The Advertising Agencies industry is sensitive to changes in business confidence and media demand, which influence advertising spending by clients and advertising volumes on TV, radio, websites and in newspapers and magazines. However, in the five years through 2014-15, the relatively high cost of mass media advertising and the fragmentation of consumer media viewing habits have prompted clients to include a greater proportion of below-the-line communication in marketing campaigns, negatively affecting the industry due to the diminished role of advertising firms.
Companies in the industry provide advertising services, such as the creation of advertising campaigns and materials, to clients. Industry revenue relates to revenue received from developing and producing advertising campaigns, rather than from client billings.
The report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecast, growth rates and an analysis of the industry key players and their market shares.