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Advertising Agencies in the US
IBISWorld, April 2009, Pages: 44
This industry comprises establishments primarily engaged in creating advertising campaigns and placing such advertising in periodicals, newspapers, radio and television, or other media. These establishments are organized to provide a full range of services (i.e., through in-house capabilities or subcontracting), including advice, creative services, account management, production of advertising material, media planning, and buying (i.e., placing advertising). This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.
Introduction
Spreading the word in a digital age
This industry is expected to continue undergoing major consolidation and major advertising agencies will seek to expand their operations internationally for a global presence. Going forward, the industry will be characterized by a diversion of advertising to more direct marketing initiatives and the increasing use of internet advertising.
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