Advertising Global Industry Guide 2015-2024
Advertising Global Industry Guide 2015-2024
SUMMARY
Global Advertising industry profile provides top-line qualitative and quantitative summary information including: industry size (value 2015-19, and forecast to 2024). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the industry.
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
SUMMARY
Global Advertising industry profile provides top-line qualitative and quantitative summary information including: industry size (value 2015-19, and forecast to 2024). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the industry.
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 revenues gained by any advertising activities or agencies providing advertising services, including display advertising services.
- Any currency conversions used in the creation of this report have been calculated using constant 2019 annual average exchange rates.
- The global advertising industry had total revenues of $596,423.0m in 2019, representing a compound annual growth rate (CAGR) of 3.8% between 2015 and 2019.
- The food, beverage & personal/healthcare segment was the industry's most lucrative in 2019, with total revenues of $141,237.0m, equivalent to 23.7% of the industry's overall value.
- Globally, the increase in smartphone penetration has caused a shift in the advertising industry to a more digital field.
- 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
- What was the size of the global advertising industry by value in 2019?
- What will be the size of the global advertising industry in 2024?
- 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?
1 EXECUTIVE SUMMARY
1.1. Market value
1.2. Market value forecast
1.3. Category segmentation
1.4. Geography segmentation
1.5. Competitive Landscape
2 INTRODUCTION
2.1. What is this report about?
2.2. Who is the target reader?
2.3. How to use this report
2.4. Definitions
3 GLOBAL ADVERTISING
3.1. Market Overview
3.2. Market Data
3.3. Market Segmentation
3.4. Market outlook
3.5. Five forces analysis
3.6. Macroeconomic Indicators
4 ADVERTISING IN ASIA-PACIFIC
4.1. Market Overview
4.2. Market Data
4.3. Market Segmentation
4.4. Market outlook
4.5. Five forces analysis
5 ADVERTISING IN EUROPE
5.1. Market Overview
5.2. Market Data
5.3. Market Segmentation
5.4. Market outlook
5.5. Five forces analysis
5.6. Macroeconomic Indicators
6 ADVERTISING IN FRANCE
6.1. Market Overview
6.2. Market Data
6.3. Market Segmentation
6.4. Market outlook
6.5. Five forces analysis
6.6. Macroeconomic Indicators
7 ADVERTISING IN GERMANY
7.1. Market Overview
7.2. Market Data
7.3. Market Segmentation
7.4. Market outlook
7.5. Five forces analysis
7.6. Macroeconomic Indicators
8 ADVERTISING IN ITALY
8.1. Market Overview
8.2. Market Data
8.3. Market Segmentation
8.4. Market outlook
8.5. Five forces analysis
8.6. Macroeconomic Indicators
9 ADVERTISING IN JAPAN
9.1. Market Overview
9.2. Market Data
9.3. Market Segmentation
9.4. Market outlook
9.5. Five forces analysis
9.6. Macroeconomic Indicators
10 ADVERTISING IN AUSTRALIA
10.1. Market Overview
10.2. Market Data
10.3. Market Segmentation
10.4. Market outlook
10.5. Five forces analysis
10.6. Macroeconomic Indicators
11 ADVERTISING IN CANADA
11.1. Market Overview
11.2. Market Data
11.3. Market Segmentation
11.4. Market outlook
11.5. Five forces analysis
11.6. Macroeconomic Indicators
12 ADVERTISING IN CHINA
12.1. Market Overview
12.2. Market Data
12.3. Market Segmentation
12.4. Market outlook
12.5. Five forces analysis
12.6. Macroeconomic Indicators
13 ADVERTISING IN THE NETHERLANDS
13.1. Market Overview
13.2. Market Data
13.3. Market Segmentation
13.4. Market outlook
13.5. Five forces analysis
