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Creative Advertising
Market, Supplier, Risk and
Competitive Intelligence

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  • PRO access to New Beroe LiVE*
  • Category Report with unlimited updates*
  • Supplier Watchlist for 3 suppliers*
  • Supplier Shortlisting Tool*

With this purchase you will be subscribed for a 12-month PRO membership to AI Powered Procurement Productivity Suite - Beroe LiVE.Ai

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Manage Creative Advertising Category with Ai powered
Procurement Productivity Suite

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Abi will answer all Creative Advertising related
procurement queries with relevant data points

Abi - AI powered digital procurement assistant

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Get up-to-date market and supplier info on Creative Advertising to help you build

Intelligence covers market and price outlook, SWOT analysis, demand & supply drivers, engagement models and Procurement best practices

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Intelligence on category covers the following aspects market outlook, supply market, SWOT analysis, Cost components & Price outlook, Demand and supply drivers, Engagement Models and Procurement Best Practices

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Assess Supplier Risk based on key risk and compliance parameters

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Supplier assessment covers the following parameters Financial Risk, Ethical, Labor, Environmental Compliance, IT Security.

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Supplier assessment is powered by world’s leading data partners including D&B, CreditSafe, Dow Jones, Refinitiv, Orpheus

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Identify right fit suppliers based on your selection criteria including revenue, capabilities, certification, geography

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Select suppliers based on industry, country, classification from a database of 4.2 mn suppliers. Get detailed supplier profiles with supplier capabilities, revenue, certifications, risk ratings

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Benchmark your category performance against peers and the market

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Measure category performance on 15 key parameters across cost, risk and strategy KPIs

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Get information on key factors affecting your supply

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Source Macro Data and Market Indices information from leading data sources across these key areas - Labor Rates, Currency, Energy, Country Risk, Trade Flow/Transportation, Port Data, Tariff, Weather and Epidemics

meet-abi-1

Abi will answer all Creative Advertising related
procurement queries with relevant data points

Abi - AI powered digital procurement assistant

discover-market-info

Get up-to-date market and supplier info on Creative Advertising to help you build

Intelligence covers market and price outlook, SWOT analysis, demand & supply drivers, engagement models and Procurement best practices

1

Intelligence on category covers the following aspects market outlook, supply market, SWOT analysis, Cost components & Price outlook, Demand and supply drivers, Engagement Models and Procurement Best Practices

manage-risk

Assess Supplier Risk based on key risk and compliance parameters

1

Supplier assessment covers the following parameters Financial Risk, Ethical, Labor, Environmental Compliance, IT Security.

2

Supplier assessment is powered by world’s leading data partners including D&B, CreditSafe, Dow Jones, Refinitiv, Orpheus

discover-supplier

Identify right fit suppliers based on your selection criteria including revenue, capabilities, certification, geography

1

Select suppliers based on industry, country, classification from a database of 4.2 mn suppliers. Get detailed supplier profiles with supplier capabilities, revenue, certifications, risk ratings

assess-category-perforamnce

Benchmark your category performance against peers and the market

1

Measure category performance on 15 key parameters across cost, risk and strategy KPIs

source-market-indices

Get information on key factors affecting your supply

1

Source Macro Data and Market Indices information from leading data sources across these key areas - Labor Rates, Currency, Energy, Country Risk, Trade Flow/Transportation, Port Data, Tariff, Weather and Epidemics

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Report Coverage

  • BREXIT - Impact on Sourcing Creative Services
  • The major trends in global creative industry
  • Regional Market Outlook- North America, Europe, APAC & Australia
  • Cost Analysis and Expected Savings

Market Size

Market Size North America

$75-80 Bn

Market Size Europe

$50-55 Bn

Market Size Asia Pacific

$60-70 Bn

Market Size LATAM

$8 - 9 Bn

The spend of the global advertising industry is split into media planning & buying (65-90 percent) and creative advertising (10-35 percent). Regions such as North America, Europe, and certain parts of the APAC are the most mature markets due to innovation in services and high adaptability to digital media and evolving technologies. Service providers are witnessing higher engagement with buyers who expect best practices across creative advertising contracts, particularly in regions such as North America and Europe. The global creative advertising industry is driven by trends such as rising digital spends, production decoupling, and increasing customization in advertising.

