When advertisers shift their media operations in-house, they usually do so with transparency and budget-slimming in mind. There’s not often much room left over for experimentation.
That doesn’t have to be the case, though. U.S. paper company Georgia-Pacific, which manages its entire digital media budget in-house, is increasing its ad spending in streaming audio platforms, according to Javier Bustillos, senior director of integrated marketing.
Georgia-Pacific is set to “double or triple” its investment in Spotify and Pandora over the next three years, Bustillos told Digiday. At the same time, he estimates that its eight-person in-house media team, which manages an annual digital media investment of $30-$50 million across its entire portfolio, had increased media cost efficiencies by 25% compared with its previous agency arrangement — a result stemming, he said, from a combination of absorbing agency staffing costs, forging direct relationships with DSPs and cutting the number of adtech vendors it deals with.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
The original post is at Marketing Archives – Digiday
Leave a Reply