Advertising Agencies in the US
The Advertising Agencies industry has grown over the past five years due to growing corporate profit and the proliferation of digital media, which have broadened operators' access to their target audiences. However, not all industry trends have been positive over the past five years. As more individuals have 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. Following the overall economy, corporate profit and consumer spending both rebounded in the past five years, leading consumers of advertising services to be in better financial positions. In the five years to 2016, industry revenue is expected to grow. As companies learn how to further benefit from the growth of digital platforms, clients will seek integrated marketing solutions that combine multiple media platforms, resulting in more demand for industry services. With this new growth potential, industry revenue is forecasted to grow in the five years to 2021.
Advertising agencies create advertising campaigns for periodicals, newspapers, radio, TV and other media. Through in-house capabilities or subcontracting, ad agencies provide advice, creative services, account management, production of advertising material and media planning and buying (e.g. ad placement.)
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.