Media Buying Agencies in the US

Spreading the word in a digital age

This industry has performed solidly over recent years, a trend that is expected to continue with the major advertising agencies continuing to consolidate while increasing their global presence. Going forward, this industry will be characterized by the diversion of advertising to more direct marketing initiatives and the increasing use of internet advertising.

This industry comprises establishments primarily engaged in creating advertising campaigns and placing such advertising in periodicals, newspapers, radio and television, or other media. These establishments are organized to provide a full range of services (i.e., through in-house capabilities or subcontracting), including advice, creative services, account management, production of advertising material, media planning, and buying (i.e., placing advertising). This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.