Adding up: Increasing demand for digital advertising has supported revenue growth

Demand from advertising agencies and media planning services largely drives the Media Buying Agencies industry's performance. After developing an advertising campaign, an advertising agency typically engages the services of a media buying company to determine the best place and medium for the message to reach its audience. The media buying agency also arranges the lowest available price for the client. Other functions performed by industry operators include consumer research, developing advertising and media strategies, and media analytics and optimisation.Media buying companies have benefited from strong demand for digital media buying services due to solid growth across the downstream advertising sector over the past five more.

Industry Statistics & Market Size
Annual Growth 14-19
Forecast Growth 19-24

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
  • Industry Report - Industry Products Chapter

    The Media Buying Agencies industry provides a range of services to client organisations. The main service segments are digital media buying, TV media buying, print media buying, media planning and strategy, and advertising analytics and research. These segments can change as proportions of revenue based on trends in advertising and media consumption.Digital media buying servicesDigital media buying has increased strongly as a share of industry revenue over the five years through 2018-19. This segment has grown due to strong increases in internet connections, technology use, and website development, which have driven growth in user numbers and boosted advertising opportunities. Thi...purchase to read more.

    Additional Insights for the Media Buying Agencies Industry

    IBISWorld has determined the most important Key Success Factors for the Media Buying Agencies are:

  • Ability to effectively communicate and negotiate
  • Market research and understanding
  • Access to secure revenues
  • IBISWorld analysts also discuss how external factors such as Demand from advertising agencies and Demand from broadcasting (except internet) 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?

    Industry operators primarily conduct media planning and buying activities. These activities include determining the optimal method of promoting client products and services in print or broadcast media, and 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

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Demand from advertising agencies
  • Demand from broadcasting (except internet)
  • Business confidence index
  • Demand from internet publishing and broadcasting
  • Demand from newspaper, periodical, book and directory publishing
  • Total minutes of TV watched

  • Current Performance
  • Industry trends
  • Solid revenue growth
  • Profit and employment
  • 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

  • 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
  • Digital media buying services
  • TV 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
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Wages
  • Purchases
  • Depreciation
  • Rent
  • Utilities
  • Other Costs
  • 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
    WPP AUNZ LTD, Dentsu Aegis Network Australia Holdings Pty Ltd, Omnicom Media Group Australia Pty Ltd, Interpublic 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

  • 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
  • Industry Revenue (2010-2024)
  • Industry Gross Product (2010-2024)
  • Establishments (2010-2024)
  • Businesses (2010-2024)
  • Employment (2010-2024)
  • Wages (2010-2024)
  • Wages (2010-2024)
  • Purchases (2010-2024)
  • Profit (2010-2024)
  • Depreciation (2010-2024)
  • Rent (2010-2024)
  • Utilities (2010-2024)
  • Other (2010-2024)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    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'.
  • What Our Customers Say

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    IBISWorld’s Media Buying 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.

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    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
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    • 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
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