세계의 광고 대행사 시장 보고서(2025년)
Advertising Agencies Global Market Report 2025
상품코드 : 1807796
리서치사 : The Business Research Company
발행일 : On Demand Report
페이지 정보 : 영문 250 Pages
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한글목차

광고 대행사 시장 규모는 향후 수년간 안정된 성장이 예상됩니다. 2029년에 CAGR은 4.5%를 나타낼 것으로 예측되고 4,749억 8,000만 달러로 성장할 전망입니다. 예측 기간 동안의 성장은 도시화 확대, 5G 네트워크 및 사물인터넷(IoT) 채택 증가에 기인할 수 있으며, 이러한 요소들이 성장을 주도할 것입니다. 예측 기간의 주요 트렌드로는 광고 분야 인공지능 도입, 스토리텔링 개념의 부상, 디지털화 확산, 인터랙티브 광고 수요 증가, 광고용 증강현실(AR), 스트리밍 서비스 광고 증가 등이 있습니다.

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 분쟁의 영향 때문입니다. 무역 긴장은 프랑스와 한국에서 개발된 프로그래매틱 광고 구매 인공지능 및 실시간 소비자 분석 플랫폼의 가격을 상승시켜 미국 마케팅 기업들의 캠페인 효율성 저하와 고객 서비스 비용 증가로 이어질 수 있습니다. 또한 상호 관세 부과와 무역 긴장 및 제한 강화로 인한 세계 경제 및 무역에 대한 부정적 영향으로 그 영향이 더욱 광범위하게 나타날 것입니다.

다양한 산업 전반에 걸친 광고 지출 증가가 광고 대행사 시장 수요를 촉진할 것으로 예상됩니다. 이 같은 광고 투자 증가에는 비디오 및 모바일 광고가 크게 기여하고 있습니다. 특히 디지털 광고는 최근 TV 광고 총 지출을 넘어섰습니다. 예를 들어, 2024년 4월 마케팅 기업 워드스트림(WordStream)은 2023년 글로벌 디지털 광고 지출이 4,850억 달러에 달했으며, 2024년에는 5,260억 달러로 증가할 것으로 전망했습니다. 이는 미국에서 디지털 광고 지출이 전통 미디어를 넘어섰음을 시사합니다. 또한 소매 부문이 전체 광고 지출에서 가장 높은 비중을 차지합니다. 따라서 광고 지출 증가가 광고 대행사 시장 수요를 견인할 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 서유럽 시장

제16장 영국 시장

제17장 독일 시장

제18장 프랑스 시장

제19장 이탈리아 시장

제20장 스페인 시장

제21장 동유럽 시장

제22장 러시아 시장

제23장 북미 시장

제24장 미국 시장

제25장 캐나다 시장

제26장 남미 시장

제27장 브라질 시장

제28장 중동 시장

제29장 아프리카 시장

제30장 경쟁 구도와 기업 프로파일

제31장 기타 주요 기업 및 혁신 기업

제32장 세계 시장 경쟁 벤치마킹과 대시보드

제33장 주요 인수합병(M&A)

제34장 최근 시장 동향

제35장 시장의 잠재력이 높은 국가, 전략

제36장 부록

HBR
영문 목차

영문목차

Advertising agencies play a pivotal role in initiating, managing, and executing paid marketing communications. They are responsible for creating advertisements, devising strategies for their delivery, determining when and where they will be deployed, and ultimately delivering them to the client.

The primary types of advertising agencies include TV, digital, radio, print, out-of-home (OOH), and others. A digital agency primarily focuses on marketing a company's products and services on the internet through services such as website design and development, search engine optimization (SEO), content marketing, paid online advertising, social media, email marketing, and more. Advertising modes encompass both online and offline channels, with applications in various sectors such as the banking, financial services, and insurance sector (BFSI), consumer goods and retail, government and public sector, IT & telecommunication, 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 agencies market research report is one of a series of new reports from The Business Research Company that provides advertising agencies market statistics, including advertising agencies industry global market size, regional shares, competitors with an advertising agencies market share, detailed advertising agencies market segments, market trends and opportunities, and any further data you may need to thrive in the advertising agencies industry. This advertising agencies 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 agencies market size has grown steadily in recent years. It will grow from $383.64 billion in 2024 to $398.77 billion in 2025 at a compound annual growth rate (CAGR) of 3.9%. The growth in the historic period can be attributed to strong economic growth in emerging markets, the rise of globalization, rising penetration of e-commerce, rising advertisement expenditure, and rapid development in technology.

