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Advertising Agencies Market Assessment 2014

  • June 2014
  • -
  • Key Note Publications Ltd

Executive Summary

The past 5 years have represented a period of ongoing change for the advertising industry, with digital channels continuing to achieve double-digit growth and overtaking television to become the most popular form of advertising in the UK. Domestic advertising expenditure across all channels increased by an estimated 25.1% between 2009 and 2013, with digital — and, in particular, mobile — adspend fuelling much of this growth. The proliferation of ‘connected’ mobile devices has underpinned the migration of advertisers onto digital channels, with an estimated 51% of UK adults now thought to own a smartphone, along with 24% who own a tablet computer. Several other advertising channels, including television, direct mail, outdoor and cinema, and radio, have also reported growth in advertising expenditure over the past 5 years, albeit on a much smaller scale than online channels. Indeed, the only declines were observed in print media, with both newspapers and magazines reporting decreases in adspend over the past 5 years, in line with the long-term decline in print circulations and increased competition from online channels.

Table Of Contents

Advertising Agencies Market Assessment 2014
Advertising Agencies 2014
Foreword
Executive Summary
Introduction
OVERVIEW
MARKET DEFINITION
Agency Categories
Job Functions Within the Advertising Industry
Strategic Overview
BACKGROUND
MARKET DYNAMICS AND SEGMENTATION
Leading Advertisers
Market Sectors
Total UK Market
Market Size by Media Format
DISTRIBUTION
By Region
By Employment
COMPETITIVE STRUCTURE
Top Advertising Agencies
Top Media Agencies
Top Advertisers by Agencies
INDUSTRY ISSUES
Publicis Group and Omnicom Merge
Digital Continues to Power Growth Across the Advertising Industry
Squeeze on Public-Sector Marketing Budgets Leading to Concerns
THE CONSUMER
Consumer Research
Digitally Connected Audiences
MARKET FORECASTS
Broadcast Media
TELEVISION
Background
Market Size
Consumer Trends
Competitor Activity
RADIO
Background
Market Size
Consumer Trends
Competitor Activity
Print Media
NEWSPAPERS
Background
Market Size
Consumer Trends
Competitor Activity
MAGAZINES
Background
Market Size
Consumer Trends
Competitor Activity
The Internet
BACKGROUND
Mobile Marketing
MARKET SIZE
Audience Size
Advertising Expenditure
CONSUMER TRENDS
Internet Activities
Internet Purchasing
Reasons For No Internet Access
COMPETITOR ACTIVITY
Top Digital Agencies
Top Websites
Awards
Other Media
DIRECT MAIL
Background
Market Size
Consumer Trends
Competitor Activity
CINEMA AND OUTDOOR
Background
Market Size
Consumer Trends
Competitor Profile
An International Perspective
INTRODUCTION
TOP TEN GLOBAL ADVERTISING COMPANIES
PEST Analysis
POLITICAL
Alcohol Advertising to be Reviewed by Regulators
Ban on Advertising to Under-11s Proposed
EU Introduces 'Cookie Law' to Protect Online Privacy
E-Cigarette Advertising to Be Investigated
Government Announces Changes to Law on Gambling Advertising
Cinema Advertising to be Deregulated
ECONOMIC
UK Business Confidence Gaining Momentum
Marketing Budgets Revised Upward for Q4
SOCIAL
2014: The Year of Social Media Advertising?
Backlash on Airbrushing in Advertisements
Children and Advertising
TECHNOLOGICAL
Mobile to Overtake Newspaper Adspend in
The Power of the Viral Video
Consumer Dynamics
INTRODUCTION
CONSUMER ATTITUDES
I Have Bought Goods and/or Services as a Direct Result of Internet Advertising
I Have Bought Goods and/or Services as a Direct Result of Magazine/Newspaper Advertising
I Have Bought Goods and/or Services as a Direct Result of Television Advertisements
I Have Bought Goods and/or Services as a Direct Result of Advertising on Social Media Sites
I Have Bought Goods and/or Services as a Direct Result of Advertising Through a Mobile Device
I Have Bought Goods and/or Services as a Direct Result of Radio Advertising
The Government Should Ban All Advertising of Gambling and Alcohol
The Government Should Ban All Advertising of Unhealthy Foods
I Find the Volume of Advertisements on Television and Radio Excessive
I Find the Volume of Advertisements on the Internet Excessive
I Find the Volume of Advertisements in Magazines/Newspapers Excessive
I Am More Likely to Purchase a Product if I Have Seen and Advertisement For It
Competitor Analysis
INTRODUCTION
DENTSU AEGIS NETWORK LTD
Corporate Information
Brands
Current and Future Developments
Financial Results
HAVAS GROUP
Corporate Information
Brands
Current and Future Developments
Financial Results
INTERPUBLIC GROUP OF COMPANIES INC
Corporate Information
Brand Information
Current and Future Developments
Financial Results
OMNICOM GROUP INC
Corporate Information
Brands
Current and Future Developments
Financial Results
PUBLICIS GROUPE SA
Corporate Information
Brands
Current and Future Developments
Financial Results
SAPIENT CORP
Corporate Information
Brands
Current and Future Developments
Financial Results
WALKER MEDIA LTD
Corporate Information
Brand Information
Current and Future Developments
Financial Results
WIEDEN + KENNEDY UK LTD
Corporate Information
Brands
Current and Future Developments
Financial Results
WPP PLC
Corporate Information
Brands
Current and Future Developments
Financial Results
The Future
INTRODUCTION
ECONOMIC TRENDS
MARKET FORECASTS TO
FUTURE TRENDS
Big Data
Wearable Tech: The New Mobile Marketing
Automated Ad-Buying Systems
Further Sources
Associations
Publications
General Sources
Government Publications
Other Sources
Understanding Consumer Survey Data
Number, Profile, Penetration
Social Grade
Standard Region
Key Note Research
The Key Note Range of Reports

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