Advertising Agencies Global Market Report 2024

The advertising agencies market size has grown strongly in recent years. It will grow from $390.77 billion in 2023 to $410.82 billion in 2024 at a compound annual growth rate (CAGR) of 5.1%. The growth observed in the historical period can be attributed to several key factors, including robust economic growth in emerging markets, the surge of globalization, an increase in the penetration of e-commerce, a rise in advertisement expenditure, and rapid technological advancements.

The advertising agencies market size is expected to see steady growth in the next few years. It will grow to $492.07 billion in 2028 at a compound annual growth rate (CAGR) of 4.6%. Forecasted growth is fueled by urbanization, 5G and IoT adoption. Key trends include AI in advertising, storytelling emphasis, digitalization focus, demand for interactive advertising, augmented reality integration, and increased streaming service advertising. Strategies involve safe digital engagement, digital marketing strengthening through acquisitions, data-driven solutions, and expansion into new regions.

The surge in advertising expenditure across various sectors is poised to bolster the demand within the advertising agency market. Significant contributions to this increased investment come from video and mobile advertisements, which have witnessed substantial growth. Notably, digital advertising has now surpassed the total spending on TV ads. For instance, data from WordStream, a marketing company, revealed that global digital ad spend reached an estimated $441 billion in 2022 and is projected to further escalate to $485 billion in 2023. This shift has notably led to digital ad spending surpassing traditional media spending in the US. Among various industries, the retail sector accounts for the highest percentage of total advertising expenditure. Hence, the upsurge in advertising spending is anticipated to propel the demand for services within the advertising agency market.

The increasing inclination towards influencer marketing is poised to drive the growth trajectory of the advertising agency market in the foreseeable future. This marketing strategy involves collaborations between businesses and individuals who hold substantial and engaged followings on social media platforms or other online channels. Advertising agencies specializing in influencer marketing offer crucial services aimed at optimizing brand-influencer partnerships, aligning them with overarching marketing goals, and ensuring compliance with regulatory norms. For instance, a report published by Influencer Marketing Hub, a Denmark-based media company focused on social media and influencer marketing, projects the influencer marketing industry to attain a value of $21.1 billion in 2023. Furthermore, a survey indicates that 82% of respondents plan to allocate budgets for influencer marketing in 2023, showing growth from the 77% reported in 2022. Thus, the burgeoning preference for influencer marketing is expected to be a key driver propelling the advertising agency market.

The integration of artificial intelligence (AI) into advertising strategies is becoming increasingly prevalent within the advertising agencies market. Key industry players are consistently striving to introduce innovative technologies aimed at better addressing consumer needs. For instance, Kantar, a UK-based marketing data and analytics company, unveiled Link AI for Digital in May 2022. This AI-powered advertising testing tool is specifically tailored for digital advertising formats. Utilizing predictive analytics, Link AI for Digital assesses the anticipated in-market performance of digital advertisements. This innovative solution was trained using an extensive database comprising over 230,000 survey-enabled ad tests and 30 million real-world interactions.

Major companies within the market are directing their efforts towards the development of cutting-edge products tailored for younger demographics, such as the Gen Z Music lineup, to expand their consumer base and gain a competitive edge. The Gen Z Music lineup is a tool designed to identify trending music and aid advertisers in establishing connections with the 18- to 24-year-old demographic. For instance, Google Ads, a US-based advertising platform, introduced the globally available Gen Z Music lineup in July 2023. Leveraging data from audio, long-form content, and YouTube shorts, Google AI curates a lineup of trending songs among 18- to 24-year-olds. Advertisers can opt to have their campaigns featured alongside content playing these popular songs, providing them with an avenue to better engage with the targeted demographic.

In August 2021, Principle America Co. Ltd., a subsidiary of the Tokyo-based digital marketing agency Principle Company, successfully acquired Eboost Consulting for an undisclosed amount. Through this strategic acquisition, Eboost Consulting, a U.S.-based digital marketing agency, will contribute its industry-leading expertise in social media advertising and PPC consulting services. This collaboration aims to facilitate the expansion of Japanese companies into North America and support U.S. organizations in their global expansion efforts into the Japanese and Asia-Pacific (APAC) markets.

Major companies operating in the advertising agencies market report are WPP PLC, Dentsu Inc., Publicis Groupe, Omnicom Group Inc., Hakuhodo DY Holdings, BlueFocus Communication Group, The Interpublic Group of Companies, Inc., Accenture Interactive, Havas, MDC Partners, 303 MullenLowe, ADA, Red search, Schbang, Medium rare content agency, King content, DDB Group, Wieden + Kennedy (Shanghai) Co. Ltd., Guangdong Advertising Co. Ltd., Lowe Shanghai, VCCP, Mediaplus Group (München Deutschland), Bartle Bogle Hegarty (BBH), The&Partnership, Braaxe, Saatchi & Saatchi, Admind Agency, BrainDonors, Brain Tank Marketing Agency, Zest Creations, Purple PR Ltd., Funktional and Subsign, Ogilvy, The O Group, Digital Silk, studiofilms, Ignite Social Media, The Bureau of Small Projects, OKD Marketing, Cundari, Giants & Gentlemen, Let’s Get Optimized, Social Media 55, Burrell Communications, Arcane Marketing, Forge and Smith, Strano + Pettigrew Design Associates, Jelly Digital Marketing & PR, Art & Science, Sid Lee, John St., BETC Havas, Lowe Lintas, Leo Burnett, Grey Worldwide, FCB Ulka, Rediffusion DYR, Euro RSCG, 9thWonder, Hoopla, Way2net Digital Marketing Agency, TBWA Raad, FP7 McCANN, Tonic International, Mullen Lowe, BPG Group, Mars Media Group, Intango, Executive Digital, Adbot, dKilo, Ads Gate, AdCrew, JCDecaux.

North America was the largest region in the advertising agencies market in 2023. Western Europe was the second largest region in the global advertising agencies market share. The regions covered in the advertising agencies market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the advertising agencies market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain.

The primary types of advertising agencies include TV, digital, radio, print, out-of-home (OOH), and others. A digital agency primarily focuses on marketing a company's products and services on the internet through services such as website design and development, search engine optimization (SEO), content marketing, paid online advertising, social media, email marketing, and more. Advertising modes encompass both online and offline channels, with applications in various sectors such as the banking, financial services, and insurance sector (BFSI), consumer goods and retail, government and public sector, IT & telecommunication, healthcare, and media & entertainment.

The advertising agencies market research report is one of a series of new reports that provides advertising agencies market statistics, including advertising agencies industry global market size, regional shares, competitors with an advertising agencies market share, detailed advertising agencies market segments, market trends and opportunities, and any further data you may need to thrive in the advertising agencies industry. This advertising agencies market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The advertising agencies market consists of revenue earned by entities by involving in marketing activities such as planning, developing, creating and managing advertisement campaigns and promotional activities in newspapers, radio, television, websites and social media sites. 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 content, media planning, and buying (i.e., placing advertising). The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.