The Media Buying Agencies industry engages in the strategic buying of media space and placement of advertisements to reach a target audience. Media planning involves industry operators monitoring the results of marketing campaigns for their clients and making necessary changes if results fail to materialize. As consumption of media trends change, media buyers must also adapt to survive. With an increasing emphasis on digital outlets, IBISWorld expects industry revenue to grow over the five years to 2016. The rising use of digital media has made reaching target markets much easier, which has opened access to demographics that were harder to reach in the past. As operators 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. As a result, industry revenue is forecast to increase over the next five years.
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.