To me, there are six benefits that I stand by.
Objectivity is first. Coming from the agency world, one has myriad priorities – you’re working on your client, you’re pitching business, you’re watching the bottom line of your agency and making sure things are running smoothly. But my team? We’re here purely to run media for HP. That’s our bottom line.
Next is transparency: Being able to show the good things as well as the bad things when it comes to measurement or campaign performance is key, along with all the elements of media-based transparency, through the DSP and advertising ecosystem.
Collaboration is important, too. My team sits with our marketing team, and it’s quite nice to be able to walk down the hallway and meet with a marketing team member, understand their problems, and not have the issue where they live solely at the other end of a phone call or an e-mail.
Data deployment is the fourth. The ability to keep the data internal to our organization and not have to risk it being shared externally with other vendors or agencies is a big benefit. As long as we have consent, we can use [personally identifiable information] for measurement and targeting, which is a huge step in the kind of methodology for our targeting.
And equally important is agility. Just due to the mechanisms of an agency, it takes a long time to get a campaign fully into market. Internally, we can turn things around in a matter of days to respond to market nuances.
And finally, performance. We’ve seen quite a considerable performance gain just by having the team in-house. We’re able to optimize campaigns in real time and see the ROI in sales data.