Advertising companies and media buyers are expected to develop methods to penetrate markets and receive higher revenue
Melbourne, Australia (PRWEB) April 15, 2014
Revenue for the Media Buying Agencies industry in Australia is mainly driven by demand from advertising agencies. Following the development of an advertising campaign, an advertising agency will engage the services of a media buying company, to determine the best place or medium to advertise and to place advertisements for the best price for the client. Other functions performed by the industry include developing advertising and media strategies, consumer research, and media analytics and optimisation.
With low growth across the advertising market in the past five years, the industry has achieved limited growth across traditional markets. There has been higher growth in new segments such as consumer research and analytics. The weak advertising environment has been due to low growth in some key market segments, such as retail, motor vehicles and consumer goods. According to IBISWorld industry analyst Alen Allday, “firms that operate in these segments have looked for ways to minimise expenses, with advertising often being an area that companies cut back on.” This leads to lower media buying demand as advertising agencies have fewer clients or a reduced need to place advertisements with the media. The industry exhibits a relatively low level of market share concentration. Companies with a significant share of the market include WPP Holdings (Australia) Pty Limited, Dentsu Australia Pty Ltd, Omnicom Media Group Australia Pty Ltd, Publicis Communication Pty Limited and Interpublic Australian Holdings Pty Ltd.
IBISWorld expects that industry revenue will increase at an annualised 2.0% in the five years through 2013-14, to $1.2 billion. This includes an estimated increase of 2.8% in 2013-14 as industry growth strengthens in an improving business environment. The industry has also benefited from increased use of online advertising and digital media. Major reductions in print media advertising over the past five years have contributed to growth in Media Buying Agencies industry demand. “The continuation of steady growth compared with previous years will be due to stable overall demand and revenue sources across broadcast, print and digital media,” says Allday. Advertising companies and media buyers are expected to develop methods to penetrate markets and receive higher revenue. In addition, greater use of media and consumer research and analytics by advertisers and companies will result in increased industry demand and activity, which will benefit revenue.
For more information, visit IBISWorld’s Media Buying Agencies report in Australia industry page.
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IBISWorld industry Report Key Topics
Companies operating in the industry are involved in media planning and buying activities. These include determining the optimal method of promoting client products and services within print or broadcast media and then negotiating and purchasing advertising space or time.
Key External Drivers
Industry Life Cycle
Products & Markets
Products & Services
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
Technology & Systems
Regulation & Policy
About IBISWorld Inc.
Recognised as the nation’s most trusted independent source of industry and market research, IBISWorld offers a comprehensive database of unique information and analysis on every Australian industry. With an extensive online portfolio, valued for its depth and scope, the company equips clients with the insight necessary to make better business decisions. Headquartered in Melbourne, IBISWorld serves a range of business, professional service and government organisations through more than 10 locations worldwide. For more information, visit http://www.ibisworld.com.au or call (03) 9655 3886.