세계의 미디어 구매 대행사 및 대표 기업 시장 보고서(2025년)
Media Buying Agencies And Representative Firms Global Market Report 2025
상품코드 : 1807805
리서치사 : The Business Research Company
발행일 : On Demand Report
페이지 정보 : 영문 250 Pages
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한글목차

미디어 구매 대행사 및 대표 기업 시장 규모는 향후 수년간 안정된 성장이 예상됩니다. 2029년에 823억 6,000만 달러에 이를 것으로 예측되고 CAGR은 4.2%입니다. 예측 기간 동안의 성장은 모바일 동영상 시청 증가, 인터넷 보급률 확대, 정부 지원, 그리고 젊은 층 또는 밀레니얼 세대의 증가에 기인할 수 있습니다. 예측 기간의 주요 트렌드로는 마케팅 담당자가 더 많은 실험을 수행하고 새로운 전략을 개발할 수 있도록 인공지능(AI)과 머신러닝(ML) 활용, 가상 현실 환경에서 고객과 상호작용하기 위한 메타버스 애플리케이션 집중, 신제품 출시 집중, 빅데이터 활용, 더 타깃팅되고 개인화된 캠페인을 위한 디지털 서비스 집중, 시청자 확보를 위한 스트리밍 서비스 집중 등이 포함됩니다.

향후 5년간 4.2% 성장 전망은 해당 시장에 대한 이전 추정치 대비 0.2% 소폭 하향 조정된 수치입니다. 이 같은 하향 조정은 주로 미국과 타국 간 관세 영향 때문입니다. 무역 제한은 이스라엘 및 영국에서 조달하는 프로그래매틱 구매 플랫폼과 시청자 측정 도구에 대한 비용 증가로 미국 광고 업체에 부담을 주어 미디어 구매 효율성을 저하시키고 캠페인 관리 비용을 상승시킬 수 있습니다. 상호 관세 부과와 무역 긴장 및 제한 강화로 인한 세계 경제 및 무역에 대한 부정적 영향으로 그 효과는 더욱 광범위하게 나타날 것입니다.

정치 행사, 스포츠 이벤트, 축제, 고예산 영화의 증가로 미디어 구매 대행사 및 대표 업체에 대한 수요가 증가할 것으로 예상됩니다. 특히 2020년 미국 대통령 선거 당시 민주당은 인도계 유권자 참여를 위해 14개 인도 언어로 광고를 방영했습니다. 2023년 9월 대선 후보들은 상당한 수입과 지출을 보고하며 정치 캠페인의 재정적 규모를 부각시켰습니다. 정치 집회, 스포츠 행사, 코첼라 같은 축제를 포함한 대규모 군중 집회 행사는 미디어 구매 대행사 및 대표 업체 시장의 성장에 크게 기여하고 있습니다.

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

Media buying is the process of acquiring media space and time to achieve effective ad placements in alignment with the brand's marketing or advertising objectives. A media representative refers to any legal or natural person who serves as an intermediary on behalf of the advertiser, purchasing advertising space under the terms of a written representation contract.

The main services offered by media buying agencies and representative firms include media buying services, media planning services, media representative firms, and others. Media buying is a strategy employed in sponsored marketing campaigns, aiming to identify and procure ad space on channels that resonate with the target demographic, ensuring optimal pricing and timing. Various industries, including BFSI, consumer goods and retail, government and public sector, IT and telecom, healthcare, and media and entertainment, utilize these services through different modes, such as offline and online.

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 media buying agencies and representative firms market research report is one of a series of new reports from The Business Research Company that provides media buying agencies and representative firms market statistics, including media buying agencies and representative firms industry global market size, regional shares, competitors with a media buying agencies and representative firms market share, detailed media buying agencies and representative firms market segments, media buying agencies and representative firms market trends and opportunities, and any further data you may need to thrive in the media buying agencies and representative firms industry. This media buying agencies and representative firms 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 media buying agencies and representative firms market size has grown steadily in recent years. It will grow from $68.06 billion in 2024 to $69.82 billion in 2025 at a compound annual growth rate (CAGR) of 2.6%. The growth in the historic period can be attributed to strong economic growth in emerging markets, increasing number of events, growth in world population and rising advertisement expenditure.

