 281 American marketers to find out why in-house agencies are on the rise. Not surprisingly, cost was the most common benefit. Brands can save a lot of money by avoiding expensive retainer fees. While it’s true that having an in-house operation will save money, prioritizing that too much can restrict a brand over the long term. As the study highlights, most marketers aren’t necessarily going down this path for more control or creativity. Brands can balance savvy budgeting with other factors like creative ambition and strategy. As video increases in popularity, the temptation to create video content is high, but brands must be careful that they’re not cutting corners when it comes to the quality of their production. Contently did this recently with our new brand video.
Every brand wants to create more content—be it TV ads, e-books, or infographics. The question then becomes whether brands have the internal resources to turn those ideas into assets. In the past, many companies would outsource to agencies. But as content marketing has taken over the last decade, these companies have exercised their own agency, if you will, bringing their efforts in-house.
Earlier this year, the Association of National Advertisers surveyed 281 American marketers to find out why in-house agencies are on the rise. Not surprisingly, cost was the most common benefit. Brands can save a lot of money by avoiding expensive retainer fees.
The survey also found that 78 percent of respondents currently have an in-house agency, an increase of…
COMMENTS