iab-2019年英国广告程序化购买报告（英文）-2019.4-22页_1mb

Summary of IAB UK Programmatic In-Housing Report (April 2019)

Core Content

This report provides an in-depth analysis of the adoption rate, drivers, and depth of programmatic in-housing among UK and European brands. It highlights the impact of GDPR on programmatic ad spending and data quality, and outlines key recommendations for brands looking to transition to in-housing.

Main Points

Adoption Rate of Programmatic In-Housing

• UK and Italian brands lead in programmatic adoption in Europe, with 71% and 72% of brands respectively being programmatically active, compared to the 65% European average.
• German brands have the lowest programmatic buying engagement at 48%, likely due to strict privacy regulations.
• Non-programmatic brands in Europe are planning to explore programmatic in the next 12 months, with 53% of them likely to do so, and the UK slightly above this average at 58%.

In-House Buying Capabilities

• 86% of programmatic-active brands across Europe have either fully or partially moved programmatic buying in-house.
• In the UK, 88% of brands have in-house capabilities, slightly above the European average.
• There are three main types of in-housing:
  • Fully in-house (39% of brands): Complete internal control over programmatic functions.
  • Partially in-house (47% of brands): Some functions are handled internally, others by partners.
  • No in-house plans (2% of brands): Continue to rely on external partners for programmatic execution.

Programmatic In-Housing Drivers

• Cost efficiency, superior audience targeting, and campaign effectiveness are the top three benefits cited by UK brands.
• Brands seek to control their own destiny, aligning their digital advertising strategy with broader business goals.
• Globalization is a key driver, with brands aiming to standardize and coordinate in-house programmatic efforts across international markets.

Challenges of In-Housing

• Cross-channel strategy disconnect is a concern, as brands may develop silos for different channels (e.g., display vs. search).
• Internal resource constraints are a major challenge, especially for tactical and technical functions like optimization and reporting.
• Brands often rely on media agencies and DSPs to handle these functions, as full in-house capability requires substantial investment.

Key Insights

Programmatic as an Ingrained Process in the UK

• Programmatic is the dominant ad placement method in the UK, accounting for nearly 90% of display ad spending.
• It is becoming the de facto method for digital ad transactions across Europe, with brands increasingly seeking control over their strategies and outcomes.

GDPR Impact

• GDPR has had a nominal impact on programmatic ad spending in the UK, with two-thirds of brands reporting an increase in programmatic ad spending.
• 76% of UK brands saw improvements in data quality, the highest among all five European markets.
• Only 7% of UK brands felt a significant decline in targeting data post-GDPR, much lower than the European average of 18%.

Strategic vs. Tactical Functions

• Strategic/managerial functions (e.g., media strategy, audience planning, KPI setting) are more likely to be internal.
• Tactical functions (e.g., trafficking, campaign analysis, optimization) are outsourced or shared with partners.
• Highly specialized technology (e.g., data management, tech build-outs, training) is most commonly outsourced.

Recommendations for Brands

1. Conduct a Two-Level Internal Assessment

• Evaluate media performance to understand how programmatic in-housing can improve outcomes.
• Perform an internal cost-benefit analysis to determine the financial impact of in-housing versus outsourcing.

2. Create a Ramp-Up Plan

• Allow at least one year for operational readiness, including planning, talent acquisition, and platform testing.
• Consider setting up a center of excellence to provide more time and resources for innovation and learning.

3. Practice Data Centricity

• Integrate multiple data sources (first, second, and third-party) to enhance targeting and campaign performance.
• Ensure full control of data flow to optimize insights and outcomes.

4. Establish a Tech Stack

• Assess whether to build an internal operation or outsource to a partner.
• Choose partners based on technical ability, testing performance, and media inventory access.

5. Focus on Long-Term Commitment

• Brands should view in-housing as a long-term strategic initiative rather than a short-term experiment.
• Align in-housing efforts with broader business goals such as digital transformation and globalization.

Conclusion

The report underscores the growing trend of programmatic in-housing in the UK and across Europe, driven by the need for control, efficiency, and data quality. While challenges remain, particularly in resource allocation and cross-channel integration, the strategic benefits of in-housing are clear. Brands are advised to approach the transition with a structured, data-driven, and long-term mindset.