TKM：2025年全球内容生产基准研究报告：内部团队、离岸外包与自动化（英文版）（78页）.pdf

1、SPONSORED BYPUBLISHED BYThe 2025 Global Benchmark Report for Content ProductionIn-House,Offshore&AutomationAccording to IHAFs latest research,25%of in-house agencies are actively using Generative AI which is a significant increase from the 4%using it the previous year.“EMILY FOSTER,DIRECTORIHAF,IN-H

2、OUSE AGENCY FORUMWe primarily offshore production graphic design.This allows us to efficiently handle high volume,fast turnaround work,ensuring our in-house team can remain agile and focus on strategic and creative initiatives.LEEANNE BRIERLEY,OPERATIONS DIRECTOR,MARKETING COMMUNICATIONSASHFIELD MED

3、COMMS,AN INIZIO COMPANY2|CONTENTS SPONSORED BYPUBLISHED BYContents4 Introduction6 Methodology12 A 60 Second Summary.14 8 Key Predictions for MarTech,Automation&AI within Production15 Key Findings15 Q1:What are your biggest challenges for producing content this year?19 Spotlight Interview:Banking&Fin

4、ancial Services21 Q2:Across your marketing and content ecosystem,where are the following disciplines primarily managed?23 Q3:What percentage of your production budget goes to the following:in-house,offshore,external agency,freelance?25 Spotlight Interview:Healthcare&Medical Communications27 Q4:If yo

5、u had more budget,what would you spend it on?30 Q5:How long have you utilized offshore production as part of your production eco-system?31 Agency Points of View 34 Spotlight Interview:In-House Community,IHAF 35 Q6:Of all the tier 2 and 3 services,which do you feel is most suited to being produced of

6、fshore?38 Q7:What are the most important assessment criteria when selecting an offshore partner?40 Spotlight Interview:Telecommunications&Retail42 Q8:What percentage of savings would you expect to make across the following services,if using an offshore model?3|CONTENTS SPONSORED BYPUBLISHED BYConten