Suppliers are also investing in improving their supply capability by adopting performance-based metrics for monitoring and evaluation of performance. The report also discusses the global drivers and constraints of the creative advertising industry. It also provides a regional market outlook on regions such as North America, Australia, Europe, and the APAC. It also explores the industrial outlook on the creative advertising industry, along with Porter's five forces analysis.

Beroe gathers advertising market intelligence through primary sources that include industry experts, researchers, and consultants, as well as current suppliers, producers and distributors. Secondary sources can include business journals, newsletters, magazines, market research data, company sources, and industry associations. Following data collation, analysis, and strategic review, the Final Research Report is published on Beroe LiVE.

Table of Contents

  1. Creative Advertising Executive Summary
  2. Executive Summary 
  3. COVID-19 Impact
  1. Creative Advertising Market Analysis
  2. Global Market Maturity
  3. Global Industry Trends
  4. Global Drivers and Constraints
  5. Regional Market Outlook
  6. Industry Outlook
  7. Porter's Five Forces Analysis
  8. Supply Market Outlook

 

  1. Cost and Pricing Analysis
  2. Cost Analysis and Expected Savings
  3. Cost Breakup - Global and Regional
  4. Pricing Analysis

 

  1. Creative Advertising Procurement Best Practices
  2. Sourcing Models Sourcing Models
  3. Comparative Analysis Sourcing Models
  4. Pros and Cons Pricing Models
  5. Comparative Analysis
  6. Contract Payment Insights
  7. Value Chain Mapping
  8. Key Performance Indicator (KPI) and Service
  9. Level Agreement (SLA) Components Creative Agencies - KPI Description
  10. Opportunities for Reducing Lead Time

 

  1. Creative Advertising End - user Industry Update
  2. Retail
  3. Pharmaceutical

 

  1. Billing Rates
  2. Cost Analysis and Expected Savings
  3. Cost Breakup - Global and Regional
  4. Pricing Analysis

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Creative Advertising Global Market Outlook

  • The overall advertising spend is split into media planning and buying (65–90 percent) and creative advertising (10–35 percent)
  • In 2019, the global ad spend was valued at $615.7 billion, it is forecasted that the impact of COVID-19 is expected to bring a decline of 8 percent approximately to the global ad spend in 2020. However, social media and online video are set to record a considerable rise in numbers

Creative Advertising Global Market Trends

  • The major trends in global creative industry are rising digital spend (expected to reach a 50–51 percent of advertising spend), production decoupling and increasing customization of advertisements
  • Suppliers are improving their supply capability by adopting performance-based metrics for evaluation and monitoring their performance

Creative Advertising Global Drivers and Constraints

The increasing importance of digital channels and major events (the US presidential elections, the Rio 2016 Olympics and Paralympics, as well as the UEFA EURO 2016 football championship) were the major drivers of the advertising industry.

Supply Market Outlook

High Maturity

  • Countries: U.S., Germany, UK, France, Italy, Spain and Japan
  • Suppliers: Established service providers have been providing bundled services to the clients, which eventually lowers their effort of searching for new providers for best-in-class technologies in the market

Medium Maturity 

  • Countries: China, Indonesia, Australia, India, Canada, Russia and Mexico
  • Suppliers: The majority of the market is held by local service providers who usually operate out of one country. Their services are customized to meet the demands of local buyers

Low Maturity

  • Countries: Ireland, Portugal, Belgium, Morocco, Libya, Nigeria and Algeria
  • Suppliers: Owing to lower demand, the creative advertising market is highly dispersed with local service providers that primarily provide tactical work for the advertisers

 

Creative Advertising Global Drivers and Constraints

Advertising market research shows that the digital medium is forecasted to witness growth in double digits and likely to contribute to more than half of the global ad sales.

Drivers

  • Increasing Digital Spend: The increasing importance and penetration of smartphones and social media has encouraged the marketers to increase their ad spend in these channels to attract more consumers and to improve their brand loyalty. By 2020, the share of digital advertising is expected to account for nearly 51 percent of the total advertising.
  • Increasing Penetration into Newer Markets: Marketers are increasing their focus on newer markets in APAC and Africa, which have higher growth expectations.

Constraints

  • High Margins and Lack of Transparency: Network agencies continue to enjoy high profit margins due to their billing rates, which are skewed towards senior personnel. Therefore, clients face cost pressures since budgets are decreasing but agencies are unwilling to accommodate the reduced budgets.
  • Dominance of Select Network Agencies: The top network agencies have dominated the market through strategic mergers and acquisitions, leading to a situation where the clients have less bargaining power

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