Mediaboss Marketing

Dive Brief:

The report puts some numbers behind a trend that has been evident in 2017 as brands seek out more efficient and effective ways to reach get in front of consumers across a growing number of media channels.Brand marketers like P&G, JPMorgan Chase and Unilever have been active in seeking lower costs, redefining digital practices, rethinking their relationships with ad agencies and taking some media tasks in-house.

The findings also illustrate the challenges facing traditional ad agency holding companies as brands seek more control. At one time, these companies had a virtual monopoly on advertising, but due in part to a reluctance to adopt to the changing digital marketing world, the agency business is being upended.The agency industry has also recently been rocked with a rebate scandal and brands have become much more willing to audit their agency partners.

Management and financial consultancies have recognized the fraying relationship between brands and agencies, leading Accenture, Deloitte and others to open digital services divisions that compete directly with ad holding companies like Publicis and WPP.As a result of all of these developments, the digital media landscape could look very different once all the dust settles.

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Study: Brands exercise more control over digital advertising - Marketing Dive