The media buying agencies and representative firms market size is expected to see steady growth in the next few years. It will grow to $82.36 billion in 2029 at a compound annual growth rate (CAGR) of 4.2%. The growth in the forecast period can be attributed to increase in mobile video viewing, increasing internet penetration, government support and growing young or millennial population. Major trends in the forecast period include leveraging artificial intelligence (ai) and machine learning (ml) to help marketers to run more experiments and to further develop new strategies, focusing on metaverse applications to interact with customers in virtual realistic settings, focusing on new product launches, leveraging big data, focusing on digital services for more targeted and personalized campaigns and focusing on streaming services to capture audiences.

The forecast of 4.2% growth over the next five years reflects a modest reduction of 0.2% from the previous estimate for this market. This reduction is primarily due to the impact of tariffs between the US and other countries. Trade restrictions may burden U.S. advertising firms by increasing expenses for programmatic buying platforms and audience measurement tools sourced from Israel and the UK, potentially reducing media buying efficiency while raising campaign management costs. 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.

The demand for media buying agencies and representative firms is expected to rise due to an increasing number of political events, sports events, festivals, and high-budget movies. Notably, during the 2020 US presidential elections, the Democratic Party released ads in 14 Indian languages to engage voters of Indian origin. In September 2023, presidential candidates reported significant receipts and disbursements, emphasizing the financial scale of political campaigns. Major crowd-gathering events, including political rallies, sports events, and festivals such as Coachella, are significant contributors to the growing market for media buying agencies and representative firms.

The growth of the media buying agencies and representative firms' market is further propelled by the escalating use of the internet and social media platforms. Social media platforms serve as communication channels facilitating conversations, information exchange, and content creation. Businesses leverage social media for cost-effective marketing and advertising, engaging with a global audience. Recent data from Meltwater indicates an increase in internet users in the UK, with substantial LinkedIn and Instagram user bases. The pervasive use of the internet and social media platforms is a key driver fostering the expansion of the media buying agencies and representative firms' market.

Leading companies in the media buying agencies and representative firms market are increasingly focused on innovation, such as developing audience-targeting tools tailored for marketers familiar with TikTok. Target audience tools involve identifying and analyzing specific consumer groups most likely to engage with a brand's message or product. For instance, in May 2024, TikTok, a U.S.-based entertainment company, introduced a Media Buying Certification designed to enhance digital marketers' skills. This new certification allows marketers to demonstrate their expertise in media buying on the platform. The qualification is assessed through an exam, supported by a comprehensive 124-page study guide and a practice test. Targeted at professionals experienced in business marketing on TikTok, this certification is valid for two years, providing verifiable credentials for professional profiles.

Major companies in the media buying agencies and representative firms' market are focusing on innovative solutions to gain a competitive edge. AVOW Intelligence, introduced by AVOW, is one such solution providing cost-effectiveness, performance monitoring, and optimization. This proprietary technology processes vast amounts of data from various mobile OEMs, bridging the gap between media buyers and data. AVOW's initiative to launch AVOW Intelligence in India aims to transform mobile OEM advertising, offering clients a competitive advantage in user acquisition initiatives on different app stores.

In September 2022, Mediahub, a U.S.-based advertising company, partnered with LandVault to expand its Web3 strategy and consulting services for clients. This collaboration aims to develop a Web3 RFP Brief that helps assess clients' readiness for metaverse activations. LandVault, a UK-based media company, specializes in creating and optimizing virtual spaces for brands and creators in the digital environment.

