Research and Markets: UK Advertising Agencies Market Assessment 2014

Research and Markets has announced the addition of the "Advertising Agencies Market Assessment 2014" report to their offering.

The past 5 years have represented a period of ongoing change for the advertising industry, with digital channels continuing to achieve double-digit growth and overtaking television to become the most popular form of advertising in the UK.

Domestic advertising expenditure across all channels increased by an estimated 25.1% between 2009 and 2013, with digital and, in particular, mobile adspend fuelling much of this growth.

The proliferation of connected' mobile devices has underpinned the migration of advertisers onto digital channels, with an estimated 51% of UK adults now thought to own a smartphone, along with 24% who own a tablet computer. Several other advertising channels, including television, direct mail, outdoor and cinema, and radio, have also reported growth in advertising expenditure over the past 5 years, albeit on a much smaller scale than online channels. Indeed, the only declines were observed in print media, with both newspapers and magazines reporting decreases in adspend over the past 5 years, in line with the long-term decline in print circulations and increased competition from online channels.

Despite this, advertising is still seen as a crucial cornerstone in wider brand strategies, and, if successful, promotional campaigns have the potential to reward brands with significant return on investment (ROI). Indeed, according to an exclusive consumer survey commissioned for this Market Assessment, around a third (32.7%) of respondents agreed that they were more likely to purchase a product if they had seen an advertisement for it. As such, spending on advertising is expected to continue to remain high over the next 5 years, with marketing budgets likely to increase as a result of economic stabilisation and renewed business confidence.

While much of this growth is once again likely to be driven by online channels, with mobile and video representing key drivers in this sector, other formats, such as television, direct mail, outdoor and cinema, and radio, are also expected to benefit from increased optimism within the industry. In accordance with this positive outlook, the authors estimate total UK advertising expenditure to increase by 24.6% over the next 5 years.

Key Topics Covered:

1 Introduction

2 Strategic Overview

3 Broadcast Media

4 Print Media

5 The Internet

6 Other Media

7 An International Perspective

8 PEST Analysis

9 Consumer Dynamics

10 Competitor Analysis

11 The Future