Watch this: Revenue will grow as opportunities arise in online media

The Media Buying Agencies industry engages in the strategic buying of media space and placement of advertisements to reach a target audience. Media planning involves industry operators monitoring the results of marketing campaigns for their clients and making necessary changes if results fail to materialize. As consumption of media trends change, media buyers must also adapt to survive. Over the five years to 2018, revenue is expected to increase. Revenue-generating functions have evolved over the past five years due to changing markets and client expectations. Industry operators generate a large portion of revenue from selling media advertisement slots and providing media planning services...purchase to read more.

Industry Statistics & Market Size
Annual Growth 13-18
Forecast Growth 18-23

Industry Threats & Opportunities

  • The industry has experienced robust growth due to changing media consumption habits and growing corporate profit
  • More marketers are creating campaigns that combine subtle methods of communication
  • Brands are expected to increasingly use cross-channel campaigns to lure consumers
  • Industry Report - Industry Investment Chapter

    Given the service-oriented nature of media buying agencies, the industry has a low level of capital intensity. In 2018, industry operators will typically spend $0.03 on capital investment for every $1.00 spent on wages. The industry's labor intensive nature is due its focus on client services. Employees have a high degree of contact with media operators, advertising agencies and media representatives. Furthermore, occupations in this industry are often client-facing as media buyers and planners often have direct contact with advertisers and brands purchasing advertising time or agency services. In addition, there is also a high level of creativity required in tailoring suitable and effective advertising campaigns for clients through the media planning process. Man...purchase to read more.

    Additional Insights for the Media Buying Agencies Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Media Buying Agencies Industry are

  • Ability to manage external (outsourcing) contracts
  • Possession of accurate information
  • Access to secure revenue
  • IBISWorld analysts also discuss how external factors such as Total advertising expenditure and Consumer spending in the Media Buying Agencies industry impact industry performance..

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    What's in this report

    What is the Media Buying Agencies Industry?

    Media buying agencies purchase advertising time and space from media providers and resell it to advertisers. They can also be involved in planning individual campaigns and monitoring the results of advertising placements against agreed metrics, such as target audience reach. Large advertisers may bypass this industry by using in-house media buying teams and dealing directly with media representatives.

    Industry Products
  • Full Media Planning and Buying Services
  • Media Buying Services
  • Media Planning Services
  • Other services
  • Industry Activities
  • Media buying services
  • 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
  • Corporate profit
  • Investor uncertainty

  • Current Performance
  • Challenges and opportunities
  • Advertising integration
  • Industry profit
  • Chart: Revenue Growth

  • Industry Outlook
  • Campaign integration
  • Specialization
  • Opportunities for growth
  • Falling profit
  • Table: Media Buying Agencies Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Media Buying Agencies Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Car & Automobile Manufacturing
  • Retail Trade
  • Finance and Insurance
  • Advertising Agencies

  • Key Selling Industries
  • Magazine & Periodical Publishing
  • Media Representative Firms
  • Newspaper Publishing
  • Radio Broadcasting
  • Television Broadcasting

  • Products & Services
  • Full Media Planning and Buying Services
  • Media Buying Services
  • Other services
  • Media Planning Services
  • Chart: Media Buying Agencies Industry Products and Services Segmentation

  • Demand Determinants
  • Consumer sentiment and corporate profit
  • Total advertising expenditure
  • Media consumption habits

  • Major Markets
  • Other
  • Technology, Media and Telecommunications (TMT)
  • Food & Beverage
  • Healthcare
  • Consumer Goods
  • Automotive
  • Financial Services
  • Retail
  • Chart: Major Market Segmentation for the Media Buying Agencies Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Purchases
  • Wages
  • Other
  • Chart: Cost Structure Benchmarking – Sector vs Media Buying Agencies

  • Basis of Competition
    Internal competitionExternal competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Media Buying Agencies Industry

  • Industry Globalization
    The Interpublic Group of Companies Inc., Omnicom Group Inc.,
  • Table: The Interpublic Group of Companies Inc. - financial performance
  • Table: Omnicom Group Inc. - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Media Buying Agencies 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 Media Buying Agencies Industry
  • Industry Revenue (2009-2023)
  • Industry Gross Product (2009-2023)
  • Establishments (2009-2023)
  • Businesses (2009-2023)
  • Employment (2009-2023)
  • Wages (2009-2023)
  • Total Advertising Expenditure (2009-2023)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Table: Industry Financial Ratios
    Application Programming Interface (Api)
  • A software intermediary that allows two applications to interact with each other.
  • Below-The-Line
  • Promotional activities undertaken to reach consumers directly. Often includes direct mail, SMS and e-mail.
  • Circulation
  • The number of magazines or other such media copies published.
  • Demographics
  • Factors used to define target markets, including gender, average age, education and income.
  • Main Media
  • Traditional media and new digital media such as cable and satellite TV.
  • Media Buying
  • Involves negotiating about the terms on which advertising is purchased on behalf of clients. Deals are often aggregated across clients to obtain the best rates.
  • Media Planning
  • Involves the creation of individual campaigns, the monitoring of the daily results of advertising placements and the implementation of adjustments where necessary.
  • New Media
  • Digital media formats including online, cell phones and other digital devices.
  • Programmatic Advertising
  • Uses an automated marketing mechanism to purchase digital advertising space with computer algorithms deciding which ads to buy and how much should be paid for them.
  • Traditional Media
  • Media formats including TV, radio, newspapers, magazines and billboards.
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    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
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    • 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 Media Buying Agencies 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

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