Digital Advertising Market in Publicis Omnicom Group vs. Google, Facebook, and Others Available on

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Digital Advertising Market in Publicis Omnicom Group vs. Google, Facebook, and others Available on

The global advertising market is expected to reach approximately $505 B in 2013, representing a 3.5% growth rate. Digital advertising is the fastest growing segment within advertising, and within that segment, mobile is the fastest growing segment of Internet advertising with a projected 67% growth rate.

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The merger of advertising giants would have more than 130,000 employees and will represent the number one advertisement firm with Omincom $14.2 B and Publicis $8.8, the combined revenue of $23B based on 2012 numbers. This surpasses the currently largest revenue producer WPP with $15.95B. Coming in at a current fourth place is Interpublic Group at $6.96B.

This research evaluates the proposed merger between Omnicom and Publicis including challenges, synergies, market opportunities, and recommendations for the combined company as it seeks to leverage its assets to obtain a greater stake in the digital advertising market. Recommendations include market focus, strategy, partnering, and acquisitions.

Target Audience:

  • Wireless carriers and Internet service providers
  • Advertising groups, agencies, and media buyers
  • Media companies, portals, and content providers
  • Digital application, content, and commerce companies

Executive Summary 3
Introduction 3
Publicis 4
Omnicom 4
Digital Advertising Types 4
Search Advertising 4
Display Advertising 5
Direct Response and the Marketing to Commerce Cycle 6
Digital Advertising Ecosystem 9
Facebook 9
Google 10
Others 11
Merger Benefits 13
Merger Challenges 14
Recommendations for Publicis Omnicom Group 14
More than Display Advertisements 15
Work more closely with Wireless Carriers 17
Focus more on Big Data 18
Recommended Acquisitions 19

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Related Reports

1) China Advertising Industry

China's internet advertising market ( size attained to RMB 75.31 billion in 2012, a year-on-year increase of 46.83%, and then slowed down to RMB 19.84 billion in the first quarter of 2013, with year-on-year growth of the first quarter firstly less than 40% for three consecutive years, entering into a relatively slackened growth cycle after high-speed development. Concerning the internet advertising revenue scale by enterprise, Baidu held the first position; Youku Tudou after the merger ranked eighth with revenue up to RMB 429 million in the first quarter of 2013.

2) Global Online Ad Spending Market

Global Online Ad Spending market ( to grow at a CAGR of 11.54 percent over the period 2012-2016. One of the key factors contributing to this market growth is the increase in online ad spending. The Global Online Ad Spending market has also been witnessing a shift from direct response advertising to brand advertising. However, data security concerns could pose a challenge to the growth of this market.

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