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Global Media Planning and Buying Industry Report: Country Overview; Recent Events; Value Chain Analysis; Production Process; Cost Structure; Market Dynamics: Drivers & Constraints, Innovations & Trends, SWOT Analysis, Porter’s Five Forces; Industry Best Practices: Sourcing Strategy, Procurement Model, Contract Structure, Key Factors Influencing the Quotation; Key Supplier Analysis, 2022-2027

Media Planning and Buying Industry Report by Regional Category Spend, Price Analysis, Key Demand and Price Indicators, and Best Buying Practices


The global Media Planning and Buying market reached a value of about USD 402 billion in 2021. The industry is projected to grow at a CAGR of around 13% in the forecast period of 2022-2027 to reach a value of about USD 836.94 billion by 2027.

The global Media Planning and Buying industry report gives a comprehensive analysis of the industry, including key segments, trends, drivers, restraints, the competitive landscape, and other essential market aspects. The industry is primarily being driven by the increasing internet penetration. North America is the highest category spender by region, driving the Media Planning and Buying industry demand.

Industry Definition and Segmentation

The practice of connecting with prospects and consumers as they travel through the buyer journey stages is called digital media planning and buying. Media purchasing is primarily concerned with obtaining advertising space and time. The Media Planning and Buying industry report comprises segments by region (North America, Europe, Asia Pacific, the Middle East, and Africa, and Latin America).

The North American Region is Driving the Growth of the Industry

North America holds the largest share in the industry as consumers are driving the cross-screen watching revolution. In the United States, customers adopt additional displays and applications to complement television, boosting the industry's growth by increasing the demand for televisions each year. Because network agencies are most prevalent in North America, buyers in these countries can have many centralised contracts covering multiple continents leading to the market's development.

The market is being driven by the increasing internet penetration, which has benefited the advertising sector by attracting most of the worldwide advertising spend. Many mobile users and second and third-screen activities present several potentials for important businesses at the cutting edge of advertising technology looking for innovative ways to expand their demand in the region. The growing shift towards internet videos instead of television has created new opportunities in the sector. Furthermore, clients have a realistic alternative to dominating network agencies in the media planning and purchasing arena, thanks to the emergence of independent agencies and the establishment of separate agency groupings that can cater to multi-market requirements. As a result, the advent of start-ups, notably in the e-commerce industry, is also likely to fuel category expenditure growth.

Best Procurement Practices

The global Media Planning and Buying industry report by Procurement Resource gives an in-depth analysis of the best buying practices followed by significant international Media Planning and Buying regions across the globe, such as engagement models, contract terms, and buyer and supplier negotiation levers, among others.

Category Management Studies

A lot of the theoretical thinking towards creating an ad campaign take place at the media planning stage instead of the media buying stage. When media buyers have a game plan to work with, they can start implementing it. The first stage is to determine which media outlets they want to use for advertising. This might cover both conventional and digital media, such as print, radio, and television, or it could be primarily focused on digital platforms. Each media source with whom the media buyer wishes to collaborate will get a request for a proposal from the media buyer. Before formally acquiring ad space, media buyers haggle with media outlets to establish the best price. The campaign launch follows, with your advertising appearing in various locations based on the media buyer's preferences. Media buyers should continue to track results as the campaign progresses so that they can improve it. The buying process depends on detecting difficulties early and developing better ways to get your message heard.

Developments in the Sector, Further Driving the Media Planning and Buying Market

The shift is aiding the industry in advertising budgets from traditional to non-traditional media channels, an increasing emphasis on developing markets, and cross-screen planning. To improve their brand and reach their target consumers, advertisers move their budgets from conventional to digital platforms. Artificial Intelligence (AI) for media planning and purchasing and the expanding location-based and technology-based media planning and buying are some of the main driving factors.

The regional markets for the industry can be divided into North America, South America, Europe, the Middle East and Africa, and the Asia Pacific.

