Why telemental health cos should start addressing social health factors like housing: As telehealth cos like Hims & Hers and AbleTo expand their virtual mental health offerings, we unpack why it may not be enough to capture consumers, and how addressing social factors can help them reel in engaged users.

New numbers show some growth in ad jobs: However, even though jobs in some areas of the industry have begun to come back, a rebound with agencies will likely be uneven.

What is the state of in-housing? The initial threat of brands in-housing isn’t as strong to agencies as it once was. Still, there are brands that bring commoditized capabilities in-house, and some even build their own shops if it’s a core differentiator or value proposition.

In-housing of marketing functions increased during uncertain economic circumstances. Reliance on agency partnerships was down in 2020, as budgets were squeezed. But the growing skillsets of internal marketing teams also made in-housing possible. Insider Intelligence and eMarketer research is based on the idea that multiple sources and a variety of perspectives lead to better analysis.

And nearly one-third of US healthcare providers and payers reported offering support services to address members’ and patients’ financial, transportation, housing, and employment in 2020, according to a Change Healthcare survey.

Shrinking media budgets, aggressive growth goals and ever-complex marketing needs are causing a shift in the brand-agency relationship. In their bid for self-preservation, brands are streamlining spending and in-housing capabilities.

eMarketer principal analyst Jillian Ryan decodes the complicated and evolving relationship between brand marketers and their agency partners. She previews her upcoming report on this topic and covers areas including in-housing, audits and why agencies continue to be relevant.

Greater mindfulness about consumer data leads advertisers to consider in-housing

Consumer scores will be used to dictate whether people get jobs, housing, medical care, admission to a university, whether you can return a product, how long you’re going to wait on hold for customer service, how you’re treated by companies, how you’re treated by landlords.”

The Unite Us platforms link healthcare organizations with social services like food assistance and housing programs.

“I really think with racial equity being at the center of Biden's policymaking, that clearly any technologies that perpetuate discrimination in housing, employment, healthcare, and criminal justice will be evaluated quite closely,” Turner Lee of Brookings said.

The Great Recession began in the US in December 2007, with signs of economic trouble visible for a while as the housing bubble burst and rising default rates threatened mortgage-backed securities. We’ve looked back at our coverage of ad spending during that time period for guidance on what to expect now that a pandemic has forced a significant economic slowdown, with financial markets panicking.

For Lee, that has meant co-founding influencer marketing platform Influencer along with Proper Living, a business that provides affordable housing to students in South Africa, where he was raised. Many are also investing back into the creator economy.

That’s consistent with The Economist/YouGov polling in August 2020, where 30% of Hispanics acknowledged having trouble paying rent, mortgage, utilities, and other housing costs. Keeping up with rent has been tough for young Hispanic adults, and 31% of 18- to 36-year-olds in GenForward’s June 2020 polling said the pandemic “made it challenging” to pay that bill. Food costs have also been problematic.

Nondiscretionary spending categories including necessities, such as groceries, gas, housing, utilities, and personal care products. Nonessential spending. Discretionary spending categories including furniture, electronics, and some apparel. All T&E spending is considered nonessential spending. Everyday spending. 

That’s consistent with The Economist/YouGov polling in August 2020, where 30% of Hispanics acknowledged having trouble paying rent, mortgage, utilities, and other housing costs. Keeping up with rent has been tough for young Hispanic adults, and 31% of 18- to 36-year-olds in GenForward’s June 2020 polling said the pandemic “made it challenging” to pay that bill. Food costs have also been problematic.

Rapid urbanization has led to major housing shortages across Latin America as people continue to migrate from rural areas to densely populated urban centers. As local governments struggle to provide new residents with adequate housing, shanty towns have continued to grow in size on the periphery of many cities.

Flexible Engagement Models: In-Housing, Outsourcing and Everything in Between. Once brands complete a gaps and overlaps assessment, they often start to consider in-housing select marketing capabilities. But it’s important to note that in-housing is not a binary, all-or-nothing act—it’s a term with much gray area that often exists across a spectrum of engagement models. Brands Take Work In-House.

For example, the combination of housing and healthcare accounts for half of total spending by households in the lowest income quintile, while consuming little more than one-third of total expenditures by the top quintile.