Captive audience: Increased demand for media analytics and strategy helps grow revenue

IBISWorld’s Media Buying Agencies market research report offers insightful industry analysis and research into the market at the national level. IBISWorld’s in-depth industry market research is presented in a logical and consistent format. The industry report contains key industry statistics, market size, industry trends, and growth and profit forecasts for a 5-year outlook period.


Industry Threats & Opportunities

  • Strong demand for digital media buying and consumer analytics has supported the industry
  • Demand for media planning and consumer analytics has supported growth in enterprise numbers
  • An increased focus on digital media and through-the-line advertising will benefit the industry

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    Industry Analysis & Industry Trends

    Revenue growth in the Media Buying Agencies industry is mainly driven by demand from advertising agencies to advertise products and services for clients across various forms of media, and demand for media planning services. Following the development of an advertising campaign, an advertising agency will engage the services of a media buying company to determine the best place and medium for the message, and arrange the lowest available price for the client. Other functions performed by the industry include consumer research, developing advertising and media strategies, and media analytics and optimisation...

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    Industry Report - Industry Products Chapter

    The main service segments in the industry are TV media buying, digital media buying, print media buying, media planning and strategy, and advertising analytics and research. The main service provided by the industry is media buying, which is estimated to account for 82% of revenue in 2016-17. This is down from 86% in 2011-12, due to major declines in newspaper and magazine advertising, and growth in media planning and analytics.

    TV media buying services

    Services to negotiate advertising time with TV broadcasting companies make up the largest segment in the industry. TV media buying is expected to account for 29.0% of industry revenue in 2016-17. Thi..

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    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 effectively communicate and negotiate
  • Accessibility to consumers
  • Access to secure and reliable revenue sources
  • IBISWorld analysts also discuss how external factors such as Demand from broadcasting (except internet) and Demand from advertising agencies in the Media Buying Agencies industry impact industry performance..

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    Industry Products

    What is the Media Buying Agencies Industry?

    Companies operating in the industry are involved in media planning and buying activities. These include determining the optimal method of promoting client products and services within print or broadcast media and then negotiating and purchasing advertising space or time. Industry revenue refers to revenue received from media buying activities and services, rather than client billings.

    Industry Products
    TV media buying services
    Print media buying services
    Digital media buying services
    Other media buying services
    Media planning and strategy services
    Advertising analytics and research services
    Industry Activities
    Advertising placement services
    Advertising research and analysis services
    Advertising space selling (on a commission or fee basis)
    Media planning and strategy services
    Media buying 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
  • Demand from broadcasting (except internet)
  • Demand from advertising agencies
  • Business confidence index
  • Demand from internet publishing and broadcasting
  • Demand from publishing (except internet and music publishing)
  • Total minutes of TV watched

  • Current Performance
  • Chart: Revenue Growth

  • Industry Outlook
  • Revenue and profit growth
  • Shrinking print demand
  • Increased media analytics
  • Table: Media Buying Agencies Industry Revenue Outlook

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

  • Products & Markets
    Supply Chains
    Key Buying Industries
  • Advertising Agencies

  • Key Selling Industries
  • Free-to-Air Television Broadcasting
  • Magazine and Directory Publishing
  • Newspaper Publishing
  • Pay Television
  • Radio Broadcasting

  • Products & Services
  • TV media buying services
  • Digital media buying services
  • Print media buying services
  • Media planning and strategy services
  • Other media buying services
  • Advertising analytics and research services
  • Chart: Media Buying Agencies Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Advertising agencies
  • Private businesses
  • Government
  • Other sectors
  • Chart: Major Market Segmentation for the Media Buying Agencies Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Competitive Landscape
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • 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
    Major Companies
    WPP AUNZ LTDDentsu Aegis Network Australia Holdings Pty LtdOmnicom Media Group Australia Pty LtdInterpublic Australia Holdings Pty Ltd
  • Table: WPP AUNZ LTD - financial performance
  • Table: Dentsu Aegis Network Australia Holdings Pty Ltd - financial performance
  • Table: Omnicom Media Group Australia Pty Ltd - financial performance
  • Table: Interpublic Australia Holdings Pty Ltd - financial performance

  • Operating Conditions
    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
    Key Statistics
    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)

  • 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, television, the internet, and billboards.
  • Analytics
  • The analysis and communication of patterns found in collected data.
  • Below-The-Line Advertising
  • An advertising strategy that uses direct means of communication, such as direct mail or e-mail, and incentives such as coupons, competitions and price discounts.
  • Media Buying
  • Involves getting a client's advertisement placed in the desired location or medium, with the client paying the best price possible.
  • Through-The-Line Advertising
  • 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
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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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