Major companies operating in the media buying agencies and representative firms market include WPP PLC, Publicis Groupe, Omnicom Group Inc, Dentsu Inc, The Interpublic Group Of Companies, Havas SA, Katz Media Group, Hakuhodo DY Media Partners Inc., Horizon Media, Kingstar Media, Initiative Media Private Limited, Brand Catalyser, AJ Marketing, GrowthElements Private Limited, Adworth Media Pvt Ltd, Alchemy One, MK Media, GDR Media Group, KKBC, KOL Media, Sootoo Network, DLG SA (Digital Luxury Group), Eastidea Integrated Solutions, RuiYing Media, Premium.Digital, Havas Media Shanghai, Totem Media, The One Stop Marketing Ltd., Sage+Archer, Media Reach Advertising, Media Alive, Hotspex Media, Digital Star, ERKA Agile Communication, Media Pozitiv, MoloSo Agency, Evolution Media, Moburst, Media Matters Worldwide, Acquire Media Corporation, LoyaltyPlant, Oasn Me Ltd., Alsayegh Media, Le Astrid International LLC, Twofour group, PAZ marketing, Shells advertising, Saba consultants, KENZ advertising, Amber communications, Socialize, Prodesign Advertising, Keyade, Amorphous new media, Terragon group, NXT Digital, Adclick Africa, Sprout performance partners, Gloo design agency, Brand republic SA, Sauce advertising, WetPaint advertising, NP Digital south Africa, Fogg agency, Fuse factory

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

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

The media buying agencies and representative firms market consists of revenue earned by entities by providing services such as purchasing advertising time or space from media outlets and resell it to advertising agencies or individual companies directly and independent representatives that sell media time or space for media owners. 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.

Media Buying Agencies And Representative Firms 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 media buying agencies and representative firms 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 media buying agencies and representative firms ? 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 media buying agencies and representative firms 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. Media Buying Agencies And Representative Firms Market Characteristics

3. Media Buying Agencies And Representative Firms Market Trends And Strategies

4. Media Buying Agencies And Representative Firms 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 Media Buying Agencies And Representative Firms Growth Analysis And Strategic Analysis Framework

6. Media Buying Agencies And Representative Firms Market Segmentation

7. Media Buying Agencies And Representative Firms Market Regional And Country Analysis

8. Asia-Pacific Media Buying Agencies And Representative Firms Market

9. China Media Buying Agencies And Representative Firms Market

10. India Media Buying Agencies And Representative Firms Market

11. Japan Media Buying Agencies And Representative Firms Market

12. Australia Media Buying Agencies And Representative Firms Market

13. Indonesia Media Buying Agencies And Representative Firms Market

14. South Korea Media Buying Agencies And Representative Firms Market

15. Western Europe Media Buying Agencies And Representative Firms Market

16. UK Media Buying Agencies And Representative Firms Market

17. Germany Media Buying Agencies And Representative Firms Market

18. France Media Buying Agencies And Representative Firms Market

19. Italy Media Buying Agencies And Representative Firms Market

20. Spain Media Buying Agencies And Representative Firms Market

21. Eastern Europe Media Buying Agencies And Representative Firms Market

22. Russia Media Buying Agencies And Representative Firms Market

23. North America Media Buying Agencies And Representative Firms Market

24. USA Media Buying Agencies And Representative Firms Market

25. Canada Media Buying Agencies And Representative Firms Market

26. South America Media Buying Agencies And Representative Firms Market

27. Brazil Media Buying Agencies And Representative Firms Market

28. Middle East Media Buying Agencies And Representative Firms Market

29. Africa Media Buying Agencies And Representative Firms Market

30. Media Buying Agencies And Representative Firms Market Competitive Landscape And Company Profiles

31. Media Buying Agencies And Representative Firms Market Other Major And Innovative Companies

32. Global Media Buying Agencies And Representative Firms Market Competitive Benchmarking And Dashboard

33. Key Mergers And Acquisitions In The Media Buying Agencies And Representative Firms Market

34. Recent Developments In The Media Buying Agencies And Representative Firms Market

35. Media Buying Agencies And Representative Firms Market High Potential Countries, Segments and Strategies

36. Appendix

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