The advertising, public relations and related services market comprises of establishments offering services for planning, developing, creating and managing advertisement and promotional activities.
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The global advertising, public relations and related services market is valued at around $750 billion in 2017. Drivers of the market are increase in e-commerce businesses, emerging economies, digitalization and greater targeting of advertising.
In the report, the global advertising, public relations and related services market is divided into seven segments. Around two-fifth of the market is occupied by the advertising agencies, which is the largest segment. Promotional products occupies around one-fifth of the market share. The remaining share is occupied by the other segments namely, public relations, direct mail advertising, billboard and outdoor advertising, media buying agencies, media representative firms and print advertising distribution.
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The USA was the largest country in the advertising, public relations and related services market in 2017, accounting for one-fourth of the market share. This was mainly due to a rise in number of new businesses and increased demand for online advertising and billboard advertising from companies across all industries. China and Japan are the next largest countries in the market.
The advertising, public relations and related services market is fragmented, with a number of large, global players. The top five competitors in the market made up above 8% of the total market share in 2017. WPP PLC was the largest competitor with 2.6% of the market, followed by Omnicom Group with 2%, Publicis Groupe S.A. WPP PLC was founded in 1985 and is currently headquartered in London, United Kingdom.
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