Key Industry Players Mentioned in the Media Planning and Buying Industry Report

  • Omnicom Media Group
  • Mindshare Media Ltd.
  • Carat
  • Mediacom Worldwide
  • Wavemaker

Market Landscape

There is fierce rivalry among global media agencies in the business, allowing marketers to choose providers depending on performance. Supplier power will be limited since suppliers have less weight on marketers.

Key Initiatives by Companies

  • British Airways has chosen Omnicom Media Group as its new media and SEO partner following a complete marketing services assessment. Omnicom will begin operations in March 2022.
  • Wavemaker selected MediaPost's 2021 Media Agency of the Year and Adweek's 2020 U.S Media Agency of the Year and designated SeatGeek's Media Agency of Record (AOR), effective immediately.

1.    Executive Summary
2.    Media Planning and Buying Market Snapshot

    2.1.    Media Planning and Buying Market Outlook
    2.2.    Regional Overview
        2.2.1.    North America
        2.2.2.    Europe
        2.2.3.    Asia Pacific 
        2.2.4.    Latin America
        2.2.5.    Middle East & Africa
3.    Impact of Recent Events 
4.    Media Planning and Buying Value Chain Analysis 
5.    Media Planning and Buying Production Process
6.    Trade Analysis 
7.    Major Risk Factors in Sourcing
8.    Media Planning and Buying Cost Structure
9.    Media Planning and Buying Price Analysis 
10.    Key Demand Indicator Analysis
11.    Key Price Indicator Analysis
12.    Media Planning and Buying Market Dynamics

    12.1.    Drivers & Constraints
    12.2.    Industry Events 
    12.3.    Innovations & Trends
    12.4.    Swot Analysis
    12.5.    Porter’s Five Forces
        12.5.1.    Buyer Power
        12.5.2.    Supplier Power
        12.5.3.    Threat of New Entrants
        12.5.4.    Threat of Substitutes
        12.5.5.    Industry Rivalry
13.    Industry Best Practices
    13.1.    Sourcing Strategy
    13.2.    Procurement Model
    13.3.    Contract Structure
    13.4.    Negotiation Levers
    13.5.    Pricing Model
    13.6.    Key Factors Influencing the Quotation 
14.    Key Supplier Analysis
    14.1.    Omnicom Media Group
    14.2.    Mindshare Media Ltd.
    14.3.    Carat 
    14.4.    MediaCom Worldwide
    14.5.    Wavemaker

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Key Questions Answered in the Report

The global Media Planning and Buying market size was valued at USD 836.94 billion in 2021.

In the forecast period of 2022-2027, the market is projected to grow at a CAGR of 13%.

The increase in expenditure for advertising is one of the essential drivers of the Media Planning and Buying market growth.

Omnicom Media Group, Mindshare Media Ltd., Carat, Mediacom Worldwide, and Wavemaker are some of the key companies in the market.

The North American region of the Media Planning and Buying industry holds a significant share in the market.

Analyst Review

The global Media Planning and Buying market attained a value of USD 836.94 billion in 2021. The increasing internet penetration has benefited the advertising sector by attracting the most worldwide advertising spending. Aided by the growing shift in advertising budgets from traditional to non-traditional media channels, an increasing emphasis on developing markets, and cross-screen planning, the introduction of Artificial Intelligence (AI) for media planning and purchasing, and the expanding location-based and technology-based media planning and buying the market is expected to witness a further growth in the forecast period of 2022-2027, growing at a CAGR of 13%. The market is projected to reach USD 836.94 billion by 2027. Some of the leading players in the industry are Omnicom Media Group, Mindshare Media Ltd., Carat, Mediacom Worldwide, and Wavemaker.

Procurement Resources' detailed research approach explores deep into the industry, encompassing the macro and micro aspects of the industry. Its team of experts uses cutting-edge analytical tools and their expertise, thus, delivering its customers with market insights that are accurate and actionable and help them remain ahead of their competition.

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