세계의 광고, 홍보 및 관련 서비스 시장 보고서(2025년)
Advertising, Public Relations, And Related Services Global Market Report 2025
상품코드 : 1807754
리서치사 : The Business Research Company
발행일 : On Demand Report
페이지 정보 : 영문 250 Pages
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한글목차

광고, 홍보 및 관련 서비스 시장 규모는 향후 수년간 안정된 성장이 예상됩니다. 2029년에 연평균 성장률(CAGR)은 4.5%를 나타낼 것으로 예측되고 1조 87억 6,000만 달러로 성장할 전망입니다. 예측 기간 동안의 성장은 디지털 마케팅의 지배적 위상, 데이터 분석 통합, 동영상 콘텐츠 급증, 지속가능성과 기업 사회적 책임(CSR), 데이터 개인정보 보호 문제, 다양성과 포용성 등에 기인할 수 있습니다. 예측 기간의 주요 트렌드로는 디지털 광고 지출, 광고 분야 인공지능(AI) 통합, 브랜드 메시지의 지속가능성, 프로그래매틱 광고, 챗봇 및 대화형 마케팅이 포함됩니다.

향후 5년간 4.5% 성장 전망은 해당 시장에 대한 이전 추정치 대비 0.1% 소폭 하향 조정된 수치입니다. 이 같은 하향 조정은 주로 미국과 타국 간 관세 부과 영향 때문입니다. 관세 부과로 인해 독일과 이스라엘에서 수입되는 프로그래매틱 광고 플랫폼 및 소비자 데이터 분석 도구의 비용이 증가하여 미국 마케팅 대행사에 차질이 발생할 수 있으며, 이는 캠페인 효과를 저하시키고 고객에게 더 높은 수수료를 부과할 수 있습니다. 또한 상호 관세 부과와 무역 긴장 및 제한 강화로 인한 세계 경제 및 무역에 대한 부정적 영향으로 그 영향이 더 광범위하게 나타날 것입니다.

기술 발전은 타겟팅 광고를 강화하여 그 어느 때보다 정밀하게 만들 준비가 되어 있습니다. 구글, 페이스북, 트위터와 같은 선도 기업들은 사용자의 온라인 활동을 추적하는 광고 전달 방식을 고안해 광고주가 개인의 이전 검색 기록을 기반으로 맞춤형 광고를 제공할 수 있게 했습니다. 이는 사용자의 온라인 쇼핑, 독서 습관, 직업 정보, 소득 등을 모니터링하는 것으로까지 확장되어 기업이 포괄적인 소비자 프로필을 생성할 수 있게 합니다. 온라인 광고의 이러한 기술적 개선은 예측 기간 동안 시장 성장을 촉진할 것으로 예상됩니다.

