Media Planning and Buying
Market, Supplier, Risk and
Competitive Intelligence

Media Planning and Buying Market Overview

Media planning and buying industry is driven by key trends such as shift of media budget from traditional to nontraditional media channels, increasing focus on emergings regions, and cross-screen planning. Advertisers are now shifting their budgets from traditional to digital channels, which enhances their overall brand and target reach. North America and Europe have the highest concentration of network agencies, so buyers in these regions can have several centralized contracts spanning different geographies. In the APAC, large buyers are increasing their footprints fuelled by its massive consumer base and adoption of technology.

Digital channel is now an established driver of global advertising,  powered by the upsurge of online videos and social media. This report  provides a regional market overview of North America, Europe, Asia Pacific, and Australia. It also gives an overview of opportunities and challenges in the global media planning and buying industry, along with Porter's five forces analysis of the global market. The report explores prominent mergers and acquisitions that have been prevalent in the industry, along with a descriptive analysis of supply trends.

There is strong competition in the global media planning and buying market amongst the media agencies, which allows marketers to change their suppliers based on the performance. The suppliers have less clout over the marketers, so supplier power will be low. 

The global media planning and buying services industry is regulated according to different industries.

However, the media industry is growing by 4–5 percent globally and is also witnessing increased penetration of mobile and internet media, which might result in niche specialist agencies entering into the media planning and buying services industry.

Intensity between rivals is high, especially in mature markets such as Europe and North America, due to the presence of multiple globally established media agencies.

With the rise of independent agencies and formation of independent agency groups that can cater to multi-market requirements, clients now have a viable substitute for dominant network agencies in the media planning and buying space.

Beroe gathers 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.