Video Advertising Agency Market Report: Trends, Forecast and Competitive Analysis to 2031
상품코드:1879093
리서치사:Lucintel
발행일:2025년 11월
페이지 정보:영문 150 Pages
라이선스 & 가격 (부가세 별도)
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한글목차
세계 비디오 광고 대행사 시장의 미래는 소매업, 자동차, 엔터테인먼트 시장에서의 기회로 인해 유망한 전망을 가지고 있습니다. 세계 비디오 광고 대행사 시장은 2025년부터 2031년까지 CAGR 8%로 성장할 것으로 예상됩니다. 이 시장의 주요 촉진요인은 디지털 광고에 대한 수요 증가, 동영상 마케팅 전략의 채택 확대, 온라인 동영상 컨텐츠에 대한 소비자의 참여 증가 등입니다.
Lucintel의 예측에 따르면, 서비스 유형별로는 제작 및 프로덕션 분야가 예측 기간 동안 가장 높은 성장률을 보일 것으로 예상됩니다.
최종 용도별로는 엔터테인먼트 분야가 더 높은 성장률을 보일 것으로 예상됩니다.
지역별로는 아시아태평양(APAC)이 예측 기간 동안 가장 높은 성장률을 보일 것으로 예상됩니다.
비디오 광고 대행사 시장의 새로운 동향
비디오 광고 대행사 시장은 크리에이티브 프로세스, 전달 방식, 캠페인 측정을 재구성하는 여러 가지 주요 트렌드에 영향을 받고 있습니다. 이 모든 것은 소비자의 관심이 분산되고, 플랫폼이 끊임없이 변화하고, 점점 더 변화하는 미디어 환경에 대한 직접적인 반응입니다. 시장은 데이터 중심, 개인화, 마찰 없는 모델로 이동하고 있으며, 대행사는 경쟁력을 유지하고 고객에게 부가가치를 제공하기 위해 빠르게 진화해야 합니다.
AI와 데이터 분석을 활용한 초개인화 : 눈에 띄는 새로운 트렌드 중 하나는 인공지능과 데이터 분석을 적용한 초개인화 비디오 광고 제작입니다. 에이전시들은 AI를 활용하여 인구통계학적 데이터, 시청 패턴, 구매 이력을 포함한 방대한 소비자 데이터베이스를 분석하여 고도로 타겟팅된 개별 최적화 캠페인을 개발하고 있습니다. 그 결과, 광고 효과가 높아져 브랜드 참여도 및 투자수익률(ROI)이 향상됩니다. 이러한 트렌드를 통해 광고 대행사들은 획일적인 캠페인에서 벗어나 각 시청자에게 매우 관련성 높은 컨텐츠를 제공하여 광고 효과를 극대화할 수 있습니다.
커넥티드 TV와 OTT 광고 활용 확대 : 커넥티드 TV와 OTT(Over-The-Top) 광고도 주요 트렌드입니다. 소비자들이 케이블TV를 해지하고 스트리밍 서비스를 선택하는 경향이 강해짐에 따라 광고 대행사들은 TV에서 디지털 매체로 예산을 전환하고 있습니다. 이를 통해 광고 대행사들은 디지털 정보를 활용하여 특정 가구와 시청자를 타겟팅할 수 있어 보다 정밀하고 측정 가능한 TV 광고 형태를 구현할 수 있게 되었습니다. 이러한 전환은 TV의 도달 범위와 디지털 마케팅의 타겟팅을 결합한 새로운 비디오 광고 영역을 개척하고 강력한 새로운 광고 툴을 제공하고 있습니다.
숏폼 및 세로형 동영상 컨텐츠의 부상 : 업계에서는 TikTok, Instagram Reels, YouTube Shorts와 같은 앱의 성공에 힘입어 숏폼 및 세로형 동영상으로 큰 전환이 일어나고 있습니다. 이 포맷은 모바일 화면에 최적화되어 있으며, 젊은 층의 인터랙티브한 시청자의 관심을 끌기에 매우 효과적입니다. 이에 따라 광고대행사들은 속도, 시각적 임팩트, 모바일 퍼스트 사고를 중시하는 새로운 크리에이티브 역량과 제작 프로세스의 습득이 요구되고 있습니다. 이러한 트렌드는 시나리오 제작부터 라스트 마일 전달에 이르는 크리에이티브 프로세스 전체를 변화시키고 있습니다.
