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.
Media Planning and Buying Market Trends
Category Intelligence on Media Planning and Buying covers the following
- Information relating to market, supply, cost, and pricing analysis
- Hard to find data on cost and TCO models, supplier details, and performance benchmarks
- Macroeconomic and regional trends impacting cost, supply, and other market dynamics
- Category-specific negotiation and sourcing advice
Industry Outlook & Drivers
Media Planning and Buying Global Market Outlook
The global advertising market was valued at approximated $547 billion in 2016 and is growing at around 4 percent year-on-year
Media planning and buying contributes to 65 percent of the market size, which was approximately $355 billion in 2016
The strength of digital spend continues to be the key driver of growth in the global advertising market and is forecasted to grow to $161 billion by 2017 Regions such as Europe and North America and certain parts of APAC such as Japan have high market maturity due to innovation and adoption of advanced technologies such as programmatic buying and real-time bidding.
Global media planning and buying services market size is $362.7 Billion (65 percent) of advertising ($558 billion).
Projected media planning demand contribution by industry (2018): FMCG- 28% Auto- 9%, E-commerce- 8%, Retail-7%, Telecom-6%, BFSI-5%, Services-5%, Consumer Durables-4%, Education-5%, Real Estate-3%, and Others- 20%,
According to media planning trends, the impactful cost components of media planning and buying industry: Payroll expense is the major cost component, representing 40–45 percent of the total cost.
Media Planning and Buying Global Market Maturity
North America and Europe have higher concentration of network agencies, so buyers can have one or several centralized contracts covering geographies
- In APAC, large buyers are increasing their footprints fuelled by its massive consumer base and adoption of technology
Media Planning and Buying Industry Trends
shift of media budget from traditional to nontraditional media channels, increasing focus on emerging regions and cross-screen planning are witnessed as the major trends in the industry. Advertisers are moving their budgets from traditional to digital channels, which enhances their brand and target reach
Media Planning and Buying Industry Supply Market Outlook
- Global suppliers have expanded their base and have operational offices in emerging regions due to increasing demand for services
- Service providers continue to invest in technology and infrastructure to improve their service capabilities and service quality
Shift to Digital Advertising
- Media agencies have increased their digital media planning and buying capabilities
- Top players like WPP and Publicis have increased their digital capabilities by acquiring niche players in the market. For example, WPP has acquired a majority stake in Essence Digital Limited, a global digital agency and the world's largest independent buyer of digital media
Why You Should Buy This Report
- The report details the media planning market size, maturity, media planning trends, drivers and constraints, etc.
- It gives the regional outlook of media planning and buying services market in North America, Europe, Asia-Pacific and Australia.
- It gives the Porter’s five force analysis of the global media planning and buying market, gives insight into supply trends and details the key media planning suppliers.
- The report details the cost breakdown, pricing analysis and forecast and lists out the sourcing, engagement and pricing models.
