Advertising & Marketing Services Industry Profile

Report Page Length: 10-12
Last Quarterly Update: 12/11/2017
SIC Codes: 7311, 7312, 7313, 7319, 7331, 8743
NAICS Codes: 5418
Chapters Include:
Industry Overview Trends & Challenges Industry Forecast
Quarterly Industry Update Call Prep Questions Website & Media Links
Business Challenges Financial Information Glossary & Acronyms
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Excerpt from Advertising & Marketing Services Industry Profile

Companies in this industry create advertising campaigns, implement public relations campaigns, and engage in media buying, among other advertising services. The world's major advertising companies include Dentsu (based in Japan), Interpublic (the US), Omnicom (the US), Publicis (France), and WPP (Ireland).

Global ad spending -- measured by media owners' net advertising sales -- is about $500 billion per year. North America is the largest market, accounting for 39% of spending, followed by the Asia/Pacific region (31%), and Western Europe (20%), according to MAGNA. Growth is expected to be strongest in Latin America and in Central and Eastern Europe.

The US advertising and marketing services industry includes about 38,000 establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $100 billion.

COMPETITIVE LANDSCAPE

Migration of ad spending to digital media continues to drive change in the industry. Global media owner revenue from digital ads, including search, social, and mobile, surpassed TV ad revenue for the first time in 2017, according to MAGNA. Within the industry, competition is high between firms that provide traditional TV or print advertising and those that provide more modern digital and mobile/social focused services. This leads many larger firms to create or acquire brands that offer a wider array of services.

At the same time, some of the world's largest consultancies have entered the advertising industry, including Accenture Interactive, PwC, IBM's iX, and Deloitte. All four made ...

 
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