Will Technology Destroy Media Agencies, As Brands Take It In-House?

Will Technology Destroy Media Agencies, As Brands Take It In-House?
SHARE
THIS



In this guest post, tech journalist and editor of Which-50.com, Andrew Birmingham, takes a look at the emergence of ad and martech and why the news looks grim for media agencies…

If the merger of ad tech and martech enables more marketers to execute their own media buys, agencies will find themselves in an interesting position.

The changing role of agencies was one of the key points of discussion during a recent roundtable hosted by Which-50 in Sydney, addressing the implications of the ‘MadTech’ Merger. The discussion helped inform a white paper from AdRoll. (Read the white paper here.)

Ayal Steiner, Outbrain’s APAC managing director, said the convergence – and the possibilities it creates – will mean organisations may encounter new conflicts.

“Essentially, it’s allowing the brand to execute a media buy. That is interesting, because one of the inhibitors that we talked about is the fact that media budget, historically and sometimes contractually, sits with the media agency,” he said.

“So suddenly you probably will find there’s tension between marketing departments that want to execute an ad tech buy, but they cannot access the capital, because it’s parked with the media agency.”

However, if organisations can navigate this conflict, it means brands can buy media directly from their marketing stack, Steiner said.

That then prompts the question: what is the role of a media agency, and do they become largely redundant in a MadTech world?

According to Mathew Barnett, head of marketing at Triad Retail Media, agencies may indeed need to consider their value in that exchange. It also potentially presents a new role for agencies, as organisations aspire to create real-time personalised customer experiences, he said.

“If you’re going to get personalised, then you need the creative and the content of the message to be personalised along with those different tracks. That creates a lot of complexity. So there’s a big opportunity for agencies to really look at alleviating that complexity for their clients,” Barnett said.

In a similar vein, guests at the roundtable discussed the need for the right talent in a customer-experience-focused world.

“The greatest challenge that we see, both on our side as an agency plus at the platform and the client side, is talent scarcity,” said Clement Tsang, head of consulting at Cadreon. “As people bring in teams in-house, the level of opportunity to recruit experienced talent becomes less and less.”

While new technology and its convergence may enable better and more personalised customer journeys, Tsang agreed it brings with it new complexities to alleviate.

“People sit at the heart of it.”

“Ultimately, it will be about a diverse workforce with a lot of skills across different channels. That is still a work in progress,” Tsang said.

Please login with linkedin to comment

airport andrew birmingham Designworks digital customer

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]