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Global Media Planning and Buying Market: Media Expenditure Market Breakup by Demand Contribution by Industries: FMCG, Auto, E-Commerce, Retail, Telecom, BFSI, Services, Consumer Durables, Education, Real Estates; Regional Analysis; Historical Market and Forecast (2016-2026); Competitive Landscape; Industry Events and Developments
Global Media Planning and Buying Market Outlook
The global media planning and buying market is being driven by the global media expenditure, which attained a value of nearly USD 425 billion in 2020.
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The global media expenditure is likely to grow at a CAGR of 4% in the forecast period of 2021-2026 to reach a value of nearly USD 537.6 billion by 2026. The United States is one of the major regions, contributing around 30% of this additional advertising expenditure, followed by China, India and Indonesia.
The global media planning and buying market size reached nearly USD 362.7 billion in 2018, accounting for 65% of the global advertising market which reached around USD 558 billion in the same year. The advertising market is majorly aided by the fastest growing medium, the internet, which attracted nearly 35% of the global advertisement spend in 2020. On an average, nearly 10 to 20% of television expenditure has moved to online videos. Expenditure on digital video advertisements rose by about 28% to USD 9 billion in the 2017-2018 period. Television viewing in regions including the United Kingdom and the United States has steadily declined over the last few years. This has led to the shift of consumer base to online videos.
The Asia Pacific has a high population of mobile users as well as second and third-screen activity numbers. This region is providing ample opportunities for key players on the forefront of advertisement technology and they are searching for new methods to increase their demand in the region. The rising penetration of internet and lower data rates in the emerging economies of the region will also aid the growth of the global media planning and buying market in the Asia Pacific region.
Properties and Applications
Media planning is the mechanism by which advertisers decide where, when, and how often an advertisement is screened to optimize engagements and return on investments (ROI). The media strategy may divide advertisement spending and resources among different online and offline platforms, such as broadcast, print, paid ads, video ads, or native content. An effective media plan may well result in a set of advertising opportunities that focus on specific audiences and fit into the marketing budget of the organization. Media buying refers to the purchase of advertising from a media company such as a television station, a newspaper, a magazine, a blog, or a website. It also involves negotiating the price and placement of advertisements, as well as researching the best new locations for ad placement.
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The industry for media planning and buying can be categorised based on demand contribution by industries into:
- FMCG
- Auto
- E-Commerce
- Retail
- Telecom
- BFSI
- Services
- Consumer Durables
- Education
- Real Estates
- Others
The EMR report also covers the regional media planning and buying markets like North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.
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Market Analysis
The market is being driven by the advertising market, which is aided by the digital channel, powered by the growing trend of online videos and social media. The net digital advertisement spending will grow by around 12% in the 2020-2021 period. The rise of mobile phones continues to drive the growth within the overall digital advertisement spending. More key players will spend higher proportions of their advertising media budgets on mobile due to its popularity among the population, especially the younger generation. The increasing intensive competition in the market has led to the creation of new brands and has increased the overall advertisement spend across industries. Moreover, the shift of consumers from television to online videos has aided the market growth. Consumers are leading this cross-screen viewing evolution in North America. The consumers in the United States are adding new screens and applications that complement TV. This increases the demand for televisions every year, thus, aiding the industry growth further.
The transition in the advertising budget from conventional to non-traditional media channels, growing emphasis on developing markets, and cross-screen planning are seen as major trends in the industry. Advertisers shift their budgets from traditional to digital channels to enhance their brand and reach their target audiences. Other drivers include Artificial Intelligence (AI) for media planning and buying and the growing location-based and technology-based media planning and buying, among others.
Competitive Landscape
The report gives a detailed analysis of the following key players in the global media planning and buying market, covering their competitive landscape, capacity, and latest developments like mergers, acquisitions, and investments, expansions of capacity, and plant turnarounds:
- Starcom
- MediaCom
- Carat
- Vizeum
- Horizon Media
- WPP plc
- Omnicom Group Inc. (NYSE: OMC)
- Publicis Groupe
- Interpublic Group (IPG)
- Dentsu Inc.
- Havas Group
- Hakohodo DY Holding Inc.
- Mindshare Worldwide
- MDC Partners Inc.
