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

Over the past five years, this industry benefited from the proliferation of digital media which 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 have become much more fragmented, forcing industry operators to get creative in reaching broad audiences as well as paving a way for small niche operators to emerge. Moreover, as consumer spending improved, businesses invested in advertising to develop strong brand awareness and a competitive advantage to bolster product sales volumes...read more.

Industry Statistics & Market Size
Revenue
$3bn
Annual Growth 12-17
3.0%
Forecast Growth 17-22
Profit
Employment
29,666
Businesses
6,634
Market Share of Companies

Industry Threats & Opportunities

  • Agencies will grapple with the shift in client preferences toward internet-based content
  • Agencies’ ability to demonstrate advertising effectiveness has been imperative
  • New pricing models may enable agencies to more effectively gauge their reach
  • Industry Report - Industry SWOT Analysis Chapter

    The Advertising Agencies industry in Canada is in the growth phase of its life cycle. Industry value added, which measures the industry's contribution to the overall economy, is expected to grow at an annualized rate of 2.9% over the 10 years to 2022. Comparatively, GDP is anticipated to rise at an annualized rate of 1.9% during the same period. Growth is mainly due to the robust demand for digital media, while traditional and print media is in a state of decline. Still, the industry is in the growth phase of its life cycle, evidenced by the number of enterprises increasing at an annualized rate of 3.7% to 7,138 during the 10-year period.Moreover, demand for digital advertising spending, particularly mobile advertising, will prompt industry growth. Acc...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 with other media. Through in-house capabilities or subcontracting, ad 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
  • Television 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
  • Fragmented consumer base
  • 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
  • Television advertisements
  • Mobile advertisements
  • Internet advertisements
  • Newspaper advertisements
  • Other
  • Radio advertisements
  • Magazine advertisements
  • Out-of-home advertisements
  • Chart: Advertising Agencies Industry Products and Services Segmentation

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

  • Major Markets
  • Other
  • Food and beverage
  • Automotive sector
  • Retail
  • Healthcare
  • Telecommunications
  • Financial services
  • Government and nonprofit
  • 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
    ProfitWagesDepreciation, marketing and rent and utilitiesOther
  • Chart: Cost Structure Benchmarking – Sector vs Advertising Agencies

  • Basis of Competition
  • Internal competition
  • External competition

  • Barriers to Entry
  • Table: Barrier to Entry Checklist for the Advertising Agencies Industry

  • Industry Globalization
    Omnicom Group Inc., Publicis Groupe,
  • Table: Omnicom Group Inc. - financial performance
  • Table: Publicis Groupe - 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 (2008-2022)
  • Industry Gross Product (2008-2022)
  • Establishments (2008-2022)
  • Businesses (2008-2022)
  • Employment (2008-2022)
  • Wages (2008-2022)
  • Total advertising expenditure (2008-2022)

  • 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 use 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 offers insightful industry analysis and research into the market at the national level. IBISWorld’s in-depth industry market research is presented in a logical and consistent format. The industry report contains key industry statistics, market size, industry trends, and growth and profit forecasts for a 5-year outlook period.

    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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