Although the past five years were patchy for media buying agencies, the industry still managed to maintain growth. As corporate profit continues to rise and consumer sentiment increases, companies will start spending more on advertising, which will drive industry demand and revenue. Operators will be forced to remain up-to-date with changing technology in order to retain clients, as pay-for-performance and mobile advertising become increasingly important to industry and operator growth.
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.