13.6. Macroeconomic Indicators
14 ADVERTISING IN SPAIN
14.1. Market Overview
14.2. Market Data
14.3. Market Segmentation
14.4. Market outlook
14.5. Five forces analysis
14.6. Macroeconomic Indicators
15 ADVERTISING IN THE UNITED KINGDOM
15.1. Market Overview
15.2. Market Data
15.3. Market Segmentation
15.4. Market outlook
15.5. Five forces analysis
15.6. Macroeconomic Indicators
16 ADVERTISING IN THE UNITED STATES
16.1. Market Overview
16.2. Market Data
16.3. Market Segmentation
16.4. Market outlook
16.5. Five forces analysis
16.6. Macroeconomic Indicators
17 COMPANY PROFILES
17.1. Dentsu, Inc.
17.2. The Interpublic Group of Companies, Inc.
17.3. Publicis Groupe SA
17.4. WPP plc
17.5. Cheil Worldwide Inc.
17.6. Havas SA
17.7. Omnicom Group, Inc.
17.8. Hakuhodo DY Holdings Inc.
17.9. Asatsu-DK Inc.
18 APPENDIX
18.1. Methodology
18.2. About MarketLine
1.1. Market value
1.2. Market value forecast
1.3. Category segmentation
1.4. Geography segmentation
1.5. Competitive Landscape
2 INTRODUCTION
2.1. What is this report about?
2.2. Who is the target reader?
2.3. How to use this report
2.4. Definitions
3 GLOBAL ADVERTISING
3.1. Market Overview
3.2. Market Data
3.3. Market Segmentation
3.4. Market outlook
3.5. Five forces analysis
3.6. Macroeconomic Indicators
4 ADVERTISING IN ASIA-PACIFIC
4.1. Market Overview
4.2. Market Data
4.3. Market Segmentation
4.4. Market outlook
4.5. Five forces analysis
5 ADVERTISING IN EUROPE
5.1. Market Overview
5.2. Market Data
5.3. Market Segmentation
5.4. Market outlook
5.5. Five forces analysis
5.6. Macroeconomic Indicators
6 ADVERTISING IN FRANCE
6.1. Market Overview
6.2. Market Data
6.3. Market Segmentation
6.4. Market outlook
6.5. Five forces analysis
6.6. Macroeconomic Indicators
7 ADVERTISING IN GERMANY
7.1. Market Overview
7.2. Market Data
7.3. Market Segmentation
7.4. Market outlook
7.5. Five forces analysis
7.6. Macroeconomic Indicators
8 ADVERTISING IN ITALY
8.1. Market Overview
8.2. Market Data
8.3. Market Segmentation
8.4. Market outlook
8.5. Five forces analysis
8.6. Macroeconomic Indicators
9 ADVERTISING IN JAPAN
9.1. Market Overview
9.2. Market Data
9.3. Market Segmentation
9.4. Market outlook
9.5. Five forces analysis
9.6. Macroeconomic Indicators
10 ADVERTISING IN AUSTRALIA
10.1. Market Overview
10.2. Market Data
10.3. Market Segmentation
10.4. Market outlook
10.5. Five forces analysis
10.6. Macroeconomic Indicators
11 ADVERTISING IN CANADA
11.1. Market Overview
11.2. Market Data
11.3. Market Segmentation
11.4. Market outlook
11.5. Five forces analysis
11.6. Macroeconomic Indicators
12 ADVERTISING IN CHINA
12.1. Market Overview
12.2. Market Data
12.3. Market Segmentation
12.4. Market outlook
12.5. Five forces analysis
12.6. Macroeconomic Indicators
13 ADVERTISING IN THE NETHERLANDS
13.1. Market Overview
13.2. Market Data
13.3. Market Segmentation
13.4. Market outlook
13.5. Five forces analysis
13.6. Macroeconomic Indicators
14 ADVERTISING IN SPAIN
14.1. Market Overview
14.2. Market Data
14.3. Market Segmentation
14.4. Market outlook
14.5. Five forces analysis
14.6. Macroeconomic Indicators
15 ADVERTISING IN THE UNITED KINGDOM
15.1. Market Overview
15.2. Market Data
15.3. Market Segmentation
15.4. Market outlook
15.5. Five forces analysis
15.6. Macroeconomic Indicators
16 ADVERTISING IN THE UNITED STATES
16.1. Market Overview
16.2. Market Data
16.3. Market Segmentation
16.4. Market outlook
16.5. Five forces analysis
16.6. Macroeconomic Indicators
17 COMPANY PROFILES
17.1. Dentsu, Inc.
17.2. The Interpublic Group of Companies, Inc.
17.3. Publicis Groupe SA
17.4. WPP plc
17.5. Cheil Worldwide Inc.
17.6. Havas SA
17.7. Omnicom Group, Inc.
17.8. Hakuhodo DY Holdings Inc.
17.9. Asatsu-DK Inc.
18 APPENDIX
18.1. Methodology