The advertising agencies market size is expected to see steady growth in the next few years. It will grow to $474.98 billion in 2029 at a compound annual growth rate (CAGR) of 4.5%. The growth in the forecast period can be attributed to rising urbanization, increasing adoption of 5g networks and the Internet of Things (IoT) will drive the growth. Major trends in the forecast period include the launch of artificial intelligence in advertising, rising storytelling concepts, increased adoption of digitalization, growing demand for interactive advertising, augmented reality for advertising, and an increase in advertising on streaming services.

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. Trade tensions could hinder U.S. marketing firms by inflating prices for programmatic ad-buying artificial intelligence and real-time consumer analytics platforms developed in France and South Korea, resulting in reduced campaign efficiency and higher client service fees. 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.

An increase in advertising expenditure across various industries is anticipated to boost demand for the advertising agency market. Video and mobile ads are significant contributors to this rise in ad investment. Notably, digital advertising has recently eclipsed total spending on television ads. For example, in April 2024, WordStream, a marketing company, reported that global digital ad spending reached $485 billion in 2023 and is projected to rise to $526 billion in 2024. This indicates that, in the U.S., digital ad spending has surpassed that of traditional media. Additionally, the retail sector accounts for the highest percentage of total advertising expenditures. Consequently, the growth in advertising spending is expected to drive demand for the advertising agency market.

The increasing inclination towards influencer marketing is poised to drive the growth trajectory of the advertising agency market in the foreseeable future. This marketing strategy involves collaborations between businesses and individuals who hold substantial and engaged followings on social media platforms or other online channels. Advertising agencies specializing in influencer marketing offer crucial services aimed at optimizing brand-influencer partnerships, aligning them with overarching marketing goals, and ensuring compliance with regulatory norms. For instance, a report published by Influencer Marketing Hub, a Denmark-based media company focused on social media and influencer marketing, projects the influencer marketing industry to attain a value of $21.1 billion in 2023. Furthermore, a survey indicates that 82% of respondents plan to allocate budgets for influencer marketing in 2023, showing growth from the 77% reported in 2022. Thus, the burgeoning preference for influencer marketing is expected to be a key driver propelling the advertising agency market.

The integration of artificial intelligence (AI) into advertising strategies is becoming increasingly prevalent within the advertising agencies market. Key industry players are consistently striving to introduce innovative technologies aimed at better addressing consumer needs. For instance, Kantar, a UK-based marketing data and analytics company, unveiled Link AI for Digital in May 2022. This AI-powered advertising testing tool is specifically tailored for digital advertising formats. Utilizing predictive analytics, Link AI for Digital assesses the anticipated in-market performance of digital advertisements. This innovative solution was trained using an extensive database comprising over 230,000 survey-enabled ad tests and 30 million real-world interactions.

Major companies within the market are directing their efforts towards the development of cutting-edge products tailored for younger demographics, such as the Gen Z Music lineup, to expand their consumer base and gain a competitive edge. The Gen Z Music lineup is a tool designed to identify trending music and aid advertisers in establishing connections with the 18- to 24-year-old demographic. For instance, Google Ads, a US-based advertising platform, introduced the globally available Gen Z Music lineup in July 2023. Leveraging data from audio, long-form content, and YouTube shorts, Google AI curates a lineup of trending songs among 18- to 24-year-olds. Advertisers can opt to have their campaigns featured alongside content playing these popular songs, providing them with an avenue to better engage with the targeted demographic.

In September 2024, Schbang, an Indian full-service creative and technology agency specializing in digital marketing, branding, and web development, acquired Addikt for an undisclosed sum. This acquisition is part of Schbang's strategy to enhance its global presence by incorporating top-tier design capabilities. Addikt has collaborated with renowned international brands such as Pride Amsterdam, Prada X Armani, Rabobank, and Booking.com. The newly formed entity, AddiktSchbang, combines Indian technology, British storytelling, and Dutch design to cater to over 300 brands, coinciding with the rapid growth of the European digital advertising market. Addikt is a Netherlands-based company recognized for its innovative design and digital storytelling solutions.

