The recession caused many businesses to reduce advertising expenditure to mitigate losses. In addition, the internet's expanding influence caused large agencies to waste no time in acquiring niche agencies that specialize in digital, social and mobile media. In the coming years, the internet will continue to pose a problem for operators because companies can place advertising on the internet without the help of an agency. Furthermore, the shift to online content will make clients more likely to seek contracts that favour performance-based compensation.
Advertising agencies create advertising campaigns and place such advertising in periodicals and newspapers, on radio and television, or with other media. Through in-house capabilities or subcontracting, ad agencies provide a full range of services, including advice, creative services, account management, media planning and buying, and production of advertising material.
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.