18.2. About MarketLine
LIST OF TABLES
Table 1: Global advertising industry value: $ billion, 2015-19
Table 2: Global advertising industry category segmentation: $ billion, 2019
Table 3: Global advertising industry geography segmentation: $ billion, 2019
Table 4: Global advertising industry value forecast: $ billion, 2019-24
Table 5: Global size of population (million), 2015-19
Table 6: Global gdp (constant 2005 prices, $ billion), 2015-19
Table 7: Global gdp (current prices, $ billion), 2015-19
Table 8: Global inflation, 2015-19
Table 9: Global consumer price index (absolute), 2015-19
Table 10: Global exchange rate, 2015-19
Table 11: Asia-Pacific advertising industry value: $ billion, 2015-19
Table 12: Asia-Pacific advertising industry category segmentation: $ billion, 2019
Table 13: Asia-Pacific advertising industry geography segmentation: $ billion, 2019
Table 14: Asia-Pacific advertising industry value forecast: $ billion, 2019-24
Table 15: Europe advertising industry value: $ billion, 2015-19
Table 16: Europe advertising industry category segmentation: $ billion, 2019
Table 17: Europe advertising industry geography segmentation: $ billion, 2019
Table 18: Europe advertising industry value forecast: $ billion, 2019-24
Table 19: Europe size of population (million), 2015-19
Table 20: Europe gdp (constant 2005 prices, $ billion), 2015-19
Table 21: Europe gdp (current prices, $ billion), 2015-19
Table 22: Europe inflation, 2015-19
Table 23: Europe consumer price index (absolute), 2015-19
Table 24: Europe exchange rate, 2015-19
Table 25: France advertising industry value: $ billion, 2015-19
Table 26: France advertising industry category segmentation: $ billion, 2019
Table 27: France advertising industry geography segmentation: $ billion, 2019
Table 28: France advertising industry value forecast: $ billion, 2019-24
Table 29: France size of population (million), 2015-19
Table 30: France gdp (constant 2005 prices, $ billion), 2015-19
Table 31: France gdp (current prices, $ billion), 2015-19
Table 32: France inflation, 2015-19
Table 33: France consumer price index (absolute), 2015-19
Table 34: France exchange rate, 2015-19
Table 35: Germany advertising industry value: $ billion, 2015-19
Table 36: Germany advertising industry category segmentation: $ billion, 2019
Table 37: Germany advertising industry geography segmentation: $ billion, 2019
Table 38: Germany advertising industry value forecast: $ billion, 2019-24
Table 39: Germany size of population (million), 2015-19
Table 40: Germany gdp (constant 2005 prices, $ billion), 2015-19
Table 41: Germany gdp (current prices, $ billion), 2015-19
Table 42: Germany inflation, 2015-19
Table 43: Germany consumer price index (absolute), 2015-19
Table 44: Germany exchange rate, 2015-19
Table 45: Italy advertising industry value: $ million, 2015-19
Table 46: Italy advertising industry category segmentation: $ million, 2019
Table 47: Italy advertising industry geography segmentation: $ million, 2019
Table 48: Italy advertising industry value forecast: $ million, 2019-24
Table 49: Italy size of population (million), 2015-19
Table 50: Italy gdp (constant 2005 prices, $ billion), 2015-19
Table 51: Italy gdp (current prices, $ billion), 2015-19
Table 52: Italy inflation, 2015-19
Table 53: Italy consumer price index (absolute), 2015-19
Table 54: Italy exchange rate, 2015-19
Table 55: Japan advertising industry value: $ billion, 2015-19
Table 56: Japan advertising industry category segmentation: $ billion, 2019
Table 57: Japan advertising industry geography segmentation: $ billion, 2019
Table 58: Japan advertising industry value forecast: $ billion, 2019-24
Table 59: Japan size of population (million), 2015-19
