Digital publicity: Increased demand for online advertising helps boost industry revenue

IBISWorld’s Advertising Agencies market research report is a comprehensive guide to market size and growth prospects. Our industry reports offer strategic industry analysis of the factors influencing companies, including new product developments, economic, lifestyle and demographic influences, distribution and supply chain factors and pricing issues. Full analysis accompanies our data forecasts to illustrate how the market responds to emerging industry trends.


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 over the past five years, despite a decline in demand from print and broadcast media. Industry performance has been assisted by greater online advertising demand and some improvements in business confidence. These factors influence spending by clients and digital, print and media advertising volumes. However, the high cost of mass media advertising and the fragmentation of consumer media viewing habits has prompted clients to include a greater proportion of below-the-line communication in marketing campaigns, such as direct mail and email...

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Industry Report - Industry Locations Chapter

The industry is concentrated in New South Wales and Victoria, with these states expected to earn 70.9% of industry revenue in 2016-17. An estimated 68.7% of industry establishments are located across these states in the current year. This partly reflects population concentration, business numbers, and the economic influence of these two states. New South Wales and Victoria combined will account for about 56.7% of the population and almost 60% of economic activity in 2016-17, with a high proportion of major businesses having a presence in the states. The industry has been dominant in New South Wales and Victoria for several decades, and should continue to be so for many years to come.


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Industry Products

What is the Advertising Agencies Industry?

Industry firms provide advertising services, such as the creation of advertising campaigns and materials, to clients. Industry revenue relates to revenue received from developing and producing advertising campaigns, rather than 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 Performance

Executive Summary
Key External Drivers
Current Performance
Industry Outlook
Industry Life Cycle

Products & Markets

Supply Chain
Products & Services
Demand Determinants
Major Markets
International Trade
Business Locations

Competitive Landscape

Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
industry Globalisation

Major Companies

Operating Conditions

Capital Intensity
Technology & Systems
Revenue Volatility
Regulation & Policy
Industry Assistance

Key Statistics

Industry Data
Annual Change
Key Ratios

Jargon & Glossary

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