Asian Demographics And Urbanization Are Boosting Global Advertising Spend

Global expenditure on advertising and public relations, which includes advertising, public relations, media purchases, outdoor advertising and direct mail, grew at 5.2% year on year from 2012, to reach $491 billion in 2016. End Quote

(1888PressRelease) November 06, 2017 - Global expenditure on advertising and public relations, which includes advertising, public relations, media purchases, outdoor advertising and direct mail, grew at 5.2% year on year from 2012, to reach $491 billion in 2016. That pace of growth is continuing, so that by 2020 the market will be worth $604 billion. It will grow even faster - at 7.5% or more - in regions such as Asia and the Middle East where the large young populations in emerging economies and large-scale migration to cities are creating new consumer needs and wants.

Over 90% of the advertising, public relations and related services market is almost equally split among three regions, the Americas, Asia and Europe all of which account for similar proportions. The Americas region is currently bigger by a percentage point or two, but will be overtaken by Asia within a few years.

It is a different story, however, when it comes to the split by country, with the USA well ahead at nearly a fifth of the whole, while the second largest, Japan, is on 11% and China, the third, is on 9%. However, as China's market is growing at nearly 5 times the rate of the USA's and Japan's, it is likely to overtake Japan and approach close to the USA in the near future.

Advertising, public relations and related services accounted for 17% of the $2886 billion spent globally on design, research, promotional and consulting services in 2016, making it the third largest segment in the category after architects and engineering consultants and management consultants.

Drivers for the growth of the advertising and public relations market include e-commerce companies' increasing use of marketing tools such as search engine optimization, pay-per-click campaigns, online advertising, and in-site and email promotions.

Digitalization, increased internet penetration and smartphone usage, social networking on websites such as Facebook, Instagram, Snapchat and Pinterest are increasing internet advertising, programmatic advertising and mobile advertising, resulting in rising demand for professional advertising, public relations and related services. Offsetting these trends are decreasing demand for traditional print and broadcast advertising, especially in the world's largest market, the USA, where the newspaper and magazine advertising industry's revenues fell by over 17% between 2015 and 2016.

The advertising, public relations and related services market is fragmented, although there are several large global players. The top five competitors in the market made up only 9.2% of the total market in 2016. Publicis Groupe was the largest competitor with a 2.2% share, followed by Omnicom Group with 2.1%, WPP with 2.0%, Interpublic with 1.6% and Dentsu with 1.4%.

Where to Learn More
Read Advertising, Public Relations, And Related Services Market Global Report 2017 from The Business Research Company for information on the following:

Markets Covered: Advertising agencies, promotional products, public relations, direct mail advertising, bill board and outdoor advertising, News Syndicates buying agencies, News Syndicates representative firms, Print advertising distribution
Markets compared: Architectural, Engineering Consultants And Other Related Services, Management Consulting Services, Advertising, Public Relations and Related Services, Scientific Research & Development, Specialized Design Services, Market Research Services, Photographic Services, Environmental Consulting Services
Companies mentioned: Omnicom Group,WPP, Publicis Groupe, Interpublic, Dentsu, Havas, Hakuhodo, Mdc Partners IncRegions: Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East And Africa
Time series: Five years historic and forecast.

Data: Ratios of market size and growth to related markets, GDP, Expenditure Per Capita, The Musculoskeletal Disorders Drugs Indicators Comparison.

Data segmentations: country and regional historic and forecast data, market share of competitors, market segments.
Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.

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