쇼핑 기능이 포함된 동영상, 인터랙티브 동영상 활용 : 비디오 광고에 쇼핑 기능이나 인터랙티브 요소를 접목하는 경향이 강해지고 있습니다. 이를 통해 소비자는 동영상 내에서 직접 상품을 구매하거나 브랜드와 소통할 수 있으며, 외부 사이트로 이동하지 않아도 됩니다. 광고와 EC의 경계를 허물고, 보다 직접적이고 효율적인 전환 경로를 실현합니다. 이러한 추세는 광고 대행사에게 직접 판매와 측정 가능한 성과를 가져다주는 높은 참여도와 성과 중심의 캠페인 개발에 있어 새로운 가능성을 창출하고 있습니다.
사용자 생성 컨텐츠와 크리에이터 협업의 중요성 : 시장에서는 사용자 생성 컨텐츠와 소셜 미디어 인플루언서와의 제휴가 더욱 중요시되는 추세입니다. 광고 대행사는 인플루언서나 소비자가 만든 진실되고 구체적인 컨텐츠를 활용하여 신뢰와 신용을 쌓아가고 있습니다. 이를 통해 소비자와의 연결고리를 형성하고, 보다 진정성 있고 임팩트 있는 광고를 구현할 수 있습니다. 광고 대행사의 역할은 기존의 컨텐츠 개발사에서 커뮤니티가 주도하는 스토리를 가능하게 하고 증폭시키는 전략적 파트너로 변화하고 있습니다.
이러한 새로운 트렌드의 결합으로 비디오 광고 대행사 환경은 더욱 역동적이고 데이터 중심적이며 소비자 중심으로 변화하고 있습니다. 하이퍼 개인화와 쇼핑 가능한 동영상으로의 전환은 캠페인의 효과와 측정 가능성을 높이고 있습니다. CTV(커넥티드 TV)와 숏폼 동영상의 등장은 대행사들에게 새로운 포맷과 플랫폼에 대한 혁신을 요구하고 있습니다. 사용자 생성 컨텐츠에 대한 강조는 브랜드가 스토리를 전달하는 방식을 변화시키고 있습니다. 그 결과, 세계 미디어 소비 패턴의 변화에 더 빠르고, 더 혁신적이고, 더 전략적으로 대응하는 시장이 형성되고 있습니다.
비디오 광고 대행사 시장의 최근 동향
비디오 광고 대행사 시장은 비즈니스 모델과 업무 관행을 재구성하는 두드러진 트렌드가 특징입니다. 이러한 추세는 디지털 미디어와 온라인 소비자 행동의 급속한 발전에 기인합니다. 기술적 측면부터 창의적인 접근 방식에 이르기까지, 이러한 트렌드는 종합적으로 효율성 향상, 도달 범위 확대, 새로운 수익원 창출을 통해 시장에 영향을 미치고 있습니다. 시장은 본질적으로 보다 자동화, 통합, 성과 중심의 방향으로 나아가고 있습니다.
프로그래매틱 광고와 자동화 광고 : 최근 가장 중요한 발전 중 하나는 프로그래매틱 광고와 자동화 광고 플랫폼의 광범위한 활용입니다. 이러한 도구 덕분에 대행사는 자동 입찰 시스템을 통해 비디오 광고 공간을 실시간으로 매매할 수 있게 되었습니다. 이를 통해 효율성이 크게 향상되고 수작업을 줄일 수 있습니다. 프로그램 광고는 보다 정확한 타겟팅이 가능하여 최적의 타이밍에 가장 적합한 시청자에게 광고를 전달할 수 있습니다. 이러한 혁신은 시장을 보다 데이터 중심으로 진화시키고, 고객의 ROI 향상에 기여하고 있습니다.
커넥티드 TV 및 OTT 광고 서비스의 성장 : 또 다른 중요한 발전은 커넥티드 TV 및 OTT(Over-The-Top) 광고를 제공하는 대행사 서비스의 확대입니다. 스마트 TV와 스트리밍 단말기의 보급이 증가함에 따라, 에이전시들은 새로운 전문 지식과 관계를 구축하여 브랜드가 이러한 시청자들과 연결될 수 있도록 돕고 있습니다. 이러한 움직임은 TV의 영향력 있는 포맷과 디지털 광고의 타겟팅 가능성을 결합하여 새로운 고부가가치 시장을 창출하고 있습니다. 이러한 변화를 통해 에이전시는 고객에게 보다 통합된 풀 서비스 미디어 제안을 제공할 수 있게 되었습니다.
크로스 플랫폼 및 통합형 캠페인의 중요성 : 업계에서는 대행사들이 소셜 미디어, CTV, 기타 디지털 플랫폼을 넘나드는 크로스 플랫폼형, 통합형 캠페인에 집중하는 추세를 볼 수 있습니다. 단일 플랫폼에 대한 개별 광고를 제작하는 대신, 각 플랫폼에 최적화된 종합적인 크리에이티브 전략을 수립하게 되었습니다. 그 결과, 통합된 브랜드 메시지를 구현하고 광고 예산을 효율적으로 활용할 수 있습니다. 이러한 추세에 따라 에이전시는 보다 전략적으로 파편화된 미디어 환경에서 고객의 전체 여정을 고려해야 합니다.
