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Advertising Agencies in Belgium - Market Size, Industry Analysis, Trends and Forecasts (2024-2029)

BE-M731 March 2024 Factsheet

Revenue

€4.9bn

2019-2024 1.4 %
2024-2029 X.X %

Employees

10,045

2019-2024 1.4 %
2024-2029 X.X %

Businesses

6,961

2019-2024 1.5 %
2024-2029 X.X %

Wages

€XXX.Xm

2019-2024 X.X %
2024-2029 X.X %

Advertising Agencies in Belgium market size outlook

Total value and annual change from from 2014-2029. Includes 5-year outlook.

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About Factsheets

Industry Statistics and Rankings

How does this industry perform in Belgium compared to Europe?

Country Benchmarking

Industry Data Belgium

Ranking are out of 37 European countries for which IBISWorld provides country-level factsheets.

Revenue
#11 In Europe
Business
#16 In Europe
Employees
#19 In Europe
Wages
#14 In Europe

View industry report for Europe

The market for advertising services has changed massively over the past decade, with online and digital advertising services to reach customer across the web replacing traditional advertising streams like TV, radio and newspapers. The UK remains Europe's largest digital ad market and is a hotspot for online advertising growth. Major sporting events have aided revenue generated from TV advertising. However, the economic slump caused by the COVID-19 outbreak forced businesses to become more cautious when considering marketing budgets, weighing on demand. Over the five years through 2024, advertising services revenue is expected to drop at a compound annual rate of 4.1% to €219.8 billion.

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Enterprises
Number of businesses in 2024

Biggest companies in the Advertising Agencies in Belgium

Company
Market Share (%)
2024
Revenue (€m)
2024
Profit (€m)
2024
Profit Margin (%)
2024
WPP plc
18,979.0
2,808.9
14.8
Publicis Groupe SA
15,259.9
2,435.8
16.0
MFE-MediaForEurope NV
2,969.8
361.3
12.2

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Top Questions Answered in this Report

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What is the market size of the Advertising Agencies industry in Belgium in 2024?

The market size of the Advertising Agencies industry in Belgium is €4.9bn in 2024.

How many businesses are there in the Advertising Agencies in Belgium industry in 2024?

There are 6,961 businesses in the Advertising Agencies industry in Belgium, which has grown at a CAGR of 1.5 % between 2019 and 2024.

Has the Advertising Agencies industry in Belgium grown or declined over the past 5 years?

The market size of the Advertising Agencies industry in Belgium has been growing at a CAGR of 1.4 % between 2019 and 2024.

What is the forecast growth of the Advertising Agencies industry in Belgium over the next 5 years?

Over the next five years, the Advertising Agencies industry in Belgium is expected to grow.

What are the biggest companies in the Advertising Agencies market in Belgium?

The biggest companies operating in the Advertising Agencies market in Belgium are WPP plc, Publicis Groupe SA and MFE-MediaForEurope NV

What does the Advertising Agencies in Belgium include?

Online Advertising and TV Advertising are part of the Advertising Agencies industry.

Which companies have the highest market share in the Advertising Agencies in Belgium?

The company holding the most market share in Belgium is WPP plc.

How competitive is the Advertising Agencies industry in Belgium?

The level of competition is moderate and steady in the Advertising Agencies industry in Belgium.

Related Industries

This industry is covered in 37 countries

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Table of Contents

About this industry

Industry definition

This industry includes companies that provide various advertising services, including promoting products, creating and releasing advertising campaigns and direct-mail advertising. Companies can provide advice, creative services and the production of advertising material.

Related Terms

COMMUNICATIONS PLANNINGDIGITAL ADVERTISINGOUTDOOR ADVERTISING

What's included in this industry?

Online AdvertisingTV AdvertisingPrint Media AdvertisingOut-of-Home AdvertisingRadio Advertising

Companies

WPP plcPublicis Groupe SAMFE-MediaForEurope NV

Industry Code

ISIC 2006

731 - Advertising in Belgium

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Performance

Revenue Highlights

Trends
  • Revenue
  • 2024 Revenue CAGR
  • Revenue Volatility

Employment Highlights

Trends
  • Employees
  • Employees per Business
  • Revenue per Employee

Business Highlights

Trends
  • Businesses
  • Employees per Business
  • Revenue per Business

Profit Highlights

Trends
  • Total Profit
  • Profit Margin
  • Profit per Business

Current Performance

Charts
  • Revenue
  • Employees
  • Business
  • Profit
Analysis

What's driving current industry performance in the Advertising Agencies in Belgium industry?


Outlook

Analysis

What's driving the Advertising Agencies in Belgium industry outlook?


Volatility

Analysis

What influences volatility in the Advertising Agencies in Belgium industry?

Charts
  • Industry Volatility vs. Revenue Growth Matrix

Life Cycle

Analysis

What determines the industry life cycle stage in the Advertising Agencies in Belgium industry?