- Acxiom LLC
- Others
The comprehensive EMR report provides an in-depth assessment of the industry based on the Porter’s five forces model, along with giving a SWOT analysis.
| REPORT FEATURES | DETAILS |
|---|---|
| Base Year | 2020 |
| Historical Period | 2016-2020 |
| Forecast Period | 2021-2026 |
| Scope of the Report | Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment- Industries, Region |
| Breakup by Industries | FMCG, Auto, E-Commerce, Retail, Telecom, BFSI, Services, Consumer Durables, Education, Real Estates, Others |
| Breakup by Region | North America, Europe, Asia Pacific, Latin America, Middle East and Africa |
| Market Dynamics | SWOT, Porter's Five Forces, EMR’s Key Indicators for Price and Demand |
| Competitive Landscape | Market Structure, Company Profiles- Company Overview, Product Portfolio, Demographic Reach and Achievements, Certifications |
| Companies Covered | Starcom Worldwide, Inc., MediaCom, Carat, Vizeum, Horizon Media, WPP plc, Omnicom Group Inc., Publicis Groupe, Interpublic Group (IPG), Dentsu Inc., Havas Group, Hakohodo DY Holding Inc., Mindshare Worldwide, MDC Partners Inc., Acxiom LLC, Others |
| Report Price and Purchase Option | Explore our purchase options that are best suited to your resources and industry needs. |
| Delivery Format | Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option. |
*We at Expert Market Research always thrive to give you the latest information. The numbers in the article are only indicative and may be different from the actual report.
