Going viral: Revenue will grow as opportunities arise in online media and direct marketing campaigns

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. With an increasing emphasis on digital outlets, IBISWorld expects industry revenue to grow over the five years to 2016. 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
Revenue
$8bn
Annual Growth 11-16
4.2%
Forecast Growth 16-21
Profit
Employment
29,692
Businesses
4,677

Industry Threats & Opportunities

  • The rising use of digital media has made reaching target markets much easier
  • Agencies purchase media based on a variety of factors, including format, rates and geography
  • Changes in the way buying agencies are compensated will affect profitability
  • Industry Report - Industry Analysis Chapter

    Operators in the Media Buying Agencies industry buy ad time and space in bulk, then resell it to advertising agencies and other clients. The emergence of new media and, in particular, the trend moving away from traditional media and toward digital services, has prompted a change in advertising strategies. Some industry operators have started to specialize in online advertising to adapt. This has helped the industry grow relatively well and, as a result, revenue is expected to increase at an annualized rate of 4.2% over the five years to 2016. In 2016, IBISWorld expects industry revenue to increase 1.7% to $8.4 billion as companies spend more on marketing campaigns, and downstream demand from advertising agencies grows. Rev...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
  • Downstream markets widen
  • Advertising integration
  • Challenges and opportunities
  • Chart: Revenue Growth

  • Industry Outlook
  • Rising profit
  • Integration and specialization
  • Opportunities for growth
  • 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)
  • Consumer Goods
  • Healthcare
  • Food & Beverage
  • 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 competition
  • External 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
    Includes:
  • Industry Revenue (2007-2021)
  • Industry Gross Product (2007-2021)
  • Establishments (2007-2021)
  • Businesses (2007-2021)
  • Employment (2007-2021)
  • Wages (2007-2021)
  • Total Advertising Expenditure (2007-2021)

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

    Why buy this report?

    The Media Buying Agencies Industry Research Report measures market size, analyses current and future trends, and provides an indication of market share for the industry’s largest companies. IBISWorld’s collection of industry market research reports gives you insightful, up-to-date information on the supply chains, economic drivers, and key buyers and markets for hundreds of industries.

    IBISWorld industry market research reports enable you to:
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    This report on Media Buying Agencies:
    • 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 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

    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 Media Buying Agencies, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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