Based out of Chicago, Cars.com is an internet marketplace that puts customers with car sellers and is now moving their digital media buying in-house.
Duties that were taken in-house include paid social, typical display work, digital and programmatic buying, according to Jenny Chan, senior director of consumer marketing management and reporting at Cars.com. That work was previously handled by OMD’s Chicago office, which has been the company’s lead media agency for 15 years. OMD will retain its planning plus offline media buying duties, Chan added.
OMD could not be reached for comment by the time of publication.
Chan told Adweek that the shift was completed in October—the same month the Association of National Advertisers released a study that showed 78 percent of marketers now have some sort of in-house operations. It also revealed that 26 percent of programmatic buying has gone in-house over the last three years.
“There are a lot of good reasons for doing this,” Chan noted, including having greater control over consumer data and ad placement, building stronger relationships with media partners like Google and Facebook and being “more nimble and responsive” to consumers and clients (the car dealers advertising on the company’s site).
The move will also help Cars.com get closer to its creative work “from conception to completion,” according to Chan. R/GA Chicago is the company’s creative agency of record.
Read more here
Join us in Bangkok the 19th to the 22nd of March for the Property Portal Watch Conference.