Australia – The In-House Agency Council (IHAC) has released its first Australian-centric research into the in-house media industry. The research is made in partnership with IHAC members and transformation consultancy -lution.
The report revealed key facts around businesses that have chosen to bring some or all of their media in-house, the specific capabilities and tools required in managing media in-house, the size and scope of such teams, and the benefits and challenges to the model.
Some of the findings unveiled include data that 75% of in-house teams saw growth in the past 12 months, with 75% expecting to further that trajectory this year. In the report, it also revealed that teams earmark media budgets ranging from AU$1m to over AU$100m per annum, averaging AU$35m.
Other data found indicate that around 87% of brands are running a hybrid model, partnering with external agencies. On average, 61% of the total media budget is being managed in-house, with the remainder being managed by an external agency partner.
In terms of which channels in-house teams prioritise, digital channels are the most likely to be managed in-house, with social being the most common with 96% of respondents managing it in-house, according to the report. This is then followed by digital video, search, and digital display at all around 80%. Furthermore, 20% to 40% of respondents are also managing traditional channels in-house, including TV, OOH, radio and print.
Chris Maxwell, founder and chairman at IHAC, said they found that the benefits to brands bringing media in-house are many and varied, and while there are some challenges, consensus is that the benefits far outweigh the challenges.
