Overview

Adding up: Rising demand for online advertising has boosted industry revenue

IBISWorld’s Advertising Agencies market research report provides the latest industry statistics and industry trends, allowing you to identify the products and customers driving revenue growth and profitability. The industry report identifies the leading companies and offers strategic industry analysis of the key factors influencing the market.

REPORT SNAPSHOT

Industry Threats & Opportunities

  • The fragmentation of consumer media viewing habits has hindered industry growth
  • Greater integration across different advertising media has prompted industry restructuring
  • Industry profit has decreased as a share of revenue due to increased price competition

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    Industry Analysis & Industry Trends

    The Advertising Agencies industry provides services to clients wanting to advertise across a range of media. The industry has performed moderately well over the past five years, despite declining demand from print and broadcast media. Greater online advertising demand, and some improvements in business confidence, have assisted the performance of industry operators, as these factors influence client spending and advertising volumes. However, the high cost of mass media advertising and the fragmentation of consumer media viewing habits have prompted clients to increase their below-the-line advertising, such as direct mail and email. This trend has changed the advertising strategies undertaken by industry firms over the past five years...

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    Industry Report - Industry Analysis Chapter

    Operators in the Advertising Agencies industry have generally benefited from steady demand over the past five years. Industry operators have also benefited from client companies seeking to reach increasingly fragmented markets. A focus on targeted and measurable below-the-line advertising has emerged, as clients have looked to control costs and limit spending on ineffective advertising. These factors have contributed to revenue growth and general industry expansion.

    Advertising revenue drivers

    Industry revenue is expected to rise by 3.2% in 2016-17, to $2.3 billion. Pos..

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    Additional Insights for the Advertising Agencies Industry

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

  • Ability to effectively develop and communicate innovative ideas
  • Marketing of differentiated products and services
  • Access to highly skilled and experienced staff
  • IBISWorld analysts also discuss how external factors such as Business confidence index and Demand from broadcasting (except internet) in the Advertising Agencies industry impact industry performance..

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    Industry Products

    What is the Advertising Agencies Industry?

    Industry companies provide clients with advertising services, such as creating advertising campaigns and materials. Industry revenue relates to revenue received from developing and producing advertising campaigns, rather than revenue from client billings.

    Industry Products
    Print advertising campaigns
    Broadcast advertising campaigns
    Online and mobile advertising campaigns
    Billboard advertising campaigns
    Other advertising services
    Industry Activities
    Advertising agency services
    Advertising material preparation services
    Advertising services (except the sale of advertising space in own publication or broadcast)
    Aerial advertising services
    Internet and mobile advertising services
    Direct mail advertising services
    Sample distribution services

    Table of Contents

    About this Industry
    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry at a Glance
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Industry Performance
    Executive Summary
    Key External Drivers
  • Business confidence index
  • Demand from broadcasting (except internet)
  • Demand from internet publishing and broadcasting
  • Household consumption expenditure
  • Demand from newspaper, periodical, book and directory publishing

  • Current Performance
  • Advertising revenue drivers
  • Moving online
  • Integrated advertising campaigns
  • Advertising agency restructuring
  • Chart: Revenue Growth

  • Industry Outlook
  • Future revenue growth
  • Online and broadcast advertising
  • Global advertising links
  • Table: Advertising Agencies Industry Revenue Outlook

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

  • Products & Markets
    Supply Chains
    Key Buying Industries
  • Retail Trade
  • Motor Vehicle Dealers
  • Accommodation and Food Services
  • Financial and Insurance Services
  • Supermarkets and Grocery Stores

  • Key Selling Industries
  • Media Buying Agencies
  • Motion Picture and Video Production
  • Printing Support Services

  • Products & Services
  • Online and mobile advertising campaigns
  • Broadcast advertising campaigns
  • Print advertising campaigns
  • Billboard advertising campaigns
  • Other advertising services
  • Chart: Advertising Agencies Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Other sectors
  • Retailers
  • Motor vehicle dealers
  • Finance and insurance firms
  • Entertainment and leisure firms
  • Real estate firms
  • Tourism, travel and accommodation firms
  • Governments
  • Chart: Major Market Segmentation for the Advertising Agencies Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Competitive Landscape
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Wages
  • Purchases
  • Rent
  • Depreciation and utilities
  • Other
  • Chart: Cost Structure Benchmarking – Sector vs Advertising Agencies

  • Basis of Competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Advertising Agencies Industry

  • Industry Globalization
    Major Companies
    WPP AUNZ LTDOmnicom Media Group Australia Pty LtdInterpublic Australia Holdings Pty LtdPublicis Communication Pty Limited
  • Table: WPP AUNZ LTD - financial performance
  • Table: Omnicom Media Group Australia Pty Ltd - financial performance
  • Table: Interpublic Australia Holdings Pty Ltd - financial performance
  • Table: Publicis Communication Pty Limited - financial performance

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

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

  • Regulation & Policy
    Industry Assistance
    Key Statistics
    Table: Industry Data for the Advertising Agencies Industry
    Includes:
  • Industry Revenue (2008-2022)
  • Industry Gross Product (2008-2022)
  • Establishments (2008-2022)
  • Businesses (2008-2022)
  • Employment (2008-2022)
  • Wages (2008-2022)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Jargon & Glossary
    Above-The-Line Advertising
  • Includes traditional mass media advertising through newspapers, magazines, radio, TV, the internet and billboards. This is often targeted to reach expected key demographic groups and online audiences.
  • Below-The-Line Advertising
  • An advertising strategy that uses direct means of communication, such as direct mail or email, and incentives such as coupons, competitions and price discounts, rather than mass media.
  • Mass Media
  • Mainstream media with a broad reach such as TV, newspapers, magazines and billboards.
  • Spam
  • Unsolicited commercial electronic messages that are sent to multiple email addresses, mobile phones or smartphones.
  • Through-The-Line
  • An advertising strategy involving both above- and below-the-line communications in which one form of advertising points the target to another form of advertising, thereby crossing the line.
  • Why buy this report?

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

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