고급 분석 및 측정 도구 활용 : 고급 분석 및 측정 도구의 활용이 눈에 띄게 확대되고 있습니다. 대행사들은 현재 플랫폼 간 광고 성과, 시청자와의 상호작용, 전환율을 모니터링할 수 있는 첨단 소프트웨어를 도입하고 있습니다. 이를 통해 보다 투명하고 성과 중심의 비디오 광고 방식을 실현하고 있습니다. 이러한 성장을 통해 에이전시는 고객에게 명확한 투자 대비 효과를 증명할 수 있게 되었고, 신뢰를 얻으며 전략적 파트너로서 입지를 다지고 있습니다.
사내 비디오 광고 제작 능력의 부상 : 대기업들이 사내에 비디오 광고 제작 능력을 구축하는 시장 변화가 일어나고 있습니다. 제3의 대행사에 아웃소싱하는 대신 자체적으로 미디어 바잉과 크리에이티브 팀을 육성하고 캠페인을 관리하는 움직임이 확산되고 있습니다. 이러한 움직임은 경쟁 구도의 변화를 가져왔고, 대행사는 전문 서비스, 창의적 혁신, 또는 내부 직원이 이용할 수 없는 고유한 데이터와 파트너십에 대한 창구를 제공함으로써 차별화를 꾀해야 합니다. 이러한 변화는 기존의 대리점 모델을 시험하는 것이기도 합니다.
최근 비디오 광고 대행사 분야의 이러한 트렌드는 보다 효율적이고, 데이터 중심적이며, 성과 중심의 미래로 업계를 이끌고 있습니다. 프로그래매틱 기술과 고도화된 분석의 활용으로 캠페인 효과를 높이고 있습니다. CTV(커넥티드 TV) 진출과 크로스 플랫폼 마케팅에 대한 집중은 도달 범위 확대와 통합된 브랜드 스토리 구축을 촉진하고 있습니다. 사내 운영의 확대는 대리점에 더 많은 혁신과 전문성을 요구하는 압력을 가하고 있습니다. 전반적으로 시장은 경쟁이 치열해지고 ROI(투자수익률)를 중시하는 경향이 강해지고 있습니다.
목차
제1장 주요 요약
제2장 시장 개요
배경과 분류
공급망
제3장 시장 동향과 예측 분석
업계 성장 촉진요인과 과제
PESTLE 분석
특허 분석
규제 환경
제4장 세계의 비디오 광고 대행사 시장 : 서비스 종류별
매력 분석 : 서비스 종류별
제작·프로덕션
미디어 플래닝·구매
광고 최적화
제5장 세계의 비디오 광고 대행사 시장 : 플랫폼별
매력 분석 : 플랫폼별
온라인 플랫폼
모바일 플랫폼
TV 플랫폼
제6장 세계의 비디오 광고 대행사 시장 : 전개 방식별
매력 분석 : 전개 방식별
클라우드 기반
온프레미스
제7장 세계의 비디오 광고 대행사 시장 : 최종 용도별
매력 분석 : 용도별
소매업
자동차
제8장 지역 분석
제9장 북미의 비디오 광고 대행사 시장
북미의 비디오 광고 대행사 시장 : 서비스 종류별
북미의 비디오 광고 대행사 시장 : 최종 용도별
미국의 비디오 광고 대행사 시장
멕시코의 비디오 광고 대행사 시장
캐나다의 비디오 광고 대행사 시장
제10장 유럽의 비디오 광고 대행사 시장
유럽의 비디오 광고 대행사 시장 : 서비스 종류별
유럽의 비디오 광고 대행사 시장 : 최종 용도별
독일의 비디오 광고 대행사 시장
프랑스의 비디오 광고 대행사 시장
스페인의 비디오 광고 대행사 시장
이탈리아의 비디오 광고 대행사 시장
영국의 비디오 광고 대행사 시장
제11장 아시아태평양의 비디오 광고 대행사 시장
아시아태평양의 비디오 광고 대행사 시장 : 서비스 종류별
아시아태평양의 비디오 광고 대행사 시장 : 최종 용도별
일본의 비디오 광고 대행사 시장
인도의 비디오 광고 대행사 시장
중국의 비디오 광고 대행사 시장
한국의 비디오 광고 대행사 시장
인도네시아의 비디오 광고 대행사 시장
제12장 기타 지역(ROW)의 비디오 광고 대행사 시장
ROW의 비디오 광고 대행사 시장 : 서비스 종류별
ROW의 비디오 광고 대행사 시장 : 최종 용도별
중동의 비디오 광고 대행사 시장
남미의 비디오 광고 대행사 시장
아프리카의 비디오 광고 대행사 시장
제13장 경쟁 분석
제품 포트폴리오 분석
운영 통합
Porter's Five Forces 분석
시장 점유율 분석
제14장 기회와 전략 분석
밸류체인 분석
성장 기회 분석
세계의 비디오 광고 대행사 시장 최신 동향
전략 분석
제15장 밸류체인 전반에 걸친 주요 기업 개요
경쟁 분석
WPP
Interpublic Group
Omnicom
Bluefocus Intelligent Communications
PublicisGroupe
Liou Group Digital Technology
Dentsu
Hakuhodo
Guangdong Advertising
Havas Group
제16장 부록
KSM
영문 목차
영문목차
The future of the global video advertising agency market looks promising with opportunities in the retail, automotive, and entertainment markets. The global video advertising agency market is expected to grow with a CAGR of 8% from 2025 to 2031. The major drivers for this market are the increasing demand for digital advertising, the growing adoption of video marketing strategies, and the rising consumer engagement with online video content.
