Advertising & Marketing Services Report Summary

SIC Codes: 5199 7311 7312 7313 7319 7331 8742 8743
NAICS Codes: 541613 541810 541820 541830 541840 541850 541860 541870 541890

Chapters Include

  • Industry Overview
  • Quarterly Industry Update
  • Business Challenges
  • Trends and Opportunities
  • Call Preparation Questions
  • Financial Information
  • Industry Forecast
  • Website and Media Links
  • Glossary of Acronyms

Advertising & Marketing Services Industry Overview

Excerpt from Advertising & Marketing Services Report

Companies in this industry create advertising campaigns, implement public relations campaigns, and engage in media buying, among other advertising services. The world's major advertising companies include Dentsu (based in Japan), Interpublic (the US), Omnicom (the US), Publicis (France), and WPP (Ireland).

Competitive Landscape

Migration of ad spending to digital media continues to drive change in the industry. Global media owner revenue from digital ads, including search, social, and mobile, surpassed TV ad revenue for the first time in 2017, according to MAGNA. Within the industry, competition is high between firms that provide traditional TV or print advertising and those that provide more modern digital and mobile/social focused services. This leads many larger firms to create or acquire brands that offer a wider array of services.

Products, Operations & Technology

Major sources of revenue for the industry in the US are advertising for print, broadcast, and online media (about 25% of industry sales), public relations (12%) and direct marketing (10%). Other services include display advertising, media buying (reselling advertising time or space), and media representation (selling advertising time or space on behalf of media outlet owners).

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