Credit: Marvin Meyer via Unsplash
Most brands with in-house media agencies say they now match or beat external agency rates, as more teams plan to expand their operations.
Research from the In-House Agency Council and consultancy -lution found 86% of brands believe their in-house media rates are as good as or better than external agencies.
The study tracks in-house media agencies across Australia and New Zealand.
The report shows 61% of in-house media agencies plan to grow the size or scope of their teams in the next 12 months, signalling the model has moved beyond pilot programs.
Mike Worden, partner and chief media officer at -lution and chair of the IHAC Media Strategic Group, said pricing was no longer the key issue.
“For years, agency pricing was the main reason brands hesitated to bring media in-house,” Worden said.
“But with 86% of brands now reporting that their in-house teams match or beat agency rates, that argument no longer holds.”
Worden said momentum was now driven by operational benefits.
“Today, growth is driven not by cost, but by speed, accountability, and the ability to turn insight into action without friction,” he said.
“In-house media has evolved from an experiment into a true operating advantage.”
In-house teams manage an average 60% of media budgets, a level sustained for three years.
Most brands continue to use external partners, with 84% working with at least one agency, pointing to the dominance of hybrid models.
The report also found 45% of in-house teams have invested in digital campaign optimisation tools, with another 20% planning to do so.
Interest in attention measurement and audience consumption tools rose 11% year-on-year.
Worden said the data showed the model had settled.
“The most important signal in the data isn’t just that in-housing works, it’s that it’s stabilising,” he said.
“Teams aren’t yo-yoing in and out of models anymore. They’re refining, professionalising and compounding advantage over time.
“That’s a sign the model has proven itself.”
The research is based on responses from 30 brand-side marketing leaders, with annual media investment ranging from under $1 million to more than $100 million.
Compiled between 2023 and 2025, it provides a multi-year view of how in-house media teams are evolving in the region.
It is the first time the In-House Agency Council and -lution have released the research publicly.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.