Companies in this industry create advertising campaigns, implement public relations campaigns, and engage in media buying, among other advertising services. The world's major advertising companies include Dentsu (based in Japan), Interpublic (the US), Omnicom (the US), Publicis (France), and WPP (Ireland).
Worldwide, the advertising and marketing industry generates about $560 billion in annual revenue. North America is the largest market, accounting for 37% of total global ad spending, followed by the Asia/Pacific region (32%), and Western Europe (nearly 18%), according to eMarketer. The most ad spending growth is expected to come from Latin America and Asia/Pacific regions.
The US advertising and marketing services industry includes about 38,000 establishments (single-location companies and units of multi-location companies) with combined annual revenue of about $95 billion.
Demand for advertising and marketing services comes largely from businesses that sell consumer products, entertainment, financial services, technology, and telecommunications. The profitability of individual companies depends on creative skills and maintaining client relationships. Large companies benefit from being able to serve the varied needs of major customers. Small companies can compete by focusing on niche markets or by offering lower pricing. The US industry is fragmented: the top 50 companies generate about 40% of revenue.
New competition for advertising and marketing business has come from database marketing companies, systems integrators, and telemarketers.
PRODUCTS, OPERATIONS & TECHNOLOGY
Major services are advertising for print, broadcast, and online media (about 25% of industry sales), public relations (12%) and direct marketing...