Lucintel forecasts that, within the service type category, creative & production is expected to witness the highest growth over the forecast period.
Within the end use category, entertainment is expected to witness higher growth.
In terms of region, APAC is expected to witness the highest growth over the forecast period.
Emerging Trends in the Video Advertising Agency Market
The market for video advertising agencies is being influenced by a number of dominant emerging trends that are reshaping the creative process, distribution methods, and measurement of campaigns. They are all a direct reaction to an increasingly changing media environment, where consumers' attention is fractured and platforms are in a state of constant change. The market is trending toward a more data-centric, personalized, and frictionless model, and it is compelling agencies to evolve rapidly to stay competitive and add value to their clients.
Hyper-Personalization using AI and Data Analytics: One of the prominent new trends is the application of artificial intelligence and data analytics to produce hyper-personalized video ads. Agencies are using AI to sift through massive consumer databases, containing demographics, viewing patterns, and buying history, to develop highly targeted and individualized campaigns. The result is more effective advertising, with improved engagement levels and return on investment (ROI) for brands. This trend enables agencies to transcend blanket campaigns and provide highly relevant content to every viewer, making the most of the advertising.
Increased Use of Connected TV and OTT Advertising: Connected TV and Over-The-Top advertising are another major trend. As more and more consumers "cut the cord" and opt for streaming services, ad agencies are transferring their budgets from TV to these digital mediums. The effect is a more precise and quantifiable type of TV advertising, as agencies are able to use digital information to target specific homes or audiences. This shift is opening up a new video advertising frontier that marries the reach of TV with the targeting of digital marketing, providing a potent new advertising tool.
Short-Form and Vertical Video Content Rise: The industry is experiencing a significant shift towards short-form and vertical video, fueled by the success of apps such as TikTok, Instagram Reels, and YouTube Shorts. The format is optimized for mobile screen consumption and is extremely effective for grabbing the attention of a young and interactive audience. The effect is a requirement for agencies to acquire new creative abilities and production processes focused on speed, visual salience, and mobile-first thinking. The trend is transforming the overall creative process, from scriptwriting to last mile delivery.
Use of Shoppable and Interactive Video: There's a tendency to incorporate shoppable and interactive features within video advertising. It enables consumers to buy a product or interact with a brand directly from within the video, without being sent elsewhere. The effect is more direct and streamlined route to conversion, collapsing the distinction between advertising and e-commerce. The trend is creating new possibilities for agencies to develop highly engaging and performance-driven campaigns that deliver direct sales and measurable outcomes.
Emphasis on User-Generated Content and Creators Collaborations: The trend in the market is towards more emphasis on user-generated content and partnerships with social media influencers. Agencies are using true and tangible content developed by influencers or consumers to establish credibility and trust. The effect is a more authentic and impactful advertisement that has a connection to consumers. It is changing the agency's role from being a typical content developer to being a strategic partner that enables and amplifies a community-led story.
All these new trends in combination are collectively transforming the video advertising agency landscape to be more dynamic, data-led, and consumer-focused. The shift towards hyper-personalization and shoppable videos is boosting the impact and measurability of campaigns. The emergence of CTV and short-form video is compelling the agencies to innovate in new formats and platforms. The emphasis on user-generated content is transforming the way brands tell stories. The end result is a faster, more innovative, and more strategically attuned marketplace to the changing media consumption patterns of a global population.
