Media Buying Agencies in the US - Industry Market Research Report

Buy now: The proliferation of digital ad space will limit industry growth

The emergence of new media and the shift away from traditional media toward digital services has particularly prompted a change in advertising strategies. Since almost all companies are undergoing a digital transformation, media buying agencies must specialize in online advertising to adapt to the changing media landscape. Many companies have been able to do this effectively. Nonetheless, inflation hit a fresh 40-year record in 2022, pulling back on ad spending and causing corporate profit and consumer spending to drop. Still, Federal Reserve expects inflation to slow down in 2023. Industry-wide revenue has increased at a CAGR of 1.8% over the past five years - including an estimated 0.2% in the current year - and is expected to total $12.3 billion in 2023, while profit drops to 6.5%.

Media buying agencies purchase advertising time and space from media providers and resell it to advertisers. They can also be involved in planning individual campaigns and monitoring the results of advertising placements against agreed metrics, including target audience reach. Large advertisers may bypass this industry by using in-house media buying teams and dealing directly with media representatives.

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's key players and their market shares.