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Media Buying Agencies in the US
IBISWorld, March 2009, Pages: 34
This industry comprises establishments primarily engaged in purchasing advertising time or space from media outlets and reselling it to advertising agencies or individual companies directly. In this process establishments generally have to liaise with media representative companies (NAICS 54184) which are contracted by media owners/operators to sell spot (other than local) advertising on their behalf. The demand for the media buyers industry services is directly related to the overall aggregate level of advertising expenditures by their clients (including, under agreement from a number of advertising agencies and individual businesses), and which is used as leverage in negotiations with media owners and media representatives to obtain the best advertising rates and placements (in terms of both impact and reach against the agreed target audience) on their clients behalf. This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are three year industry forecasts, growth rates and an analysis of the industry key players and their market shares.
Introduction
Growing online and below the line
Emerging trends in technology and available advertising mediums will no doubt impact this highly competitive, and growing industry. However, this will not act as a buffer for significant consolidation that is starting to saturate the market. As the scramble for media space continues, so too does international expansion further increasing globalization. Competition is rife from direct marketing initiatives, or below the line promoters.
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