Going viral: Agencies will incorporate digital media to expand consumer reach

The Advertising Agencies industry in Canada creates and disseminates advertising campaigns through channels such as radio, print and digital platforms. Over the five years to 2019, the industry benefited from the proliferation of digital media that incited many businesses to invest in advertisements to reach their target audiences online. However, as more individuals accessed media with an increasingly wide variety of devices, audiences became much more fragmented. A changing media landscape has been a boon for industry operators. Many businesses have implemented advertisements across a wide range of mediums, including mobile devices and tablets, which has stimulated niche players that specialize in digital, social and mobile media...read more.

Industry Statistics & Market Size
Revenue
$5bn
Annual Growth 14-19
4.5%
Forecast Growth 19-24
Profit
Employment
29,229
Businesses
7,621

Industry Threats & Opportunities

  • As consumer spending improved, businesses invested in advertising to develop strong brand awareness
  • Social media has given rise to viral marketing
  • Consumers will continue to be increasingly fragmented
  • Industry Report - Industry Key Buyers Chapter

    The Advertising Agencies industry in Canada exhibits a low level of market share concentration. In 2019, the top five companies are expected to make up just over 30.0% of total revenue. As many advertising agencies have merged with or have acquired small, niche players, the ability to garner the most lucrative contracts has been centralized among the world’s top players during the current period. However, the industry is still highly fragmented, due to many small agencies providing specialized services. Moreover, some clients have viewed small agencies as able to provide superior levels of service and creativity, and often having lower prices and more attentive relationships, compared with larger agencies...purchase to read more.

    Additional Insights for the Advertising Agencies Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Advertising Agencies Industry are

  • Having an effective performance monitoring system
  • Having a relationship with upstream and downstream industries
  • Ability to quickly adopt new technology
  • IBISWorld analysts also discuss how external factors such as Total advertising expenditure and Corporate profit in the Advertising Agencies industry impact industry performance..

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    What's in this report

    What is the Advertising Agencies Industry?

    Advertising agencies create advertising campaigns and place such advertising in periodicals and newspapers, on radio and TV or other media. Through in-house capabilities or subcontracting, advertising agencies provide a full range of services, including advice, creative services, account management, media planning and buying and production of advertising material.

    Industry Products
  • Internet advertisements
  • Mobile advertisements
  • TV advertisements
  • Radio advertisements
  • Newspaper advertisements
  • Magazine advertisements
  • Out-of-home advertisements
  • Industry Activities
  • Creating advertising campaigns
  • Sales promotion campaign services
  • Advertising consulting services
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Total advertising expenditure
  • Corporate profit
  • Consumer Confidence Index
  • Number of businesses

  • Current Performance
  • Going digital
  • Fragmented consumer base
  • Industry landscape
  • Chart: Revenue Growth

  • Industry Outlook
  • Going digital
  • Industry landscape
  • Table: Advertising Agencies Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Advertising Agencies Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Oil Drilling & Gas Extraction in Canada
  • Breweries in Canada
  • New Car Dealers in Canada
  • Finance and Insurance In Canada
  • Accommodation and Food Services In Canada

  • Key Selling Industries
  • Graphic Designers in Canada
  • Magazine & Periodical Publishing in Canada
  • Market Research in Canada
  • Movie, TV & Video Production in Canada
  • Newspaper Publishing in Canada
  • Radio Broadcasting in Canada
  • TV Broadcasting in Canada

  • Products & Services
  • Mobile advertisements
  • TV advertisements
  • Internet advertisements
  • Newspaper advertisements
  • Radio advertisements
  • Other
  • Out-of-home advertisements
  • Magazine advertisements
  • Chart: Advertising Agencies Industry Products and Services Segmentation

  • Demand Determinants
  • Total media expenditure
  • Consumer confidence and spending
  • Media consumption habits

  • Major Markets
  • Automotive sector
  • Financial services
  • Telecommunications
  • Government and nonprofit
  • Retail
  • Food and beverage
  • Other
  • Healthcare
  • Chart: Major Market Segmentation for the Advertising Agencies Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
    ProfitWagesPurchasesOther costs
  • Chart: Cost Structure Benchmarking – Sector vs Advertising Agencies

  • Basis of Competition
    Internal competitionExternal competition
    Barriers to Entry
  • Table: Barrier to Entry Checklist for the Advertising Agencies Industry

  • Industry Globalization
    Omnicom Group Inc., WPP PLC, Publicis Groupe SA,
  • Table: Omnicom Group Inc. - financial performance
  • Table: WPP PLC - financial performance
  • Table: Publicis Groupe SA - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Advertising Agencies Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Advertising Agencies Industry
    Includes:
  • Industry Revenue (2010-2024)
  • Industry Gross Product (2010-2024)
  • Establishments (2010-2024)
  • Businesses (2010-2024)
  • Employment (2010-2024)
  • Wages (2010-2024)
  • Total advertising expenditure (2010-2024)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    New Media
  • Digital media formats, including online, mobile and digital devices.
  • Traditional Media
  • Media formats such as TV, radio, newspapers and magazines.
  • Viral Marketing
  • A marketing technique that uses social networks and other technologies to increase brand awareness or achieve other objectives.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Advertising Agencies market research report provides the latest industry statistics and industry trends, allowing you to identify the products and customers driving revenue growth and profitability. The industry report identifies the leading companies and offers strategic industry analysis of the key factors influencing the market.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Advertising Agencies:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Advertising Agencies market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Advertising Agencies, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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