The advertising, public relations and related services market comprise establishments offering services for planning, developing, creating and managing advertisement and promotional activities.
The top five companies covered are WPP PLC, Omnicom Group, Publicis Groupe S.A., Dentsu Inc. and Interpublic Group of Companies, Inc. WPP PLC was the largest company in the advertising, public relations and related services market in 2017.
The countries covered are USA, China, Germany, Brazil, Japan, UK, Spain, Russia, France, Australia, Italy, India and rest of the world.
The global advertising, public relations and related services market was valued at around $748 billion in 2017. North America was the largest region in the advertising, public relations, and related services market in 2017, accounting for more than 30% market share. The USA was the largest country in the market in 2017, accounting for nearly 25% market share.
Companies in the advertising, public relations and related services market are using events and occasions to increase consumer reach and brand awareness. This includes events such as presidential elections, festivals, sports events such as Olympics and FIFA, or even releases of high budget movies.
The advertising, public relations and related services market is segmented into Advertising Agencies, Public Relations (PR) Agencies, Media Buying Agencies, Media Representatives, Outdoor Advertising, Direct Mail Advertising and Advertising Material Distribution Services.
Advertising Agencies are primarily engaged in planning, developing, creating and producing advertising campaigns in all media platforms including newspapers, radio, television, websites and social media sites.
Public Relations (PR) Agencies manage, design and implement communications between an organization and its customers. Activities of PR firms are aimed to promote the image of their clients and encourage favorable relations between the client and its stakeholders, such as consumers, government, general public, employees and investors.
Media Buying Agencies are engaged in procurement of advertising time or space from media owners or media representatives. The companies resell time or space to advertising agencies or directly to businesses.
Media Representatives represent establishments that are engaged in selling media time or space to media buying agencies.
Outdoor Advertising companies carry out out-of-home or outdoors advertising, using techniques such as billboards, public transportation, and wall art and flex banners.
Direct Mail Advertising establishments directly target prospective consumers of the product or service advertised. The content and mode of advertisement can be customized according to the target audience. Examples include emails, letters, and newsletters.
Advertising Material Distribution Services providers engage in distribution and delivery of advertisements, such as sample products, door-to-door promotion, placing brochures and flyers.