The new report by Expert Market Research titled, ‘Global Media Planning and Buying Market Growth, Size, Share, Outlook, Report and Forecast 2020-2025′, gives an in-depth analysis of the global media planning and buying market, assessing the market based on its segments like demand contribution by industries and major regions. The report tracks the latest trends in the industry and studies their impact on the overall market. It also assesses the market dynamics, covering the key demand and price indicators, along with analyzing the market based on the SWOT and Porter’s Five Forces models.
The key highlights of the report include:
Market Overview (2015-2025)
1. Historical Market Size (2019): USD 425 billion
2. Forecast CAGR (2020-2025): 4%
3. Forecast Market Size (2025): USD 537.6 billion
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The global media planning and buying market growth is being propelled by the growth of media expenditure. The market is being aided by the advertising agency, which is being driven by the increasing penetration of the internet. The rising penetration of the internet is evident throughout the regions having a vast population shifting from televisions to online videos. The expenditure on digital advertisements, as well as videos, has, therefore, grown substantially owing to the rapidly growing consumer base. The industry is being propelled further by the rising innovations, along with new product launches by the key players in the industry, to meet the changing demands of their rising consumer base. Moreover, the integration of artificial intelligence is also a significant factor in driving the growth of the industry.
Industry Definition and Major Segments
Media planning refers to the mechanism by which advertising companies decide where, when, and how often a commercial is screened in order to optimise commitments and ROI. The marketing strategy splits the advertising and money between different channels, including online and offline, such as broadcasts, publishing, paid advertisements, video ads, or local content. An effective media plan could well provide a range of publicity options focused on individual audiences and fit into the organisation’s marketing budget. Media buying means buying advertisements from a media firm, such as a TV station, journal, magazine, blog, or website. It also requires the negotiation of commercial prices, placement, and the analysis of the best new ad placement locations.
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Based on demand contribution by industries, FMCG has the highest contribution. The other segments are:
7. Consumer Durables
9. Real Estates
North America is the largest media planning and buying market. Other regions include:
1. Asia Pacific
3. Latin America
4. Middle East and Africa
The global media planning and buying market is observing a rapid growth driven by factors like increased penetration of the internet, growing popularity of social media platforms, rising mobile phone market, and the growing trend of cross-screen planning. A shift of media budget from traditional to non-traditional media channels and increased focus on emerging regions are witnessed as the major trends in the industry. Advertisers are moving from traditional to digital channels, which in turn enhances their brand and target reach. Moreover, global suppliers have expanded their base and now have operational offices in emerging regions, owing to increased demands.
Key Market Players
The major players in the market 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. The report covers the market shares, capacities, plant turnarounds, expansions, investments, and mergers and acquisitions, among other latest developments of these market players.
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