Buying in: Increased demand for media analytics and strategy has led to revenue growth

Demand from advertising agencies and demand for media planning services largely drive the Media Buying Agencies industry's performance. Following the development of 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, and arrange 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...read more.

Industry Statistics & Market Size
Revenue
$1bn
Annual Growth 13-18
2.1%
Forecast Growth 18-23
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Profit
x.x%lock
Employment
11,280
Businesses
3,437
Market Share of Companies

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 Report - Industry Locations Chapter

    The number of firms providing media buying and planning services, and the revenue from these services, is mainly concentrated in New South Wales and Victoria. These two States are estimated to account for over 70% of industry enterprises, and 68.3% of revenue generated by the industry's activities in the current year. These high concentrations are due to the historical development of advertising services in these states and the population concentration and economic influence. Revenue is also high in NSW and Victoria as many advertisements are produced in these states, which are then used across all of Australia...purchase to read more.

    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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    What's in this report

    Industry Products

    What is the Media Buying Agencies Industry?

    Industry operators are involved in media planning and buying activities. These activities include determining the optimal method of promoting client products and services in 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
  • Revenue growth
  • Profit and employment
  • Industry trends
  • 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
  • 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

    Competitive Landscape

    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Wages
  • Purchases
  • Depreciation, rent and utilities
  • Other
  • 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 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

    • 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
    Includes:
  • Industry Revenue (2009-2023)
  • Industry Gross Product (2009-2023)
  • Establishments (2009-2023)
  • Businesses (2009-2023)
  • Employment (2009-2023)
  • Wages (2009-2023)

    • 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'.
    • What Our Customers Say
    Why buy this report?

    IBISWorld’s Media Buying 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.

    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 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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