Recent Developments in the Video Advertising Agency Market
The market for video ad agencies has been characterized by some prominent trends that are reshaping its business model and working practices. These trends are a function of the fast pace of development of digital media and online consumer behavior. Ranging from the technological angle to creative approaches, these trends are in aggregate influencing the market through higher efficiency, wider reach, and fresh sources of income. The market is getting more automated, integrated, and outcome-focused in its nature.
Programmatic and Automated Advertising: One of the most critical recent advances is the broad use of programmatic and automated advertising platforms. These tools enable agencies to sell and purchase video ad inventory real-time through automated bidding systems. The effect is a sharp boost in efficiency and decrease in manual effort. Programmatic advertising also provides more accurate targeting, so that advertisements are presented to the most appropriate audiences at the best time. This innovation is also making the market more data-centric and contributing towards improved ROI for clients.
Growth of Connected TV and OTT Advertising Services: Another critical development is growth in agency services to offer Connected TV and Over-The-Top advertising. As homes increasingly subscribe to smart TVs and streaming devices, agencies are building new expertise and relationships to enable brands to connect with those audiences. The effect is a new and highly valuable marketplace segment that pairs television's high-impact format with the targeting potential of digital advertising. This shift is enabling agencies to provide a more integrated and full-service media offering to clients.
Emphasis on Cross-Platform and Integrated Campaigns: The industry has witnessed a trend where agencies are turning towards cross-platform and converged campaigns that cut across social media, CTV, and other digital platforms. Instead of producing a separate ad for a solitary platform, the agencies are now building a comprehensive creative strategy that is optimized for each platform. The result is an integrated brand message and better utilization of ad budgets. This trend is compelling agencies to be more strategic and consider the entire customer journey through a fractured media environment.
Use of Advanced Analytics and Measurement Tools: There has been tremendous growth in the use of advanced analytics and measurement tools. Agencies are currently employing advanced software to monitor ad performance, audience interaction, and conversion rates across platforms. The effect is a more transparent and results-driven method of video advertising. This growth is enabling agencies to give their clients clear proof of their return on investment, which is trusting them and making them a strategic partner.
In-house Video Ad Capabilities Rise: There has been an evolution in the market where big corporations are establishing in-house video ad capabilities. They are developing their own media buying and creative teams to handle their campaigns instead of outsourcing to a third-party agency. The effect is a change in the competitive landscape, and agencies must differentiate themselves by providing specialized services, creative innovation, or a portal to proprietary data and partnerships that are not available to in-house staff. This shift is testing the classic agency model.
These recent developments in the video advertising agency space are all propelling it towards a more efficient, data-driven, and results-driven future. The use of programmatic and advanced analytics is improving campaign effectiveness. Expansion into CTV and concentration on cross-platform marketing is building reach and developing more integrated brand narratives. Growth of in-house operations is compelling agencies to be more innovative and to become specialists. Overall, the effect is a more competitive and more ROI-obsessed marketplace.
Strategic Growth Opportunities in the Video Advertising Agency Market
The video advertising agency industry is full of strategic growth prospects, underpinned by a vibrant media environment and the growing need for high-impact video communications. To thrive, agencies will need to find and leverage the most important applications where their capabilities can be used to the greatest extent. These opportunities are as much about making video as they are about crafting end-to-end strategies that marry data, technology, and creative storytelling to drive measurable outcomes. Prioritizing these areas will allow agencies to lock into becoming an essential partner for brands.
Connected TV and Over-The-Top Advertising: The Connected TV and OTT category is a significant area of growth. As more consumers stream content on smart TVs and other screens, agencies can provide customized services to enable brands to connect with them. The promise is to produce targeted, high-quality video commercials that become a seamless part of the viewing experience. Agencies can use data to target specific audiences and better measure the effect of campaigns than with TV. This use provides a high-margin market segment with high growth prospects.
Short-Form Video and Social Media Campaigns: Short-form video and social media campaigns on platforms like TikTok, Instagram, and YouTube Shorts are a huge growth opportunity. These platforms are dominated by a young, highly engaged audience that prefers quick, visually appealing content. The opportunity is to create a constant stream of creative, on-trend, and platform-specific video content that is designed to go viral and drive brand awareness. Agencies can also establish influencer and creator partnerships to enhance the messages of their clients, making this a cost-efficient and high-impact use case.
Performance-Based and E-commerce Advertising: Performance-based and e-commerce advertising is a strategic growth opportunity. With brands looking to connect their ad spend directly to sales, agencies can provide services centered on driving conversions. The potential is to produce video commercials with in-built shoppable features, like links or QR codes, and to apply deep analytics to measure a user's path from impression to buy. This tool enables agencies to provide an end-to-end return on investment and be an integral component of a brand's sales funnel.
