Media buying and planning revenue is mainly driven by demand from advertising agencies to advertise products and services for clients across various forms of media. Following the development of an advertising campaign, an advertising agency will engage the services of a media buying company to determine the best place and medium for the message, as well as arrange the lowest available price for the client. Other functions performed by the industry include consumer research, developing advertising and media strategies and media analytics and optimisation.
Companies operating in the industry are involved in media planning and buying activities. These include determining the optimal method of promoting client products and services within print or broadcast media and then negotiating and purchasing advertising space or time. Industry revenue refers to revenue received from media buying activities and services, rather than 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.