Advertising & Marketing Services

Advertising & Marketing Services

Brief Excerpt from Industry Overview Chapter:

Companies in this industry are primarily engaged in advertising, public relations, and other related services. The world's major advertising companies include Interpublic Group and Omnicom (both based in the US); along with Dentsu (Japan); Publicis (France); WPP (UK); and the digital marketing arms of global consulting firms Accenture, Deloitte, IBM, and PricewaterhouseCoopers.

COMPETITIVE LANDSCAPE

Migration of ad spending to digital media continues to drive change in the industry. Global media owner revenue from digital ads, including search, social, and mobile, has surpassed TV ad revenue, according to Zenith. Within the industry, competition is high between firms that provide traditional TV or print advertising and those that provide more modern digital and mobile/social focused services. This leads many larger firms to create or acquire brands that offer a wider array of services.

PRODUCTS, OPERATIONS & TECHNOLOGY

Major sources of revenue for the industry in the US are multiple advertising (30%), media planning and/or buying (10%), advertising creative (15%), full public relations services (15%), and leased display advertising media space (10%). Other services include coordination of production and delivery of premiums, direct mail advertising, and distribution of advertising materials.