Table 1: Global advertising industry value: $ billion, 2015-19
Table 2: Global advertising industry category segmentation: $ billion, 2019
Table 3: Global advertising industry geography segmentation: $ billion, 2019
Table 4: Global advertising industry value forecast: $ billion, 2019-24
Table 5: Global size of population (million), 2015-19
Table 6: Global gdp (constant 2005 prices, $ billion), 2015-19
Table 7: Global gdp (current prices, $ billion), 2015-19
Table 8: Global inflation, 2015-19
Table 9: Global consumer price index (absolute), 2015-19
Table 10: Global exchange rate, 2015-19
Table 11: Asia-Pacific advertising industry value: $ billion, 2015-19
Table 12: Asia-Pacific advertising industry category segmentation: $ billion, 2019
Table 13: Asia-Pacific advertising industry geography segmentation: $ billion, 2019
Table 14: Asia-Pacific advertising industry value forecast: $ billion, 2019-24
Table 15: Europe advertising industry value: $ billion, 2015-19
Table 16: Europe advertising industry category segmentation: $ billion, 2019
Table 17: Europe advertising industry geography segmentation: $ billion, 2019
Table 18: Europe advertising industry value forecast: $ billion, 2019-24
Table 19: Europe size of population (million), 2015-19
Table 20: Europe gdp (constant 2005 prices, $ billion), 2015-19
Table 21: Europe gdp (current prices, $ billion), 2015-19
Table 22: Europe inflation, 2015-19
Table 23: Europe consumer price index (absolute), 2015-19
Table 24: Europe exchange rate, 2015-19
Table 25: France advertising industry value: $ billion, 2015-19
Table 26: France advertising industry category segmentation: $ billion, 2019
Table 27: France advertising industry geography segmentation: $ billion, 2019
Table 28: France advertising industry value forecast: $ billion, 2019-24
Table 29: France size of population (million), 2015-19
Table 30: France gdp (constant 2005 prices, $ billion), 2015-19
Table 31: France gdp (current prices, $ billion), 2015-19
Table 32: France inflation, 2015-19
Table 33: France consumer price index (absolute), 2015-19
Table 34: France exchange rate, 2015-19
Table 35: Germany advertising industry value: $ billion, 2015-19
Table 36: Germany advertising industry category segmentation: $ billion, 2019
Table 37: Germany advertising industry geography segmentation: $ billion, 2019
Table 38: Germany advertising industry value forecast: $ billion, 2019-24
Table 39: Germany size of population (million), 2015-19
Table 40: Germany gdp (constant 2005 prices, $ billion), 2015-19
Table 41: Germany gdp (current prices, $ billion), 2015-19
Table 42: Germany inflation, 2015-19
Table 43: Germany consumer price index (absolute), 2015-19
Table 44: Germany exchange rate, 2015-19
Table 45: Italy advertising industry value: $ million, 2015-19
Table 46: Italy advertising industry category segmentation: $ million, 2019
Table 47: Italy advertising industry geography segmentation: $ million, 2019
Table 48: Italy advertising industry value forecast: $ million, 2019-24
Table 49: Italy size of population (million), 2015-19
Table 50: Italy gdp (constant 2005 prices, $ billion), 2015-19
Table 51: Italy gdp (current prices, $ billion), 2015-19
Table 52: Italy inflation, 2015-19
Table 53: Italy consumer price index (absolute), 2015-19
Table 54: Italy exchange rate, 2015-19
Table 55: Japan advertising industry value: $ billion, 2015-19
Table 56: Japan advertising industry category segmentation: $ billion, 2019
Table 57: Japan advertising industry geography segmentation: $ billion, 2019
Table 58: Japan advertising industry value forecast: $ billion, 2019-24
Table 59: Japan size of population (million), 2015-19
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.
