Exclusive extracts from this 79-page-long report:
- Who are the key players?
The industry is characterised by a great number of players that vary in terms of diversification, degree of vertical integration and geographical reach. Mergers and acquisitions are commonplace, but the industry remains fragmented, with a great number of small, specialised niche agencies or ad technology providers. Most of the companies analysed in this report are fully integrated and diversified. These traditional advertising agencies continue to face strong rivalry from digital pure players such as Internet companies and advertising technology firms such as Google and Facebook, which are set to keep the lion's share in online advertising revenues and reduce traditional agencies' opportunities in this growing segment. [...]
Groups analysed in this report include: Google, WPP, Facebook, Omnicom, Publicis, Interpublic, Alliance Data Systems, Dentsu, JCDecaux and Havas.
- What are the players' strategies?
- What are the players' key growth and profitability drivers?
Publicis has continued to outshine its main peers, Omnicom and WPP, both in terms of profitability and revenue growth. Digital revenue, which encapsulated 52% of total net sales in 2015, has risen at a staggering pace. The agency recorded robust annual revenue expansion across all regions since 2011, with the exception of Latin America. [...]