According to the report by Expert Market Research (EMR), the North America media planning and buying market size is projected to grow at a CAGR of 13.7% between 2023 and 2028. Aided by the rise of digital marketing platforms and a more connected consumer base, the market is expected to grow significantly by 2028.
Media planning and buying involve the process of strategising, negotiating, and purchasing ad placements, or “inventory”. It is an essential part of marketing strategies as it helps to target the right audience effectively, thereby optimising the advertising budget. It is also instrumental in various industries, including entertainment, retail, hospitality, and others, contributing significantly to business growth.
The North America media planning and buying market growth is primarily driven by the increasing integration of digital platforms in marketing strategies. With the rise in the use of social media, streaming services, and online platforms, companies are shifting their focus to digital channels, leading to a surge in demand for effective media planning and buying services.
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Additionally, advancements in data analytics and predictive modelling have further boosted the North America media planning and buying market development. These technologies allow businesses to glean meaningful insights from customer data, thereby facilitating precise targeting and improved ROI on marketing campaigns.
Moreover, the growing trend of personalised advertising also plays a significant role in driving the market. Personalisation helps improve customer engagement and response rates, and media planning and buying services are crucial in implementing effective personalised advertising strategies.
In the North American region, the rise in mobile advertising also significantly propels the North America media planning and buying market expansion. With the increasing penetration of smartphones and mobile internet, mobile advertising has emerged as a vital channel for reaching consumers, thereby driving the demand for media planning and buying services.
Furthermore, the rapid growth of programmatic advertising, which involves the automated buying and selling of online ad space, is expected to provide significant growth opportunities for the market. It enables marketers to purchase ad space in real-time, leading to increased efficiency and more accurate targeting.
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The North America media planning and buying market expansion is also influenced by the rising demand for multi-channel advertising. With consumers increasingly using multiple devices and platforms, marketers are focusing on integrated multi-channel advertising strategies, fuelling the need for expert media planning and buying services.
North America Media Planning and Buying Market Segmentation
The market can be divided based on type, enterprise size, application, and country.
Market Breakup by Type
- Traditional
- Digital
Market Breakup by Enterprise Size
- Small and Medium Enterprises
- Large Enterprises
Market Breakup by Application
- FMCG
- BFSI
- Automotive
- IT and Telecom
- Education
- Healthcare
- Food and Beverage
- Media and Entertainment
- Others
Market Breakup by Country
- United States of America
- Canada
Competitive Landscape
The EMR report looks into the market shares, plant turnarounds, capacities, investments, and acquisitions and mergers, among other major developments, of the North America media planning and buying companies. Some of the major key players explored in the report by Expert Market Research are as follows:
- Omnicom Group Inc.
- Horizon Media
- Media Matters SF
- EXL Media
- Wingman Media, Inc.
- Others
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