AUCKLAND, Today: The 2025 results track the rapid rise of in-house media agencies, with 61% planning to grow team size or scope in the next 12 months, signalling a clear shift from pilot programs to established models.
Mike Worden says, “For years, agency pricing was the main reason brands hesitated to bring media in-house. But with 86% of brands now reporting that their in-house teams match or beat agency rates, that argument no longer holds.”
“Today, growth is driven not by cost, but by speed, accountability, and the ability to turn insight into action without friction. In-house media has evolved from an experiment into a true operating advantage.”
“Today, growth is driven not by cost, but by speed, accountability, and the ability to turn insight into action without friction.” – Mike Worden
Additional insights from the report include:
- In-house teams now manage an average of 60% of media budgets, a figure sustained over three years;
- 84% of respondents still work with at least one external partner, underscoring the strength of hybrid models;
- 45% of IHAs have already invested in new digital campaign optimisation tools, with a further 20% planning to do so;
- Interest in attention measurement and audience consumption tools has risen +11% year-on-year.
The research is based on responses from 30 senior brand-side marketing leaders, spanning media investments from under $1 million to more than $100 million annually, collected across three years from 2023 to 2025.
Worden adds, “The most important signal in the data isn’t just that in-housing works – it’s that it’s stabilising. Teams aren’t yo-yoing in and out of models anymore. They’re refining, professionalising and compounding advantage over time.”
This is the first time IHAC and -lution have publicly released the research, offering benchmarks and practical insights for marketing and media leaders navigating the in-housing journey.
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