High visibility: Growth in digital advertising has bolstered the industry

The Advertising Agencies industry in Massachusetts, which comprises companies that create advertising campaigns for media, grew over the five years to 2018 as a stronger economy pushed total advertising expenditure to new heights. Over the past five years, the industry has grown at an annualized rate of 2.7%, including estimated growth of 4.2% in 2018 to reach $1.3 billion. The number of industry operators in the state has increased at an annualized rate of 0.9% to 1,479 during the five-year period to 2018. Further, industry employment has also risen at an annualized rate of 2.3% to 5,928 people during the same period. Consumer spending has also risen in Massachusetts, leading to increased spending on advertised products and contributing to higher demand for advertising services...purchase to read more.

Industry Statistics & Market Size
Revenue
$1bn
Annual Growth 13-18
2.7%
Forecast Growth 18-23
Profit
Employment
5,928
Businesses
1,494

Industry Threats & Opportunities

  • Consumer spending has risen in Massachusetts, leading to increased spending on advertised products
  • Industry Report - Industry Key Buyers Chapter

    •Market share concentration in this industry is moderate, with the four largest companies generating between 40.0% and 70.0% of industry revenue.•Higher concentration makes it more difficult for new entrants to enter and find success in the industry; over the past five years, companies have entered the industry at an annualized rate of 0.9%.•MullenLowe is the largest industry company in Massachusetts, where it employs an estimated 500 people.•Market share concentration is low nationally, where the top four companies generate an estimated 31.5% of revenue...purchase to read more.

    Additional Insights for the Advertising Agencies in Massachusetts Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Advertising Agencies in Massachusetts Industry are

  • Having an effective performance monitoring system
  • Having a relationship with upstream and downstream industries
  • Membership in the AAAA
  • IBISWorld analysts also discuss how external factors such as Total advertising expenditure and Consumer spending in Massachusetts in the Advertising Agencies in Massachusetts industry impact industry performance..

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    What's in this report

    What is the Advertising Agencies in Massachusetts Industry?

    Advertising agencies create advertising campaigns for periodicals, newspapers, radio, TV and other media. Through in-house capabilities or subcontracting, ad agencies provide advice, creative services, account management, production of advertising material and media planning and buying (e.g. ad placement).

    Industry Products
  • Integrated advertising services
  • Creative services
  • Media planning, buying and representation
  • Public relation services
  • Industry Activities
  • Creating advertising campaigns
  • Disseminating advertising campaigns through available mediums, such as TV, periodicals and digital
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Total advertising expenditure
  • Consumer spending in Massachusetts
  • Corporate profit
  • Investor uncertainty

  • Current Performance
    Industry Outlook
    Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Advertising Agencies in Massachusetts Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Breweries
  • Retail Trade
  • New Car Dealers
  • Domestic Airlines
  • Information
  • Wireless Telecommunications Carriers
  • Finance and Insurance
  • Accommodation and Food Services

  • Key Selling Industries
  • Audio Production Studios
  • Graphic Designers
  • Magazine & Periodical Publishing
  • Market Research
  • Movie & Video Production
  • Newspaper Publishing
  • Radio Broadcasting
  • Television Broadcasting

  • Products & Services
  • Integrated advertising services
  • Creative services
  • Media planning, buying and representation
  • Other
  • Public relation services
  • Chart: Advertising Agencies in Massachusetts Industry Products and Services Segmentation

  • Major Markets
  • TMT
  • Other
  • Packaged goods
  • Pharmaceutical & healthcare
  • Travel & entertainment
  • Automotive
  • Retail
  • Financial services
  • Chart: Major Market Segmentation for the Advertising Agencies in Massachusetts Industry

  • Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Chart: Cost Structure Benchmarking – Sector vs Advertising Agencies in Massachusetts

  • Basis of Competition
    Barriers to Entry
    MullenLowe, Hill Holliday, Arnold Worldwide, DigitasLBi,
  • Table: MullenLowe - financial performance
  • Table: Hill Holliday - financial performance
  • Table: Arnold Worldwide - financial performance
  • Table: DigitasLBi - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Advertising Agencies in Massachusetts Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Advertising Agencies in Massachusetts Industry
    Includes:
  • Industry Revenue (2009-2023)
  • Establishments (2009-2023)
  • Businesses (2009-2023)
  • Employment (2009-2023)
  • Wages (2009-2023)
  • Consumer Spending in Massachusetts (2009-2023)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Below-The-Line
  • A more direct promotional activity undertaken to reach consumers, often including direct mail, SMS and email, as well as incentives such as coupons, competitions and price discounts.
  • New Media
  • Digital media formats including the internet and cell phones and other digital devices.
  • Traditional Media
  • Media formats including TV, radio, newspapers and magazines.
  • Viral Marketing
  • Refers to marketing techniques that use social networks and other technologies to increase brand awareness or achieve other objectives.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Advertising Agencies in Massachusetts Industry Research Report offers insight into the market at the national level. Our analysis highlights macro trends in the overall sector and the micro trends faced by companies that do business in the Advertising Agencies in Massachusetts industry. Our five-year outlook forecasts explain how the market is set to change and the product segments that will drive growth.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Advertising Agencies in Massachusetts:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Advertising Agencies in Massachusetts market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Advertising Agencies in Massachusetts, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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