ANA survey finds 42% of advertisers have in-house agencies

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New York—In an effort to realize cost-efficiencies, 42% of advertisers have set up in-house ad agencies, according to a new report by the Association of National Advertisers.

The report was based on an online survey of 195 advertisers conducted in August.

It found that marketers are using in-house ad agencies for the following types of work: collateral materials (97%), internal communications (82%), videos for internal use (69%), brand identity work (66%), direct mail (65%), Web site creation and maintenance (65%), and online banners (62%).

In addition, 35% of marketers with in-house agencies use them for media planning, and 24% use them for media buying.

While in-house agencies were viewed favorably overall, 61% of marketers said in-house groups lack depth of strategic thinking, and about half said it is challenging to obtain fresh thinking when working with internal teams.

—Kate Maddox

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