Media Buying Agencies and Representative Firms Global Market Report 2024

The media buying agencies and representative firms market size has grown steadily in recent years. It will grow from $79.29 billion in 2023 to $82.94 billion in 2024 at a compound annual growth rate (CAGR) of 4.6%. The growth observed in the historic period can be attributed to factors such as strong economic growth in emerging markets, an increasing number of events, growth in the world population, and rising expenditure on advertisements.

The media buying agencies and representative firms market size is expected to see steady growth in the next few years. It will grow to $97.55 billion in 2028 at a compound annual growth rate (CAGR) of 4.1%. The anticipated growth in the forecast period can be attributed to factors such as the increase in mobile video viewing, rising internet penetration, government support, and the growing young or millennial population. Major trends expected in the forecast period include leveraging artificial intelligence (AI) and machine learning (ML) to enable marketers to conduct more experiments and develop new strategies, focusing on metaverse applications for interacting with customers in virtual realistic settings, launching new products to remain competitive and meet evolving consumer needs, utilizing big data to enhance understanding of customer ad preferences, emphasizing digital services for more targeted and personalized campaigns, and focusing on streaming services to capture audiences.

The demand for media buying agencies and representative firms is expected to rise due to an increasing number of political events, sports events, festivals, and high-budget movies. Notably, during the 2020 US presidential elections, the Democratic Party released ads in 14 Indian languages to engage voters of Indian origin. In September 2023, presidential candidates reported significant receipts and disbursements, emphasizing the financial scale of political campaigns. Major crowd-gathering events, including political rallies, sports events, and festivals such as Coachella, are significant contributors to the growing market for media buying agencies and representative firms.

The growth of the media buying agencies and representative firms' market is further propelled by the escalating use of the internet and social media platforms. Social media platforms serve as communication channels facilitating conversations, information exchange, and content creation. Businesses leverage social media for cost-effective marketing and advertising, engaging with a global audience. Recent data from Meltwater indicates an increase in internet users in the UK, with substantial LinkedIn and Instagram user bases. The pervasive use of the internet and social media platforms is a key driver fostering the expansion of the media buying agencies and representative firms' market.

Artificial Intelligence (AI) adoption for media optimization is gaining prominence among media buyers, reshaping advertising operations. The 2022 State of Marketing AI Report highlights the significance of AI in marketing success. In August 2021, BLKBOX.AI launched an Intelligent Media Buying Platform powered by AI, allowing businesses to scale profitably by automating media buying processes. This AI-driven platform streamlines campaign management, significantly reducing the time required while enhancing efficiency and profitability.

Major companies in the media buying agencies and representative firms' market are focusing on innovative solutions to gain a competitive edge. AVOW Intelligence, introduced by AVOW, is one such solution providing cost-effectiveness, performance monitoring, and optimization. This proprietary technology processes vast amounts of data from various mobile OEMs, bridging the gap between media buyers and data. AVOW's initiative to launch AVOW Intelligence in India aims to transform mobile OEM advertising, offering clients a competitive advantage in user acquisition initiatives on different app stores.

In August 2021, TAKUMI, a Japan-based marketing platform, acquired Unieed, a UK-based content and strategic media-buying agency. This acquisition broadened TAKUMI's global paid media offerings, emphasizing content-driven campaigns in collaboration with leading outdoor and cycling brands.

Major companies operating in the media buying agencies and representative firms market report are WPP PLC, Publicis Groupe, Omnicom Group Inc., Dentsu Inc., The Interpublic Group Of Companies, Havas SA, Katz Media Group, Hakuhodo DY Media Partners Inc., Horizon Media, Kingstar Media, Initiative Media Private Limited, Brand Catalyser, AJ Marketing, GrowthElements Private Limited, Adworth Media Pvt Ltd., Alchemy One, MK Media, GDR Media Group, KKBC, KOL Media, Sootoo Network, DLG SA (Digital Luxury Group), Eastidea Integrated Solutions, RuiYing Media, Premium.Digital, Havas Media Shanghai, Totem Media , The One Stop Marketing Ltd., Sage+Archer, Media Reach Advertising, Media Alive, Hotspex Media , Digital Star, ERKA Agile Communication, Media Pozitiv, MoloSo Agency , Evolution Media , Moburst, Media Matters Worldwide, Acquire Media Corporation, LoyaltyPlant, Zwick Roell Group, Belenus of Brazil S / A, METALAC, Fastener SRL, Oasn Me Ltd., Amazonas Industria E Comercio Ltd., Sika, H.B. Fuller, Henkel , Alsayegh Media, Le Astrid International LLC, Twofour group, PAZ marketing, Shells advertising, Saba consultants, KENZ advertising, Amber communications, Socialize, Prodesign Advertising, Keyade, Amorphous new media, Terragon group, NXT Digital, Adclick Africa, Sprout performance partners, Gloo design agency, Brand republic SA, Sauce advertising, WetPaint advertising, NP Digital south Africa, Fogg agency , Fuse factory.

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

The main services offered by media buying agencies and representative firms include media buying services, media planning services, media representative firms, and others. Media buying is a strategy employed in sponsored marketing campaigns, aiming to identify and procure ad space on channels that resonate with the target demographic, ensuring optimal pricing and timing. Various industries, including BFSI, consumer goods and retail, government and public sector, IT and telecom, healthcare, and media and entertainment, utilize these services through different modes, such as offline and online.

The media buying agencies and representative firms market research report is one of a series of new reports that provides media buying agencies and representative firms market statistics, including media buying agencies and representative firms industry global market size, regional shares, competitors with a media buying agencies and representative firms market share, detailed media buying agencies and representative firms market segments, media buying agencies and representative firms market trends and opportunities, and any further data you may need to thrive in the media buying agencies and representative firms industry. This media buying agencies and representative firms 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 media buying agencies and representative firms market consists of revenue earned by entities by providing services such as purchasing advertising time or space from media outlets and resell it to advertising agencies or individual companies directly and independent representatives that sell media time or space for media owners. 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.