Mixed media: Revenue will grow slowly as companies adapt to the changing media landscapeAbstractMedia Representative Firms in the US
Over the five years to 2017, rising corporate profit and per capita disposable income have boosted advertising budgets, benefiting the industry and leading to growth. However, a dramatic shift away from traditional media has led corporations to spend increasingly larger portions of their advertising budgets on digital media sources, limiting potential gains.Industry firms have provided more representation for online and mobile media sites in recent years, but many digital media companies sell their advertising space in-house and bypass the need for industry services. While rising corporate profit and per capita disposable income are expected to drive up total advertising expenditure over the five years to 2022, industry growth will continue to be significantly hindered by the increasing dominance of digital media sources.
Industry firms are independent representatives that sell media time or space for owners of media entities. Operators in this industry are generally the agents between media owners and advertising companies or private corporations seeking advertising spots. Media companies contract media representative firms to promote the benefits of buying advertising space on their media source.
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.