Advertising & Marketing Services Industry Profile

Companies in this industry create advertising campaigns, implement public relations campaigns, and engage in media buying, among other advertising services. Major companies include Interpublic and Omnicom, (both headquartered in the US); Dentsu and Hakuhodo DY Holdings (both based in Japan); Publicis (France); and WPP (Ireland).

Worldwide, the advertising and marketing industry generates about $460 billion in revenue, according to Magna. The US is the largest ad market, accounting for about a third of total worldwide advertising, followed by Japan, Germany, and China. Large populations and the expansion of the middle class in BRIC nations (Brazil, Russia, India, and China) are expected to offer significant growth opportunities for the industry.

The US advertising and marketing services industry includes about 37,000 companies with combined annual revenue of about $94 billion and is expected to grow at a moderate rate over the next two years. Corporate spending drives growth.

COMPETITIVE LANDSCAPE

Demand for advertising and marketing services comes largely from businesses that sell consumer products, entertainment, financial services, technology, and telecommunications. The profitability of individual companies depends on creative skills and maintaining client relationships. Large companies benefit from being able to serve the varied needs of major customers. Small companies can compete by focusing on niche markets or by offering lower pricing. The industry is fragmented: the top 50 companies generate about one-third of revenue.

New competition for advertising and marketing business has come from database marketing ...