Firms are taking more marketing functions in-house. Here’s why

Firms are taking more marketing functions in-house. Here’s why

More and more advertisers are taking their marketing functions in house. The Martin Sorrell’s S4 Capital acquisition of Mighty Hive demonstrates the types of investments being made to capitalize on the trend.

According to CNBC and Adweek stories and confirmed by WPP’s Chief Executive Mark Read, Walmart had decided to take its digital advertising in-house and away from WPP’s agency Triad, a blow given the likely value of the Walmart business.

“It’s the latest move in a trend that reflects the greater control brands want over their advertising teams: The Association of National Advertisers in the U.S. found that 78 percent of its members had some kind of in-house agency in 2018, versus 58 percent in 2013. Some brands are looking to in-source different elements of their marketing, including digital advertising, creative or design and media buying.”

Data crunch

“For hotel reservation site Booking.com, running a lot of marketing using in-house teams makes sense because of the volume of online ads it needs to create…But Booking.com’s Chief Marketing Officer Pepijn Rijvers said that while setting up in-house functions does carry a large outlay — he has around 50 people working on media planning, ad design and audience research — it’s an investment that has been worth it.”

“GDPR has also meant that some companies are bringing data marketing in-house, and because of the risks involved if something goes wrong, the C-suite is now more invested in data, says Manning at MediaLink. “It’s actually at the heart of a company because the risk profile associated with it now is so great, particularly if you have a data breach, particularly if you infringe GDPR you can’t afford (to take that risk). Data has now become a board level area of interest, as opposed to just being a marketing area.”

Managing data and audiences can be costly and time consuming for one single advertiser to manage. Skydeo helps advertisers BYOD – “bring your own data” to Facebook, Google and programmatic platforms by licensing our mobile marketing platform as data as a service.

Who is using Bitcoin?  Skydeo Insights by Apps, Age, Gender & Net Worth

Who is using Bitcoin? Skydeo Insights by Apps, Age, Gender & Net Worth

Who is using bitcoin?   Who is investing in ICOs  (initial coin offerings)?

Skydeo recently posted an analysis that showed heavy usage of bitcoin apps by people who owned Teslas.  Those results and Twitter conversations including RunKeeper founder Jason Jacobs , Luma Partner’s Terry Kawaja and Media Ocean’s Bill Wise sparked our interest so we conducted research into bitcoin users and people who might also be investing in ICOs.   While we were preparing the analysis, coin offerings heated up to the point where China banned ICOs  because they have  “seriously disrupted the economic and financial order.”

By the numbers:

Bitcoin ICO Skydeo Insights

Skydeo surveyed over 100,000 bitcoin users from our panel of 607 million mobile devices.

  • 86% of bitcoin users are Male.
  • 65% of bitcoin users are between ages 18-34.
  • Just 9% of bitcoin users are over age 45
  • Only 9% meet the the $1M Net Worth requirement for accredited investors.  If ICOs are securities then 91% of bitcoin users would not qualify by that standard.  They might meet income requirements however.
  • If you use bitcoin you are 67% to 200% more likely to have a net worth over $1 million.
  • Bitcoin users are 25% to 50% more likely to drive an Audi, Infinity, Lexus, Mercedes or BMW than people who don’t use bitcoin.

Launching an ICO?

Targeting mobile users by bitcoin or investment app ownership, auto ownership and household income will likely yield better results for ICO marketers than current marketing efforts, especially if the ICO is considered a security.   Skydeo provides mobile data for brands, agencies and investment research.

Is Skydeo considering an initial coin offering?

We can’t comment yet but there it would be a natural fit to tie mobile data to cryptocurrency.