목차

제1장 주요 요약

제2장 시장 특징

제3장 시장 동향과 전략

제4장 시장 : 금리, 인플레이션, 지정학, 무역전쟁과 관세, 코로나 및 회복이 시장에 미치는 영향을 포함한 거시경제 시나리오

제5장 세계의 성장 분석과 전략 분석 프레임워크

제6장 시장 세분화

제7장 지역별, 국가별 분석

제8장 아시아태평양 시장

제9장 중국 시장

제10장 인도 시장

제11장 일본 시장

제12장 호주 시장

제13장 인도네시아 시장

제14장 한국 시장

제15장 방글라데시 시장

제16장 태국 시장

제17장 베트남 시장

제18장 말레이시아 시장

제19장 싱가포르 시장

제20장 필리핀 시장

제21장 홍콩 시장

제22장 뉴질랜드 시장

제23장 서유럽 시장

제24장 영국 시장

제25장 독일 시장

제26장 프랑스 시장

제27장 이탈리아 시장

제28장 스페인 시장

제29장 스페인 시장

제30장 오스트리아 시장

제31장 벨기에 시장

제32장 덴마크 시장

제33장 핀란드 시장

제34장 아일랜드 시장

제35장 네덜란드 시장

제36장 노르웨이 시장

제37장 포르투갈 시장

제38장 스웨덴 시장

제39장 스위스 시장

제41장 러시아 시장

제42장 체코공화국 시장

제43장 폴란드 시장

제44장 루마니아 시장

제45장 우크라이나 시장

제46장 북미 시장

제47장 미국 시장

제48장 캐나다 시장

제50장 남미 시장

제51장 브라질 시장

제52장 칠레 시장

제53장 아르헨티나 시장

제54장 콜롬비아 시장

제55장 페루 시장

제56장 중동시장

제57장 사우디아라비아 시장

제58장 이스라엘 시장

제59장 이란 시장

제60장 튀르키예 시장

제61장 아랍에미리트(UAE) 시장

제62장 아프리카 시장

제63장 이집트 시장

제64장 나이지리아 시장

제65장 남아프리카 시장

제66장 경쟁 구도와 기업 프로파일

제67장 기타 주요 기업 및 혁신 기업

제68장 세계 시장 경쟁 벤치마킹과 대시보드

제69장 주요 인수합병(M&A)

제70장 최근 시장 동향

제71장 시장의 잠재력이 높은 국가, 전략

제72장 부록

HBR
영문 목차

영문목차

Advertising agencies take charge of initiating, managing, and executing paid marketing communications. They are responsible for creating advertisements, planning the delivery strategy including timing and placement, and ultimately delivering the ads to the client. On the other hand, public relations involves the process of organizing and disseminating information from an individual or organization to the relevant public or target audience, aiming to influence the audience's perception.

The primary categories within advertising, public relations, and related services encompass advertising agencies, billboard and outdoor advertising, media buying agencies and representative firms, print advertising distribution, other advertising services, public relations, and direct mail advertising. An advertising agency, also referred to as a creative agency or ad agency, specializes in developing and executing advertising and promotional strategies for its clients. These services span both online and offline modes and find applications in various sectors such as BFSI, consumer goods and retail, government and public sector, IT & telecom, healthcare, and media & entertainment.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The sharp rise in U.S. tariffs and the ensuing trade tensions in spring 2025 are taking a toll on the professional services sector, especially within legal, consulting, architectural, and engineering fields. Increased duties on imported technology, software, office hardware, and digital infrastructure have pushed up operational costs for firms that rely on global systems and resources. Cross-border consulting engagements are experiencing delays and higher expenses due to elevated travel costs and limited access to international data and tools. Moreover, industries heavily impacted by tariffs such as manufacturing, construction, and logistics are reducing their reliance on outsourced services, dampening demand for professional support. In response, service providers are reassessing pricing models, strengthening ties with domestic vendors, and accelerating the adoption of AI and automation to maintain profitability and client satisfaction in an increasingly volatile environment.

The advertising, public relations, and related services market research report is one of a series of new reports from The Business Research Company that provides advertising, public relations, and related services market statistics, including advertising, public relations, and related services industry global market size, regional shares, competitors with an advertising, public relations, and related services market share, detailed advertising, public relations, and related services market segments, market trends and opportunities, and any further data you may need to thrive in the advertising, public relations, and related services industry. This advertising, public relations, and related services 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, public relations, and related services market size has grown steadily in recent years. It will grow from $816.58 billion in 2024 to $846.3 billion in 2025 at a compound annual growth rate (CAGR) of 3.6%. The growth in the historic period can be attributed to media expansion, globalization, digital revolution, brand building, political campaigns, social and cultural changes.

The advertising, public relations, and related services market size is expected to see steady growth in the next few years. It will grow to $1008.76 billion in 2029 at a compound annual growth rate (CAGR) of 4.5%. The growth in the forecast period can be attributed to digital marketing dominance, data analytics integration, video content surge, sustainability and CSR, data privacy concerns, diversity and inclusion. Major trends in the forecast period include digital advertising spending, integration of artificial intelligence (AI) in advertising, sustainability in brand messaging, programmatic advertising, chatbots and conversational marketing.

The forecast of 4.5% growth over the next five years reflects a modest reduction of 0.1% from the previous estimate for this market. This reduction is primarily due to the impact of tariffs between the US and other countries. The imposition of tariffs may disrupt U.S. marketing agencies by increasing costs for programmatic advertising platforms and consumer data analytics tools imported from Germany and Israel, potentially reducing campaign effectiveness and forcing higher fees onto clients. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.

Advancements in technology are poised to enhance targeted advertising, making it more precise than ever. Leading companies such as Google, Facebook, and Twitter have devised advertisement delivery methods that involve tracking users' online activities, enabling advertisers to deliver tailored ads based on individuals' previous searches. This extends to monitoring users' online shopping, reading habits, job information, income, and more, allowing companies to create comprehensive consumer profiles. These technological improvements in online advertising are anticipated to propel market growth in the forecasted period.

