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Going viral: Revenue will grow as opportunities arise in online media and direct marketing campaigns



Abstract

Media Buying Agencies in the US

The Media Buying Agencies industry engages in the strategic buying of media space and placement of advertisements to reach a target audience. Media planning involves industry operators monitoring the results of marketing campaigns for their clients and making necessary changes if results fail to materialize. As consumption of media trends change, media buyers must also adapt to survive. With an increasing emphasis on digital outlets, IBISWorld expects industry revenue to grow over the five years to 2016. The rising use of digital media has made reaching target markets much easier, which has opened access to demographics that were harder to reach in the past. As operators learn how to further benefit from the growth of digital platforms, clients will seek integrated marketing solutions that combine multiple media platforms, resulting in more demand for industry services. As a result, industry revenue is forecast to increase over the next five years.

Media buying agencies purchase advertising time and space from media providers and resell it to advertisers. They can also be involved in planning individual campaigns and monitoring the results of advertising placements against agreed metrics, such as target audience reach. Large advertisers may bypass this industry by using in-house media buying teams and dealing directly with media representatives.

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

Media Buying 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

The Interpublic Group of Companies Inc.

Omnicom Group Inc.

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