Advertising Agencies in Canada
Over the past five years, this industry benefited from the proliferation of digital media which incited many businesses to invest in advertisements to reach their target audiences online. However, as more individuals accessed media with an increasingly wide variety of devices, audiences have become much more fragmented, forcing industry operators to get creative in reaching broad audiences as well as paving a way for small niche operators to emerge. Moreover, as consumer spending improved, businesses invested in advertising to develop strong brand awareness and a competitive advantage to bolster product sales volumes. The next five years will continue to be driven by emerging digital formats but will also be defined by innovative machine learning and predictive model techniques which help to make advertising campaigns more effective. Predicting consumer behaviour and targeting increasingly specific demographics is contingent upon access to consumer data, which will also shape the industry moving forward.
Advertising agencies create advertising campaigns and place such advertising in periodicals and newspapers, on radio and TV 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.