Personalized and Dynamic Video Content: The use of personalized, dynamic video content is a major growth area. With data, agencies can produce a one-off video ad that dynamically alters its message, including text, imagery, or promotion, for every viewer. The potential is to offer a highly personalized and tailored advertising experience that means a lot to the consumer. This tool enables agencies to provide an innovative service that is more effective than generic advertising and assists brands in building a deeper emotional connection with their audience.
Video Content for B2B Marketing: Video content for B2B marketing is a normally neglected growth potential. Although video is generally linked to B2C, it is increasingly crucial for B2B brands to develop engaging content like explainer videos, case studies, and corporate storytelling. The potential is to provide a niche service that assists B2B businesses to effectively communicate complicated information in a straightforward and engaging manner. This solution enables agencies to access a high-margin market segment with an appetite for advanced and professional video content.
These strategic growth opportunities are shaping the video advertising agency marketplace by compelling agencies to do more than merely produce creative content. The opportunities in CTV, short-form video, and e-commerce are creating a demand for niche expertise in new platforms and formats. The emphasis on performance-based and personalized video is changing the agency's role into a data-driven strategist. The application in B2B marketing is extending the market's reach. The collective effect is a more segmented, specialist, and results-driven market for delivering measurable business outcomes to a broad variety of clients.
Video Advertising Agency Market Driver and Challenges
The video advertising agency market is influenced by the complex interplay between key drivers and key challenges. The drivers are mainly based on the rapid proliferation of digital video viewing, technology innovation, and the well-documented efficacy of video as a communications medium. These factors are all driving the market together. The obstacles, on the other hand, are based on extremely fragmented media, production cost inflation, and measuring return on investment accurately. A sophisticated comprehension of these drivers is essential for agencies to succeed.
The factors responsible for driving the video advertising agency market include:
1. Explosive Growth in Online Video Consumption: One major reason is the geometric growth in digital video consumption by all age groups and devices. Video has become a ubiquitous form of media, thanks to the popularity of platforms such as YouTube, TikTok, and streaming services. This trend is building a huge and highly active base for video ads. The growing hours of viewing online video offer an excellent opportunity for agencies to engage with consumers and deliver clients' messages.
2. High Effectiveness and Engagement of Video Ads: The high effectiveness and engagement of video ads are a key driver. Video is an extremely effective storytelling medium and way of creating an emotional relationship with an audience, and such an emotional relationship can drive better brand recall and conversion rates. Brands are spending more of their budget on video advertising because video continually outperforms static formats.
3. Technology Advancements in Advertising: Ongoing innovation in advertising technology is a major impetus. Technologies such as programmatic advertising, AI-driven targeting, and sophisticated analytics are optimizing video advertising as more efficient, more targeted, and more quantifiable. These technologies enable agencies to send the correct ad to the correct person at the correct moment, which is extracting maximum return on investment for their clients.
4. Expanding New Platforms of Advertising: The growth of new advertising platforms, including Connected TV and social media platforms, is a major driver. This provides a broader number of opportunities for agencies to communicate with varied audiences. Every platform has specific ad formats and targeting capabilities, making it possible for agencies to craft more targeted and strategic campaigns.
5. Demand for Authentic and Creator-Led Content: The need for true and creator-driven content is a leading driver. Consumers are becoming more trusting of content from creators and influencers over traditional brand-created commercials. This is forcing agencies to rethink their tactics by working with creators as well as through the use of user-generated content within their efforts, which is a better method for trust and credibility building.
Challenges in the video advertising agency market are:
1. Fragmented Media Landscape and Audience Attention: One of the biggest challenges is having such a highly fragmented media and the resultant task of gaining audience attention. The audience is dispersed across many platforms and devices, and each platform or device has its own ad format and user behavior. This creates a challenge for agencies to produce and deliver a coherent campaign that could engage and reach an intended audience across channels effectively.
2. High Production Costs and Speed of Content Creation: Another principal challenge is high-cost production and the necessity for speed of content creation. People are demanding a continuous stream of new video content, yet high-quality video creation is costly and time-consuming. This challenges agencies to deliver new, more effective mechanisms for creating large amounts of quality content without losing creativity or brand consistency.
3. Measuring Correctly and Demonstrating ROI: A third issue is the inability to measure accurately the return on investment of video ads. As advanced analytics as there are, it may be challenging to track a user from ad impression through to ultimate conversion on various platforms and devices. That makes it challenging for agencies to have clear proof of their worth, which is a key part of winning and retaining clients.
The video ad agency market is growing, buoyed by high demand for online video content and the efficacy of video commercials. Market drivers through technology are optimizing the market, becoming increasingly efficient and data-focused. The upward trend is however tempered by principal challenges in the form of a fragmented media market and the lack of ease in measuring ROI. In order to thrive, agencies need to adopt technological innovation, discover new means for generating affordable content, and invest in strong measurement systems. The net effect is an intensely competitive market that is compelling agencies to become more strategic and results-driven than ever.
