Advertising Global Industry Guide 2013-2022

Date: April 19, 2018
Pages: 269
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Report type: Strategic Report
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Advertising Global Industry Guide 2013-2022
Advertising Global Industry Guide 2013-2022

SUMMARY

Global Advertising industry profile provides top-line qualitative and quantitative summary information including: industry size (value 2013-17, and forecast to 2022). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the industry.

SYNOPSIS

Essential resource for top-line data and analysis covering the global advertising industry. Includes industry size and segmentation data, textual and graphical analysis of industry growth trends and leading companies.

Key highlights
  • The advertising industry consists of agencies providing advertising, including display advertising, services.
  • The industry value reflects income of the agencies from such services.
  • Any currency conversions used in the creation of this report have been calculated using constant 2017 annual average exchange rates.
  • The global advertising industry had total revenues of $101,588.0m in 2017, representing a compound annual growth rate (CAGR) of 3.1% between 2013 and 2017.
  • The food, beverage & personal/healthcare segment was the industry's most lucrative in 2017, with total revenues of $28,237.5m, equivalent to 27.8% of the industry's overall value.
  • Advertising through social media platforms such as Facebook and Instagram has proved fruitful for advertisers looking to target millennials, whereas advertising on websites and search engines has helped expose advertisements to older internet users.
SCOPE
  • Save time carrying out entry-level research by identifying the size, growth, major segments, and leading players in the global advertising industry
  • Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the global advertising industry
  • Leading company profiles reveal details of key advertising industry players’ global operations and financial performance
  • Add weight to presentations and pitches by understanding the future growth prospects of the global advertising industry with five year forecasts
REASONS TO BUY
  • What was the size of the global advertising industry by value in 2017?
  • What will be the size of the global advertising industry in 2022?
  • What factors are affecting the strength of competition in the global advertising industry?
  • How has the industry performed over the last five years?
  • What are the main segments that make up the global advertising industry?


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EXECUTIVE SUMMARY
Market value
Market value forecast
Category segmentation
Geography segmentation
Introduction
What is this report about?
Who is the target reader?
How to use this report
Definitions
Global Advertising
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Advertising in Asia-Pacific
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Advertising in Europe
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Advertising in France
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Germany
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Italy
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Japan
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Australia
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Canada
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in China
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in The Netherlands
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in Spain
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in The United Kingdom
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Advertising in The United States
Market Overview
Market Data
Market Segmentation
Market outlook
Five forces analysis
Macroeconomic indicators
Company Profiles
Leading Companies
Appendix
Methodology
About MarketLine