Charts
  • Industry Life Cycle Matrix

Products and Markets

Highlights

Trends
  • Largest Market
  • Product Innovation

Key Takeaways

Online advertising continues to expand. Increased internet usage and surging online shopping have driven more and more companies to focus their advertising efforts on the web, a trend accelerated by COVID-19.

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Products and Services

Charts
  • Products and Services Segmentation
Analysis

How are the Advertising Agencies in Belgium industry's products and services performing?

Analysis

What are innovations in the Advertising Agencies in Belgium industry's products and services?


Major Markets

Charts
  • Major Market Segmentation
Analysis

What influences demand in the Advertising Agencies in Belgium industry?


International Trade

Highlights

  • Total Imports into Belgium
  • Total Exports into Belgium
Heat maps
  • Industry Concentration of Imports by Country
  • Industry Concentration of Exports by Country
Data Tables

Value and annual change (%) included

  • Number of Imports and Exports by European Country (2024)

Competitive Forces

Highlights

Trends
  • Concentration
  • Competition
  • Barriers to Entry
  • Substitutes
  • Buyer Power
  • Supplier Power

Key Takeaways

High fragmentation characterises the market. Only large-scale advertising conglomerates like WPP and Publicis hold more than 1% of the market. All other companies specialises in niche advertising services, with a handful of clients.

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Supply Chain

Charts

Buyer and supply industries

Geographic Breakdown

Business Locations

Heat maps
  • Share of Total Industry Establishments by Region (2024)
Data Tables
  • Number of Establishments by Region (2024)
Charts
  • Share of Establishments vs. Population of Each Region
Analysis

What regions are businesses in the Advertising Agencies in Belgium located?

Companies

Data Tables

Top 10 companies by market share:

  • Market share (2024)
  • Revenue (2024)
  • Profit (2024)
  • Profit margin (2024)

External Environment

Highlights

Trends
  • Regulation & Policy
  • Assistance

Key Takeaways

Agencies must adhere to the General Dat Protection Regulation. The GDPR, which came into effect across Europe in May 2018, governs how companies within the EU deal with clients' data.

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External Drivers

Analysis

What demographic and macroeconomic factors impact the Advertising Agencies in Belgium industry?

Financial Benchmarks

Highlights

Trends
  • Profit Margin
  • Average Wage
  • Largest Cost

Key Takeaways

AI advertising technology looks set to cut employment levels. AI's performance optimisation and data management abilities will allow agencies to streamline operations and better understand the performance of their campaigns.

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Cost Structure

Charts
  • Share of Economy vs. Investment Matrix
  • Industry Cost Structure Benchmarks:
    • Marketing
    • Depreciation
    • Profit
    • Purchases
    • Wages
    • Rent
    • Utilities
    • Other
Analysis

What trends impact cost in the Advertising Agencies in Belgium industry?


Key Ratios

Data tables
  • IVA/Revenue (2014-2029)
  • Imports/Demand (2014-2029)
  • Exports/Revenue (2014-2029)
  • Revenue per Employee (2014-2029)
  • Wages/Revenue (2014-2029)
  • Employees per Establishment (2014-2029)
  • Average Wage (2014-2029)

Country Benchmarks

European Leaders & Laggards

Data Tables

Top and boottom five countries listed for each:

  • Revenue Growth (2024)
  • Business Growth (2024)
  • Job Growth (2024)

European Country Performance

Data Tables

Rankings available for 37 countries. Statistics ranked include:

  • IVA/Revenue (2024)
  • Imports/Demand (2024)
  • Exports/Revenue (2024)
  • Revenue per Employee (2024)
  • Wages/Revenue (2024)
  • Employees per Establishment (2024)
  • Average Wage (2024)

Structural Comparison

Data Tables

Trends in 37 countries benchmarked against trends in Europe

  • Concentration
  • Competition
  • Barriers to Entry
  • Buyer Power
  • Supplier Power
  • Volatility
  • Capital Intensity
  • Innovation
  • Life Cycle

Key Statistics

Industry Data

Data Tables

Including values and annual change:

  • Revenue (2014-2029)
  • IVA (2014-2029)
  • Establishments (2014-2029)
  • Enterprises (2014-2029)
  • Employment (2014-2029)
  • Exports (2014-2029)
  • Imports (2014-2029)
  • Wages (2014-2029)

Methodology

Where does IBISWorld source its data?

IBISWorld is a world-leading provider of business information, with reports on 5,000+ industries in Australia, New Zealand, North America, Europe and China. Our expert industry analysts start with official, verified and publicly available sources of data to build an accurate picture of each industry.

Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and IBISWorld's proprietary database of statistics and analysis to provide balanced, independent and accurate insights. 

IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools.

To learn more about specific data sources used by IBISWorld's analysts globally, including how industry data forecasts are produced, visit our Help Center.