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. 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. The rising use of digital media has made reaching target markets much easier, which has opened access to demographics that were harder to reach in the past...purchase to read more.

Industry Statistics & Market Size
Annual Growth 12-17
Forecast Growth 17-22

Industry Threats & Opportunities

  • The rising use of digital media has made reaching target markets much easier
  • More marketers are creating campaigns that combine methods of communication
  • Changes in the way buying agencies are compensated will affect profitability
  • Industry Report - Starting a New Business Chapter

    Due to consolidation in the Media Buying Agencies industry, major holding companies have gained a larger market share in the media buying segment by merging with advertising agencies. As a result, major operators in the industry dominate the top end of the market and are able to retain the largest corporate clients, presenting a formidable barrier to entry. Therefore, many smaller operators differentiate themselves from larger competitors by specializing in niche markets.Furthermore, many of these one-stop holding companies have global operations and international clients will likely only work with an operator that can provide services in multiple markets. This can make it harder for prospective entrants to get high-value global deals. The...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
  • Integration and 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
  • Media Planning Services
  • Other 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
  • Consumer Goods
  • Technology, Media, and Telecommunications (TMT)
  • Food & Beverage
  • Healthcare
  • 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
  • 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 (2008-2022)
  • Industry Gross Product (2008-2022)
  • Establishments (2008-2022)
  • Businesses (2008-2022)
  • Employment (2008-2022)
  • Wages (2008-2022)
  • Total Advertising Expenditure (2008-2022)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Table: Industry Financial Ratios
  • 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.
  • Traditional Media
  • Media formats including TV, radio, newspapers, magazines and billboards.
  • What Our Customers Say

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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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    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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