The increasing prevalence of social media usage is expected to drive the growth of the advertising, public relations, and related services market. Social media platforms, facilitating the creation, sharing, and interaction of content, boast billions of active users globally. This vast user base presents a significant audience for advertising and public relations (PR) campaigns, surpassing the reach of traditional media. A report by We Are Social and Hootsuite projects 4.62 billion social media users worldwide in 2022, representing 58.4% of the global population. The continuous growth in social media usage, with 424 million new users in 2021 alone, is a key driver for the expansion of the advertising, public relations, and related services market.

The shift towards digital campaigns is a notable trend in the advertising and PR industry, driven by increasing digitalization and advancements in social media, search engine marketing, content marketing, and e-commerce technology. Online content marketing campaigns, targeting a growing user base on social media platforms and internet portals, are projected to be three times more effective than traditional campaigns while being cost-efficient. The ability to track performance in real-time further enhances the appeal of digital campaigns, allowing businesses to plan future PR and marketing strategies with greater precision.

Major companies in the advertising, public relations, and related services market are introducing new products, such as artificial intelligence (AI) tools for advertising. These AI tools leverage algorithms to perform specific tasks and problem-solving, providing businesses with valuable insights into customers and items. Google's launch of new AI advertising tools for retailers in August 2023 is an example, offering unique capabilities to enhance holiday advertising and improve engagement, especially for businesses utilizing local inventory advertisements. These developments align with the industry's goal of meeting broader customer bases, driving sales, and increasing revenue.

In May 2024, CG Life, a marketing and communications agency based in the US, acquired Berry & Company Public Relations for an undisclosed sum. This acquisition is intended to enhance strategic communications services within the biopharma and healthcare sectors, utilizing Berry & Company's expertise to foster innovation and meet client needs in areas such as clinical communications, patient advocacy, and drug development. This initiative aligns with CG Life's goal of establishing a comprehensive, technology-enabled healthcare communications agency. Berry & Company Public Relations is a US-based firm that specializes in advertising, public relations, and related services.

Major companies operating in the advertising, public relations, and related services market include Google LLC, MWWPR, WPP plc, Publicis Groupe S.A., Omnicom Group Inc., Interpublic Group of Companies Inc., Dentsu Inc., FTI Consulting Inc., Havas PR, Outbrain Inc., Cision AB, Meltwater Group AS, Huntsworth plc, Hopscotch Group, Business Wire, APCO Worldwide, Coyne PR, Mikhailov & Partners, Agility PR Solutions, DJE Holdings, IPR Software Inc., Prezly, Kreab Gavin Anderson, AirPR software, IrisPR software, Isentia, Onalytica, TrendKite

Asia-Pacific was the largest region in the advertising, public relations, and related services market in 2024. Western Europe was the second largest region in advertising, public relations, and related services market. The regions covered in the advertising, public relations, and related services market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the advertising, public relations, and related services market report are Australia, China, India, Indonesia, Japan, South Korea, Bangladesh, Thailand, Vietnam, Malaysia, Singapore, Philippines, Hong Kong, New Zealand, USA, Canada, Mexico, Brazil, Chile, Argentina, Colombia, Peru, France, Germany, UK, Austria, Belgium, Denmark, Finland, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, Russia, Czech Republic, Poland, Romania, Ukraine, Saudi Arabia, Israel, Iran, Turkey, UAE, Egypt, Nigeria, South Africa.

The advertising, public relations and related services market consists of revenue earned by entities by providing services such as planning, developing, creating and managing advertisement and promotional activities. Advertising, public relations and related services establishments undertake processes where human capital is the major input. They make available the knowledge and skills of their employees, often on an assignment basis, where an individual or team is responsible for the delivery of services to the client. 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.

Advertising, Public Relations, And Related Services Global Market Report 2025 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses on advertising, public relations, and related services market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

Reasons to Purchase

Where is the largest and fastest growing market for advertising, public relations, and related services ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The advertising, public relations, and related services market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.