1 Preface
1.1 Objectives of the Study
1.1.1 Research Objective
1.1.2 Key Findings of the Report
2 Research Methodology
2.1 Data Extraction
2.2 Data Corroboration
2.3 Market Structure
2.4 Assumptions
2.5 Market Models
3 Introduction
3.1 Market Outlook
3.2 Market Scope and Segmentation
3.3 Additional Insights
4 Executive Summary
4.1 Key Market Developments
4.2 Market Analysis
4.3 Key Players
4.4 Cost Structure
4.5 Market Revenue and Growth
5 Market Dynamics
5.1 Market Driver Analysis
5.2 Market Restraint Analysis
5.3 Industry Challenges
5.4 Industry Opportunities
6 Global Media Planning and Buying Market Analysis
6.1 Figure: Global Media Expenditure Historical Market (2016-2020) & Forecast (2021-2026)
6.2 Chart: Global Media Expenditure Market Breakup by Industries
6.2.1 FMCG
6.2.2 Auto
6.2.3 E-Commerce
6.2.4 Retail
6.2.5 Telecom
6.2.6 BFSI
6.2.7 Services
6.2.8 Consumer Durables
6.2.9 Education
6.2.10 Real Estates
6.2.11 Others
6.3 Chart: Global Media Expenditure Market Breakup by Industries: Historical Market (2016-2020) & Forecast (2021-2026)
6.3.1 FMCG
6.3.2 Auto
6.3.3 E-Commerce
6.3.4 Retail
6.3.5 Telecom
6.3.6 BFSI
6.3.7 Services
6.3.8 Consumer Durables
6.3.9 Education
6.3.10 Real Estates
6.3.11 Others
6.4 Chart: Global Media Expenditure Market Breakup by Region
6.4.1 North America
6.4.1.1 United States of America
6.4.1.2 Canada
6.4.2 Europe
6.4.2.1 Germany
6.4.2.2 France
6.4.2.3 United Kingdom
6.4.2.4 Italy
6.4.2.5 Others
6.4.3 Asia Pacific
6.4.3.1 China
6.4.3.2 Japan
6.4.3.3 India
6.4.3.4 ASEAN
6.4.3.5 Others
6.4.4 Latin America
6.4.4.1 Brazil
6.4.4.2 Argentina
6.4.4.3 Mexico
6.4.4.4 Others
6.4.5 Middle East and Africa
6.4.5.1 Saudi Arabia
6.4.5.2 United Arab Emirates
6.4.5.3 Nigeria
6.4.5.4 South Africa
6.4.5.5 Others
6.5 Figure: Global Media Expenditure Market Breakup by Region: Historical Market (2016-2020) & Forecast (2021-2026)
6.5.1 North America
6.5.1.1 United States of America
6.5.1.2 Canada
6.5.2 Europe
6.5.2.1 Germany
6.5.2.2 France
6.5.2.3 United Kingdom
6.5.2.4 Italy
6.5.2.5 Others
6.5.3 Asia Pacific
6.5.3.1 China
6.5.3.2 Japan
6.5.3.3 India
6.5.3.4 ASEAN
6.5.3.5 Others
6.5.4 Latin America
6.5.4.1 Brazil
6.5.4.2 Argentina
6.5.4.3 Mexico
6.5.4.4 Others
6.5.5 Middle East and Africa
6.5.5.1 Saudi Arabia
6.5.5.2 United Arab Emirates
6.5.5.3 Nigeria
6.5.5.4 South Africa
6.5.5.5 Others
7 SWOT Analysis
7.1 Overview
7.2 Strengths
7.3 Weaknesses
7.4 Opportunities
7.5 Threats
8 Porter’s Five Forces Analysis
8.1 Overview
8.2 Buyer’s Power
8.3 Supplier’s Power
8.4 New Entrants
8.5 Degree of Rivalry
8.6 Substitutes
9 Value Chain Analysis
10 EMR’s Key Indicators for Demand
11 EMR’s Key Indicator for Price
12 Cost Analysis
12.1 Payroll Expenses
12.2 Indirect Labour
12.3 Space and Facilities
12.4 Corporate Expense
12.5 Profit Margin
13 Competitive Landscape & Supplier Analysis
13.1 Starcom Worldwide, Inc.
13.1.1 Company Overview
13.1.2 Financial Analysis
13.2 MediaCom
13.2.1 Company Overview
13.2.2 Financial Analysis
13.3 Carat
13.3.1 Company Overview
13.3.2 Financial Analysis
13.4 Vizeum
13.4.1 Company Overview
13.4.2 Financial Analysis
13.5 Horizon Media
13.5.1 Company Overview
13.5.2 Financial Analysis
13.6 WPP plc
13.6.1 Company Overview
13.6.2 Financial Analysis
13.7 Omnicom Group Inc.
13.7.1 Company Overview
13.7.2 Financial Analysis
13.8 Publicis Groupe
13.8.1 Company Overview
13.8.2 Financial Analysis
13.9 Interpublic Group (IPG)
13.9.1 Company Overview
13.9.2 Financial Analysis
13.10 Dentsu Inc.
13.10.1 Company Overview
13.10.2 Financial Analysis
13.11 Havas Group
13.11.1 Company Overview
13.11.2 Financial Analysis
13.12 Hakohodo DY Holding Inc.
13.12.1 Company Overview
13.12.2 Financial Analysis
13.13 Mindshare Worldwide
13.13.1 Company Overview
13.13.2 Financial Analysis
13.14 MDC Partners Inc.
13.14.1 Company Overview
13.14.2 Financial Analysis
13.15 Acxiom LLC
13.15.1 Company Overview
13.15.2 Financial Analysis
13.16 Others
14 Industry Events and Developments
Key Questions Answered in the Report
The global media planning and buying market is being aided by growth of the global media expenditure, which attained a value of nearly USD 425 billion in 2020.
The global media expenditure is projected to grow at a CAGR of 4% between 2021 and 2026, supporting the growth of the media planning and buying industry.
The global media expenditure is estimated to witness a healthy growth in the forecast period of 2021-2026 to reach USD 537.6 billion by 2026 and is expected to continue to aid the growth of the media planning and buying industry.
The major drivers of the industry, such as the rising disposable incomes, increasing population, rising use of mobile, increasing second and third-screen activity numbers, lower data rates in the emerging economies, and growing technological advancements, are expected to aid the market growth.
The key market trend guiding the growth of the media planning and buying industry includes the addition of new screens and applications that complement TV.
The major regions in the industry are North America, Latin America, the Middle East and Africa, Europe, and the Asia Pacific.
FMCG, auto, e-commerce, retail, telecom, BFSI, services, consumer durables, education, and real estates, among others, are the leading industries of media planning and buying in the market.
The major players in the industry are Starcom, MediaCom, Carat, Vizeum, Horizon Media, WPP plc, Omnicom Group Inc., Publicis Groupe, Interpublic Group (IPG), Dentsu Inc., Havas Group, Hakohodo DY Holding Inc., Mindshare Worldwide, MDC Partners Inc., and Acxiom LLC, among others.
Analyst Review
The global media planning and buying market is being driven by the global media expenditure, which attained a value of USD 425 billion in 2020. Aided by the lower data rates in the emerging economies and growing technological advancements, the media expenditure is expected to witness a further growth in the forecast period of 2021-2026, growing at a CAGR of 4%. The media expenditure is projected to reach USD 537.6 billion by 2026.
EMR’s meticulous research methodology delves deep into the market, covering the macro and micro aspects of the industry. Based on its industries, the global media planning and buying industry can be segmented into FMCG, auto, e-commerce, retail, telecom, BFSI, services, consumer durables, education, real estates, and others. The major regional markets for media planning and buying are North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa. The key players in the above market include Starcom, MediaCom, Carat, Vizeum, Horizon Media, WPP plc, Omnicom Group Inc., Publicis Groupe, Interpublic Group (IPG), Dentsu Inc., Havas Group, Hakohodo DY Holding Inc., Mindshare Worldwide, MDC Partners Inc., Acxiom LLC, and others.
EMR’s research methodology uses a combination of cutting-edge analytical tools and the expertise of their highly accomplished team, thus, providing their customers with market insights that are accurate, actionable, and help them remain ahead of their competition.
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