Major companies operating in the advertising agencies market include WPP PLC, Dentsu Inc., Publicis Groupe, Omnicom Group Inc., Hakuhodo DY Holdings, BlueFocus Communication Group, The Interpublic Group of Companies, Inc., Accenture Interactive, Havas, MDC Partners, ADA, Red search, Schbang, Medium rare content agency, King content, DDB Group, Wieden + Kennedy (Shanghai) Co. Ltd., Guangdong Advertising Co. Ltd, Lowe Shanghai, VCCP, Mediaplus Group (Munchen Deutschland), Bartle Bogle Hegarty (BBH), The&Partnership, Braaxe, Saatchi & Saatchi, Admind Agency, BrainDonors, Brain Tank Marketing Agency, Zest Creations, Purple PR Ltd., Funktional and Subsign, Ogilvy, The O Group, Digital Silk, studiofilms, Ignite Social Media, The Bureau of Small Projects, OKD Marketing, Cundari, Giants & Gentlemen, Let's Get Optimized, Social Media 55, Burrell Communications, Arcane Marketing, Forge and Smith, Strano + Pettigrew Design Associates, Jelly Digital Marketing & PR, Art & Science, Sid Lee, John St., BETC Havas, Lowe Lintas, Leo Burnett, Grey Worldwide, FCB Ulka, Rediffusion DYR, Euro RSCG, 9thWonder, Hoopla, Way2net Digital Marketing Agency, TBWA Raad, FP7 McCANN, Tonic International, Mullen Lowe, BPG Group, Mars Media Group, Intango, Executive Digital, Adbot, dKilo, Ads Gate, AdCrew, JCDecaux

North America was the largest region in the advertising agencies market in 2024. Western Europe was the second largest region in the global advertising agencies market share. The regions covered in the advertising agencies market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa

The countries covered in the advertising agencies market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain

The advertising agencies market consists of revenue earned by entities by involving in marketing activities such as planning, developing, creating and managing advertisement campaigns and promotional activities in newspapers, radio, television, websites and social media sites. These establishments are organized to provide a full range of services (i.e., through in-house capabilities or subcontracting), including advice, creative services, account management, production of advertising content, media planning, and buying (i.e., placing advertising). 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 Agencies 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 agencies 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 agencies ? 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 agencies 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 Agencies Market Characteristics

3. Advertising Agencies Market Trends And Strategies

4. Advertising Agencies 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 Agencies Growth Analysis And Strategic Analysis Framework

6. Advertising Agencies Market Segmentation

7. Advertising Agencies Market Regional And Country Analysis

8. Asia-Pacific Advertising Agencies Market

9. China Advertising Agencies Market

10. India Advertising Agencies Market

11. Japan Advertising Agencies Market

12. Australia Advertising Agencies Market

13. Indonesia Advertising Agencies Market

14. South Korea Advertising Agencies Market

15. Western Europe Advertising Agencies Market

16. UK Advertising Agencies Market

17. Germany Advertising Agencies Market

18. France Advertising Agencies Market

19. Italy Advertising Agencies Market

20. Spain Advertising Agencies Market

21. Eastern Europe Advertising Agencies Market

22. Russia Advertising Agencies Market

23. North America Advertising Agencies Market

24. USA Advertising Agencies Market

25. Canada Advertising Agencies Market

26. South America Advertising Agencies Market

27. Brazil Advertising Agencies Market

28. Middle East Advertising Agencies Market

29. Africa Advertising Agencies Market

30. Advertising Agencies Market Competitive Landscape And Company Profiles

31. Advertising Agencies Market Other Major And Innovative Companies

32. Global Advertising Agencies Market Competitive Benchmarking And Dashboard

33. Key Mergers And Acquisitions In The Advertising Agencies Market

34. Recent Developments In The Advertising Agencies Market

35. Advertising Agencies Market High Potential Countries, Segments and Strategies

36. Appendix

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