LIST OF FIGURES

Figure 1: Global advertising industry value: $ billion, 2013-17
Figure 2: Global advertising industry category segmentation: % share, by value, 2017
Figure 3: Global advertising industry geography segmentation: % share, by value, 2017
Figure 4: Global advertising industry value forecast: $ billion, 2017-22
Figure 5: Forces driving competition in the global advertising industry, 2017
Figure 6: Drivers of buyer power in the global advertising industry, 2017
Figure 7: Drivers of supplier power in the global advertising industry, 2017
Figure 8: Factors influencing the likelihood of new entrants in the global advertising industry, 2017
Figure 9: Factors influencing the threat of substitutes in the global advertising industry, 2017
Figure 10: Drivers of degree of rivalry in the global advertising industry, 2017
Figure 11: Asia-Pacific advertising industry value: $ billion, 2013-17
Figure 12: Asia-Pacific advertising industry category segmentation: % share, by value, 2017
Figure 13: Asia-Pacific advertising industry geography segmentation: % share, by value, 2017
Figure 14: Asia-Pacific advertising industry value forecast: $ billion, 2017-22
Figure 15: Forces driving competition in the advertising industry in Asia-Pacific, 2017
Figure 16: Drivers of buyer power in the advertising industry in Asia-Pacific, 2017
Figure 17: Drivers of supplier power in the advertising industry in Asia-Pacific, 2017
Figure 18: Factors influencing the likelihood of new entrants in the advertising industry in Asia-Pacific, 2017
Figure 19: Factors influencing the threat of substitutes in the advertising industry in Asia-Pacific, 2017
Figure 20: Drivers of degree of rivalry in the advertising industry in Asia-Pacific, 2017
Figure 21: Europe advertising industry value: $ billion, 2013-17
Figure 22: Europe advertising industry category segmentation: % share, by value, 2017
Figure 23: Europe advertising industry geography segmentation: % share, by value, 2017
Figure 24: Europe advertising industry value forecast: $ billion, 2017-22
Figure 25: Forces driving competition in the advertising industry in Europe, 2017
Figure 26: Drivers of buyer power in the advertising industry in Europe, 2017
Figure 27: Drivers of supplier power in the advertising industry in Europe, 2017
Figure 28: Factors influencing the likelihood of new entrants in the advertising industry in Europe, 2017
Figure 29: Factors influencing the threat of substitutes in the advertising industry in Europe, 2017
Figure 30: Drivers of degree of rivalry in the advertising industry in Europe, 2017
Figure 31: France advertising industry value: $ million, 2013-17
Figure 32: France advertising industry category segmentation: % share, by value, 2017
Figure 33: France advertising industry geography segmentation: % share, by value, 2017
Figure 34: France advertising industry value forecast: $ million, 2017-22
Figure 35: Forces driving competition in the advertising industry in France, 2017
Figure 36: Drivers of buyer power in the advertising industry in France, 2017
Figure 37: Drivers of supplier power in the advertising industry in France, 2017
Figure 38: Factors influencing the likelihood of new entrants in the advertising industry in France, 2017
Figure 39: Factors influencing the threat of substitutes in the advertising industry in France, 2017
Figure 40: Drivers of degree of rivalry in the advertising industry in France, 2017
Figure 41: Germany advertising industry value: $ million, 2013-17
Figure 42: Germany advertising industry category segmentation: % share, by value, 2017
Figure 43: Germany advertising industry geography segmentation: % share, by value, 2017
Figure 44: Germany advertising industry value forecast: $ million, 2017-22
Figure 45: Forces driving competition in the advertising industry in Germany, 2017
Figure 46: Drivers of buyer power in the advertising industry in Germany, 2017
Figure 47: Drivers of supplier power in the advertising industry in Germany, 2017
Figure 48: Factors influencing the likelihood of new entrants in the advertising industry in Germany, 2017
Figure 49: Factors influencing the threat of substitutes in the advertising industry in Germany, 2017
Figure 50: Drivers of degree of rivalry in the advertising industry in Germany, 2017
Figure 51: Italy advertising industry value: $ million, 2013-17
Figure 52: Italy advertising industry category segmentation: % share, by value, 2017
Figure 53: Italy advertising industry geography segmentation: % share, by value, 2017
Figure 54: Italy advertising industry value forecast: $ million, 2017-22
Figure 55: Forces driving competition in the advertising industry in Italy, 2017
Figure 56: Drivers of buyer power in the advertising industry in Italy, 2017
Figure 57: Drivers of supplier power in the advertising industry in Italy, 2017
Figure 58: Factors influencing the likelihood of new entrants in the advertising industry in Italy, 2017
Figure 59: Factors influencing the threat of substitutes in the advertising industry in Italy, 2017
Figure 60: Drivers of degree of rivalry in the advertising industry in Italy, 2017
Figure 61: Japan advertising industry value: $ million, 2013-17
Figure 62: Japan advertising industry category segmentation: % share, by value, 2017
Figure 63: Japan advertising industry geography segmentation: % share, by value, 2017
Figure 64: Japan advertising industry value forecast: $ million, 2017-22
Figure 65: Forces driving competition in the advertising industry in Japan, 2017
Figure 66: Drivers of buyer power in the advertising industry in Japan, 2017
Figure 67: Drivers of supplier power in the advertising industry in Japan, 2017
Figure 68: Factors influencing the likelihood of new entrants in the advertising industry in Japan, 2017
Figure 69: Factors influencing the threat of substitutes in the advertising industry in Japan, 2017
Figure 70: Drivers of degree of rivalry in the advertising industry in Japan, 2017
Figure 71: Australia advertising industry value: $ million, 2013-17
Figure 72: Australia advertising industry category segmentation: % share, by value, 2017
Figure 73: Australia advertising industry geography segmentation: % share, by value, 2017
Figure 74: Australia advertising industry value forecast: $ million, 2017-22
Figure 75: Forces driving competition in the advertising industry in Australia, 2017

Global advertising industry has experienced moderate growth overall in recent years.  This trend is expected to continue throughout the forecast period. The advertising industry is highly consolidated, with four major groups dominating the competitive landscape. Companies such as Interpublic Group and Omnicom Group account for a large share of industry revenues and are highly acquisitive.

The global advertising industry had total revenues of $101,588.0m in 2017, representing a compound annual growth rate (CAGR) of 3.1% between 2013 and 2017. In comparison, the Asia-Pacific and US industries grew with CAGRs of 5% and 1.9% respectively, over the same period, to reach respective values of $31,898.0m and $42,174.0m in 2017.

Globally, the increase in smartphone penetration has caused a shift in the advertising industry to a more digital field. The average amount of time an individual spends on their mobile phone in a single day is approximately 90 minutes, which equates to 23 days over the course of a year, making digital advertising a lucrative avenue to achieve growth.

The food, beverage & personal/healthcare segment was the industry's most lucrative in 2017, with total revenues of $28,237.5m, equivalent to 27.8% of the industry's overall value. The retailer segment contributed revenues of $13,278.5m in 2017, equating to 13.1% of the industry's aggregate value.

The digital channel has become a key way for advertisers to reach the largest possible audience. Advertising through social media platforms such as Facebook and Instagram has proved fruitful for advertisers looking to target millennials, whereas advertising on websites and search engines has helped heighten exposure to older internet users.

