The vast majority of European companies have moved at least some of their digital marketing in-house over the last few years, as the digital advertising world continues its shift away from agencies.

According to a Bannerflow survey of 200 senior marketing decision makers from brands, in-housing agencies, and consultancies in Europe, 91 per cent of decision makers have moved at least part of their digital marketing in-house in recent years. Furthermore, 37 per cent of respondents said they believe that in-housing is the future, though those remaining see it as merely a passing trend.

The main reasons cited by respondents for shifting toward in-housing were financial reasons, great control and efficiencies, and transparency.

On the other hand, however, barriers currently stand in the way of several companies when looking to move away from agencies. The biggest obstacle cited by respondents is a lack of existing talent and skills to build a competent in-house team – with 56 per cent listing that as a problem. That problem can be explained to an extent by 46 per cent saying they have a lack of resources to build a competent in-house team. There is also a concern among marketers about the impact in-housing could have on creativity.

“There is no doubt that the impact of in-housing is being felt worldwide. From brands and agencies, to ad tech and other platforms, it’s a movement that is driving change across the industry,” said Nicholas Högberg, CEO of Bannerflow. “Yet brands are still trying to figure in-house out: what it means for their teams, processes, and technology.

“The rise of in-house marketing in Europe is only just beginning to be analysed and it presents both opportunity and challenge. Gauging the temperature of in-housing will only grow in importance.”