The Advertising Services industry is sensitive to changes in economic conditions, which affect the level of advertising and promotional spending by clients. In the past few years, the relatively high cost of main media advertising and fragmentation of consumers' media viewing habits have prompted clients to include a greater proportion of below-the-line communication in marketing campaigns. Fragmentation of media has been driven by the emergence of digital and new media, including web-enabled mobile phones, faster and cheaper internet, iPods and podcasts, pay TV, new free-to-air channels and social networking websites like Twitter, YouTube and Facebook.
Advertising agencies help clients create and place promotional material across a range of print and digital media, including TV, magazines, billboards and the internet. Many larger agencies also offer below-the-line services, which include direct mail, public relations and other sales promotion activities. This report does not deal with advertising space selling, aerial advertising service or sample distribution.
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.