The material was prepared in May, 2018.

LIST OF TABLES

Table 1: Global advertising industry value: $ billion, 2013-17
Table 2: Global advertising industry category segmentation: $ billion, 2017
Table 3: Global advertising industry geography segmentation: $ billion, 2017
Table 4: Global advertising industry value forecast: $ billion, 2017-22
Table 5: Asia-Pacific advertising industry value: $ billion, 2013-17
Table 6: Asia-Pacific advertising industry category segmentation: $ billion, 2017
Table 7: Asia-Pacific advertising industry geography segmentation: $ billion, 2017
Table 8: Asia-Pacific advertising industry value forecast: $ billion, 2017-22
Table 9: Europe advertising industry value: $ billion, 2013-17
Table 10: Europe advertising industry category segmentation: $ billion, 2017
Table 11: Europe advertising industry geography segmentation: $ billion, 2017
Table 12: Europe advertising industry value forecast: $ billion, 2017-22
Table 13: France advertising industry value: $ million, 2013-17
Table 14: France advertising industry category segmentation: $ million, 2017
Table 15: France advertising industry geography segmentation: $ million, 2017
Table 16: France advertising industry value forecast: $ million, 2017-22
Table 17: France size of population (million), 2013-17
Table 18: France gdp (constant 2005 prices, $ billion), 2013-17
Table 19: France gdp (current prices, $ billion), 2013-17
Table 20: France inflation, 2013-17
Table 21: France consumer price index (absolute), 2013-17
Table 22: France exchange rate, 2013-17
Table 23: Germany advertising industry value: $ million, 2013-17
Table 24: Germany advertising industry category segmentation: $ million, 2017
Table 25: Germany advertising industry geography segmentation: $ million, 2017
Table 26: Germany advertising industry value forecast: $ million, 2017-22
Table 27: Germany size of population (million), 2013-17
Table 28: Germany gdp (constant 2005 prices, $ billion), 2013-17
Table 29: Germany gdp (current prices, $ billion), 2013-17
Table 30: Germany inflation, 2013-17
Table 31: Germany consumer price index (absolute), 2013-17
Table 32: Germany exchange rate, 2013-17
Table 33: Italy advertising industry value: $ million, 2013-17
Table 34: Italy advertising industry category segmentation: $ million, 2017
Table 35: Italy advertising industry geography segmentation: $ million, 2017
Table 36: Italy advertising industry value forecast: $ million, 2017-22
Table 37: Italy size of population (million), 2013-17
Table 38: Italy gdp (constant 2005 prices, $ billion), 2013-17
Table 39: Italy gdp (current prices, $ billion), 2013-17
Table 40: Italy inflation, 2013-17
Table 41: Italy consumer price index (absolute), 2013-17
Table 42: Italy exchange rate, 2013-17
Table 43: Japan advertising industry value: $ million, 2013-17
Table 44: Japan advertising industry category segmentation: $ million, 2017
Table 45: Japan advertising industry geography segmentation: $ million, 2017
Table 46: Japan advertising industry value forecast: $ million, 2017-22
Table 47: Japan size of population (million), 2013-17
Table 48: Japan gdp (constant 2005 prices, $ billion), 2013-17
Table 49: Japan gdp (current prices, $ billion), 2013-17
Table 50: Japan inflation, 2013-17
Table 51: Japan consumer price index (absolute), 2013-17
Table 52: Japan exchange rate, 2013-17
Table 53: Australia advertising industry value: $ million, 2013-17
Table 54: Australia advertising industry category segmentation: $ million, 2017
Table 55: Australia advertising industry geography segmentation: $ million, 2017
Table 56: Australia advertising industry value forecast: $ million, 2017-22
Table 57: Australia size of population (million), 2013-17
Table 58: Australia gdp (constant 2005 prices, $ billion), 2013-17
Table 59: Australia gdp (current prices, $ billion), 2013-17
Table 60: Australia inflation, 2013-17
Table 61: Australia consumer price index (absolute), 2013-17
Table 62: Australia exchange rate, 2013-17
Table 63: Canada advertising industry value: $ million, 2013-17
Table 64: Canada advertising industry category segmentation: $ million, 2017
Table 65: Canada advertising industry geography segmentation: $ million, 2017
Table 66: Canada advertising industry value forecast: $ million, 2017-22
Table 67: Canada size of population (million), 2013-17
Table 68: Canada gdp (constant 2005 prices, $ billion), 2013-17
Table 69: Canada gdp (current prices, $ billion), 2013-17
Table 70: Canada inflation, 2013-17
Table 71: Canada consumer price index (absolute), 2013-17
Table 72: Canada exchange rate, 2013-17
Table 73: China advertising industry value: $ million, 2013-17
Table 74: China advertising industry category segmentation: $ million, 2017
Table 75: China advertising industry geography segmentation: $ million, 2017

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