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Making a name: Revenue will grow as agencies adjust to the changing media landscape



Advertising Agencies in the US

Operators in the Advertising Agencies industry create advertising campaigns and place the advertisements in periodicals, newspapers, radio, TV and other media. The emergence of new media and, in particular, the trend moving away from traditional media and toward digital services, has prompted a change in advertising strategies. Consequently, some industry operators have started to specialize in online advertising to adapt. As a result, industry revenue has grown relatively well over the five years to 2016. Over the next five years, the industry will exhibit sustained growth, as the proliferation of digital mediums, such as tablets and smartphones, provide new revenue streams. Furthermore, many companies are incorporating advertising, by design, into new technological products to lower their pricing.

Advertising agencies create advertising campaigns for periodicals, newspapers, radio, TV and other media. Through in-house capabilities or subcontracting, ad agencies provide advice, creative services, account management, production of advertising material and media planning and buying (e.g. ad placement).

This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.



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Table Of Contents

Advertising Agencies in the US - Industry Market Research Report

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 and MARKETS
Supply Chain
Products and 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 Globalization

MAJOR COMPANIES

OPERATING CONDITIONS
Capital Intensity
Technology and Systems
Revenue Volatility
Regulation and Policy
Industry Assistance

KEY STATISTICS
Industry Data
Annual Change
Key Ratios

JARGON and GLOSSARY



MAJOR COMPANIES

Omnicom Group Inc.

The Interpublic Group of Companies Inc.

WPP PLC

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