List of Video Advertising Agency Companies
Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. With these strategies video advertising agency companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the video advertising agency companies profiled in this report include-
WPP
Interpublic Group
Omnicom
Bluefocus Intelligent Communications
PublicisGroupe
Liou Group Digital Technology
Dentsu
Hakuhodo
Guangdong Advertising
Havas Group
Video Advertising Agency Market by Segment
The study includes a forecast for the global video advertising agency market by service type, platform, deployment, end use, and region.
Video Advertising Agency Market by Service Type [Value from 2019 to 2031]:
Creative & Production
Media Planning & Buying
Advertising Optimization
Video Advertising Agency Market by Platform [Value from 2019 to 2031]:
Online Platforms
Mobile Platforms
Television Platforms
Video Advertising Agency Market by Deployment [Value from 2019 to 2031]:
Cloud-Based
On-Premises
Video Advertising Agency Market by End Use [Value from 2019 to 2031]:
Retail
Automotive
Entertainment
Country Wise Outlook for the Video Advertising Agency Market
The video advertising agency industry is experiencing a deep change with the explosive growth in digital video consumption. New developments are all about technological innovation, changing consumer behavior, and the rise of new platforms for advertising. Agencies are increasingly using artificial intelligence and data analytics to craft highly personalized and targeted ads. The market is also experiencing a move towards new formats such as vertical video and connected TV, which are changing the way agencies produce, distribute, and measure their content. These shifts are transforming the industry, compelling agencies to become more agile, data-driven, and innovative.
United States: The US market is a leading force with a well-established digital infrastructure and a highly evolved advertising ecosystem. The latest developments are fueled by the fast pick-up of Over-The-Top (OTT) and Connected TV (CTV) streaming services. Advertising agencies are moving much of their ad investment from traditional TV to digital media, where there is more targeting strength and better measurement. The market is also experiencing a trend of attention on sophisticated technologies such as AI to enhance campaigns as well as short-form vertical video content, both of which mirror the prevalence of mobile consumption.
China: The market in China is a world leader in terms of innovation, especially in video generated by AI and social media promotion. New developments are driven by rapid expansion of platforms such as TikTok (Douyin) as well as a strongly competitive technology environment. Chinese companies are leading the field in developing video commercials from text or images through the use of AI, with a much lower cost and time required for production. This has opened up a new business paradigm wherein automation and swift content generation become the driving forces. The industry is also largely shaped by the emergence of social commerce and creator-driven content.
Germany: Germany's marketplace is undergoing large-scale change, fueled by higher internet penetration and a strong movement towards programmatic and data-driven marketing. Recent trends revolve around the adoption of automated ad buying and rising investment in video, particularly in short formats, to reach a mobile-first audience. The market is also experiencing an increase in the utilization of online shopping and e-commerce, which is compelling agencies to produce more personalized and targeted video content to fuel brand loyalty and conversions.
India: India's market is one that is rapidly expanding, fueled by an increase in the use of smartphones as well as affordable mobile data. Recent trends reflect a substantial shift in advertising budgets away from traditional media and into digital, with digital media currently capturing the majority of ad expenditure. Video advertising is one of the largest drivers of this growth, with short-form video on social media and ad-supported OTT leading expansion in the market. The market is also witnessing growth in demand for regional and creator-driven content to reach a broad and diverse audience.
Japan: Japan's marketplace is marked by a robust and consistent growth of internet advertising, with video advertising being the fastest-growing category. The current trends are fueled by the kind of enormous migration of ad spend away from conventional media and into digital, and in digital, video commercials are increasingly surpassing display commercials. The marketplace is witnessing a special emphasis on in-stream and out-stream video formats, which are increasingly popular on social media and other digital platforms. This trend is also encouraging agencies to produce more interesting and context-sensitive video content in order to grab eyeballs.
Features of the Global Video Advertising Agency Market
Market Size Estimates: Video advertising agency market size estimation in terms of value ($B).
Trend and Forecast Analysis: Market trends (2019 to 2024) and forecast (2025 to 2031) by various segments and regions.
Segmentation Analysis: Video advertising agency market size by various segments, such as by service type, platform, deployment, end use, and region in terms of value ($B).
Regional Analysis: Video advertising agency market breakdown by North America, Europe, Asia Pacific, and Rest of the World.
Growth Opportunities: Analysis of growth opportunities in different service types, platforms, deployments, end uses, and regions for the video advertising agency market.
Strategic Analysis: This includes M&A, new product development, and competitive landscape of the video advertising agency market.
Analysis of competitive intensity of the industry based on Porter's Five Forces model.
