Forrester’s step-by-step guide for brands to bring media in-house

  • Market research firm Forrester tapped brands including Bayer, Logitech, Molson Coors and Sprint to create a step-by-step blueprint for marketers looking to take their advertising in-house.
  • Forrester says brands should start by auditing their current approach, identifying the case for owning their media, and setting goals before signing on tech and other partners.
  • They should also start small to mitigate risk to performance and avoid overburdening their teams.
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Brands are in-housing more of their advertising functions that were traditionally handled by outside agencies. But the process can be daunting. For a new report, Forrester talked to brands including Bayer, Logitech, Molson Coors and Sprint to create a blueprint marketers can use to ensure a seamless experience.

First, brands need to make a business case for in-housing beyond just saving money.

“If paid media gives you a significant long-term advantage, then it could be

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