Scope

Table of Contents

1. Executive Summary

2. Advertising, Public Relations, And Related Services Market Characteristics

3. Advertising, Public Relations, And Related Services Market Trends And Strategies

4. Advertising, Public Relations, And Related Services Market - Macro Economic Scenario Including The Impact Of Interest Rates, Inflation, Geopolitics, Trade Wars and Tariffs, And Covid And Recovery On The Market

5. Global Advertising, Public Relations, And Related Services Growth Analysis And Strategic Analysis Framework

6. Advertising, Public Relations, And Related Services Market Segmentation

7. Advertising, Public Relations, And Related Services Market Regional And Country Analysis

8. Asia-Pacific Advertising, Public Relations, And Related Services Market

9. China Advertising, Public Relations, And Related Services Market

10. India Advertising, Public Relations, And Related Services Market

11. Japan Advertising, Public Relations, And Related Services Market

12. Australia Advertising, Public Relations, And Related Services Market

13. Indonesia Advertising, Public Relations, And Related Services Market

14. South Korea Advertising, Public Relations, And Related Services Market

15. Bangladesh Advertising, Public Relations, And Related Services Market

16. Thailand Advertising, Public Relations, And Related Services Market

17. Vietnam Advertising, Public Relations, And Related Services Market

18. Malaysia Advertising, Public Relations, And Related Services Market

19. Singapore Advertising, Public Relations, And Related Services Market

20. Philippines Advertising, Public Relations, And Related Services Market

21. Hong Kong Advertising, Public Relations, And Related Services Market

22. New Zealand Advertising, Public Relations, And Related Services Market

23. Western Europe Advertising, Public Relations, And Related Services Market

24. UK Advertising, Public Relations, And Related Services Market

25. Germany Advertising, Public Relations, And Related Services Market

26. France Advertising, Public Relations, And Related Services Market

27. Italy Advertising, Public Relations, And Related Services Market

28. Spain Advertising, Public Relations, And Related Services Market

29. Spain Advertising, Public Relations, And Related Services Market

30. Austria Advertising, Public Relations, And Related Services Market

31. Belgium Advertising, Public Relations, And Related Services Market

32. Denmark Advertising, Public Relations, And Related Services Market

33. Finland Advertising, Public Relations, And Related Services Market

34. Ireland Advertising, Public Relations, And Related Services Market

35. Netherlands Advertising, Public Relations, And Related Services Market

36. Norway Advertising, Public Relations, And Related Services Market

37. Portugal Advertising, Public Relations, And Related Services Market

38. Sweden Advertising, Public Relations, And Related Services Market

39. Switzerland Advertising, Public Relations, And Related Services Market

41. Russia Advertising, Public Relations, And Related Services Market

42. Czech Republic Advertising, Public Relations, And Related Services Market

43. Poland Advertising, Public Relations, And Related Services Market

44. Romania Advertising, Public Relations, And Related Services Market

45. Ukraine Advertising, Public Relations, And Related Services Market

46. North America Advertising, Public Relations, And Related Services Market

47. USA Advertising, Public Relations, And Related Services Market

48. Canada Advertising, Public Relations, And Related Services Market

50. South America Advertising, Public Relations, And Related Services Market

51. Brazil Advertising, Public Relations, And Related Services Market

52. Chile Advertising, Public Relations, And Related Services Market

53. Argentina Advertising, Public Relations, And Related Services Market

54. Colombia Advertising, Public Relations, And Related Services Market

55. Peru Advertising, Public Relations, And Related Services Market

56. Middle East Advertising, Public Relations, And Related Services Market

57. Saudi Arabia Advertising, Public Relations, And Related Services Market

58. Israel Advertising, Public Relations, And Related Services Market

59. Iran Advertising, Public Relations, And Related Services Market

60. Turkey Advertising, Public Relations, And Related Services Market

61. United Arab Emirates Advertising, Public Relations, And Related Services Market

62. Africa Advertising, Public Relations, And Related Services Market

63. Egypt Advertising, Public Relations, And Related Services Market

64. Nigeria Advertising, Public Relations, And Related Services Market

65. South Africa Advertising, Public Relations, And Related Services Market

66. Advertising, Public Relations, And Related Services Market Competitive Landscape And Company Profiles

67. Advertising, Public Relations, And Related Services Market Other Major And Innovative Companies

68. Global Advertising, Public Relations, And Related Services Market Competitive Benchmarking And Dashboard

69. Key Mergers And Acquisitions In The Advertising, Public Relations, And Related Services Market

70. Recent Developments In The Advertising, Public Relations, And Related Services Market

71. Advertising, Public Relations, And Related Services Market High Potential Countries, Segments and Strategies

72. Appendix

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