This report answers following 11 key questions:
Q.1. What are some of the most promising, high-growth opportunities for the video advertising agency market by service type (creative & production, media planning & buying, and advertising optimization), platform (online platforms, mobile platforms, and television platforms), deployment (cloud-based and on-premises), end use (retail, automotive, and entertainment), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
Q.2. Which segments will grow at a faster pace and why?
Q.3. Which region will grow at a faster pace and why?
Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
Q.5. What are the business risks and competitive threats in this market?
Q.6. What are the emerging trends in this market and the reasons behind them?
Q.7. What are some of the changing demands of customers in the market?
Q.8. What are the new developments in the market? Which companies are leading these developments?
Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
Q.11. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?
Table of Contents
1. Executive Summary
2. Market Overview
2.1 Background and Classifications
2.2 Supply Chain
3. Market Trends & Forecast Analysis
3.2 Industry Drivers and Challenges
3.3 PESTLE Analysis
3.4 Patent Analysis
3.5 Regulatory Environment
4. Global Video Advertising Agency Market by Service Type
4.1 Overview
4.2 Attractiveness Analysis by Service Type
4.3 Creative & Production: Trends and Forecast (2019-2031)
4.4 Media Planning & Buying: Trends and Forecast (2019-2031)
4.5 Advertising Optimization: Trends and Forecast (2019-2031)
5. Global Video Advertising Agency Market by Platform
5.1 Overview
5.2 Attractiveness Analysis by Platform
5.3 Online Platforms: Trends and Forecast (2019-2031)
5.4 Mobile Platforms: Trends and Forecast (2019-2031)
5.5 Television Platforms: Trends and Forecast (2019-2031)
6. Global Video Advertising Agency Market by Deployment
6.1 Overview
6.2 Attractiveness Analysis by Deployment
6.3 Cloud-Based: Trends and Forecast (2019-2031)
6.4 On-Premises: Trends and Forecast (2019-2031)
7. Global Video Advertising Agency Market by End Use
7.1 Overview
7.2 Attractiveness Analysis by End Use
7.3 Retail: Trends and Forecast (2019-2031)
7.4 Automotive: Trends and Forecast (2019-2031)
8. Regional Analysis
8.1 Overview
8.2 Global Video Advertising Agency Market by Region
9. North American Video Advertising Agency Market
9.1 Overview
9.2 North American Video Advertising Agency Market by Service Type
9.3 North American Video Advertising Agency Market by End Use
9.4 United States Video Advertising Agency Market
9.5 Mexican Video Advertising Agency Market
9.6 Canadian Video Advertising Agency Market
10. European Video Advertising Agency Market
10.1 Overview
10.2 European Video Advertising Agency Market by Service Type
10.3 European Video Advertising Agency Market by End Use
10.4 German Video Advertising Agency Market
10.5 French Video Advertising Agency Market
10.6 Spanish Video Advertising Agency Market
10.7 Italian Video Advertising Agency Market
10.8 United Kingdom Video Advertising Agency Market
11. APAC Video Advertising Agency Market
11.1 Overview
11.2 APAC Video Advertising Agency Market by Service Type
11.3 APAC Video Advertising Agency Market by End Use
11.4 Japanese Video Advertising Agency Market
11.5 Indian Video Advertising Agency Market
11.6 Chinese Video Advertising Agency Market
11.7 South Korean Video Advertising Agency Market
11.8 Indonesian Video Advertising Agency Market
12. ROW Video Advertising Agency Market
12.1 Overview
12.2 ROW Video Advertising Agency Market by Service Type
12.3 ROW Video Advertising Agency Market by End Use
12.4 Middle Eastern Video Advertising Agency Market
12.5 South American Video Advertising Agency Market
12.6 African Video Advertising Agency Market
13. Competitor Analysis
13.1 Product Portfolio Analysis
13.2 Operational Integration
13.3 Porter's Five Forces Analysis
Competitive Rivalry
Bargaining Power of Buyers
Bargaining Power of Suppliers
Threat of Substitutes
Threat of New Entrants
13.4 Market Share Analysis
14. Opportunities & Strategic Analysis
14.1 Value Chain Analysis
14.2 Growth Opportunity Analysis
14.2.1 Growth Opportunities by Service Type
14.2.2 Growth Opportunities by Platform
14.2.3 Growth Opportunities by Deployment
14.2.4 Growth Opportunities by End Use
14.3 Emerging Trends in the Global Video Advertising Agency Market
14.4 Strategic Analysis
14.4.1 New Product Development
14.4.2 Certification and Licensing
14.4.3 Mergers, Acquisitions, Agreements, Collaborations, and Joint Ventures
15. Company Profiles of the Leading Players Across the Value Chain
