Europe Media Planning and Buying Market Report and Forecast 2024-2032

Europe Media Planning and Buying Market Outlook

The Europe media planning and buying market size reached a value of USD 117.36 billion in 2023. The market is further expected to grow at a CAGR of 10.8% in the forecast period of 2024-2032, owing to the expanding advertising budgets.

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News and Developments in the Market

In April 2023, Havas Group announced the acquisition of Search Laboratory, an integrated digital agency with locations in New York, Leeds, London, and Austin. As a major component of its portfolio alongside Havas Media, Havas Market, and Havas Entertainment, Search Laboratory will be integrated into the Havas Media Group and report into the United Kingdom business. The acquisition will increase the media group's analytics and digital marketing capabilities both domestically and overseas and provide it access to a fresh talent pool outside of its current operations in Manchester and London.

In order to provide more data led media experiences for local and international clients, continuing to invest in HMG is a component of a worldwide transformation plan. The comprehensive data and analytics capabilities of Search Laboratory will combine to produce a better service that will assist brands in meaningfully activating their data. Such growing mergers and acquisitions are increasing the Europe media planning and buying market share.

In October 2021, Serviceplan Group and Stagwell teamed up to provide for international clientele. Stagwell and Mediaplus Group, Serviceplan's media division, are now collaborating closely. The two autonomous holdings will cover and extend the market in North America, Europe, and the Asia Pacific region using their individual regional strengths and roots while providing their complementary services to a wider range of customers.

The emphasis is on working together to develop, plan, and implement media campaigns for clients around the world. In Europe and Asia Pacific, the alliance will improve the ability to create integrated consumer experiences and targeted media strategies that are adapted to local markets.

Shift to Digital Channels, Demand for Cloud-based Planning Software and Investment in Media and Advertising to Aid the Growth of the Market

The act of discovering, evaluating, and choosing media channels and platforms to reach a certain target audience is referred to as media planning. For the purpose of increasing visibility, reach, engagement, and driving ROI through paid advertising, media planners decide how, where, when, and why a company will publish media material.

The practise of purchasing advertising from media companies, such as a newspaper, television station, magazine, website, and blog, is known as media buying. Additionally, it entails determining the cost and location of adverts and discovering the best new places to post them.

• One of the key market trends is that advertisers are now migrating their budgets from traditional to digital platforms, which improves their entire brand and target reach.

• Demand for cloud-based media planning software, and penetration of internet and digital devices like smartphones, desktops, and tablets are among the major drivers of the market growth.

• Strong economic growth, wide presence of small and medium enterprises, and growing investment in media and advertisement in developing countries is further driving the Europe media planning and buying market growth.

Implementation of Cloud-Based and SaaS Solutions, Higher Concentration of Network Agencies, and Surge in E-Commerce to Provide Lucrative Growth Opportunities to the Market

Implementation of Cloud-Based and SaaS Solutions

Implementation of cloud-based and SaaS solutions by organizations are attributed to creating major opportunities for the Europe media planning software market.

High Concentration of Network Agencies

Since there are more network agencies in Europe, buyers can have one or more central contracts covering multiple geographies, which encourages the market's expansion.

Surge in E-Commerce Channels

A surge in e-commerce and a high level of client interest in integrated marketing campaigns will open up new prospects for the growth of the market.

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Heavy Budget Focus, Time and Money, and Changing Tools and Methods to Pose as Challenges for the Media Planning and Buying Market

Heavy Budget Focus

Instead of focusing on customer involvement, media planning continues to be budget driven. A budget and plan have little room for manoeuvring to let marketers conduct campaigns and find fresh insights. This can obstruct the growth of the market.

Huge Amount of Time and Money

Media planning requires a great level of in-depth analysis that is needed for the business to achieve its intended goals. The market growth may be hampered since it takes a lot of time and money to gather and study this information, and its accuracy cannot be assured.

Constantly Changing Tools and Methods

Businesses are continually discovering new tools and techniques that are intended to enhance how marketers and companies interact with their potential customers. Missing some crucial news or updates in this fast-paced media climate could have a big impact on your marketing. This could prevent the market from expanding.

Europe Media Planning and Buying Market Analysis

The various types of media planning and buying in the market are traditional and digital. Based on size of organisation, the market is segmented into small and medium enterprises, and large enterprises. The significant applications in the market are FMCG, BFSI, automotive, IT and telecom, education, healthcare, food and beverage, media and entertainment, among others.

The major regional markets in Europe can be divided into the United Kingdom, France, Germany, and Italy, among others.

The comprehensive EMR report provides an in-depth assessment of the market based on the Porter's five forces model and giving a SWOT analysis. The report gives a detailed analysis of the following leading companies in the Europe media planning and buying market, covering their competitive landscape and latest developments like mergers, acquisitions, investments and expansion plans.

• Havas Media Group

• Starcom Worldwide, Inc.

• Wavemaker Global Limited

• Mediabrands Worldwide, Inc.

• Mediaplus Group

• Others

Traditional and Digital to be the Major Types of Media Planning and Buying

The process of choosing the mass media to incorporate the advertising message is known as traditional media planning. The main objective of media planning is to choose the most effective method for reaching your audience with an advertisement for your products and services. Traditional media includes all platforms that were available before the internet, such as newspapers, periodicals, television, and radio, among others.

A process known as "digital media planning and buying" helps companies and brands communicate with customers and prospects as they progress through the many stages of the buyer journey. Digital media buying comprises of social advertising, mobile and video advertising, display network, search engine marketing, and many more.

According to Europe media planning and buying market report, the industry's advertising budgets are being helped by the rising transition from traditional to non-traditional or digital media channels, as well as an increased focus on cross-screen planning and new markets, according to the Europe media planning and buying market estimate. To develop their brands and reach their target audiences, advertisers are transferring their investments from traditional to digital media.

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Small, Medium, and Large Enterprises are the Several Organisation Sizes in the Market

Small, medium-sized, and large enterprises utilise media planning as a strategy to increase market share, boost brand recognition, and build a strong reputation through advertising. Planning makes it simple and affordable to fulfil the brand's goals by identifying all key locations for promotional activity.

Media planning usually uses a wide range of techniques to increase brand awareness, create leads, or encourage conversions in order to aid their organisations in achieving these goals. As a result, one of the key factors driving the Europe media planning and buying market is the increasing adoption of media planning and buying strategies.

Larger companies frequently utilise media planning software for their clients' media planning processes. The programme may design a variety of layouts and business templates, making it easier for companies to monitor their media spending, where their messages have been distributed, and the amount of money that can be directly attributed to each source.

Media Planning and Buying Finds its Applications in FMCG, BFSI, Automotive, IT and Telecom, Education, Healthcare, Food and Beverage, Media and Entertainment

Healthcare organisations are being forced to change their long-term success plans due to the quickly changing digital advertising landscape. The healthcare media buying agency can advance brand development and raise brand recognition through targeted place-based media advertising. One of its offerings is buying and planning customised media. The increasing use of media planning and buying in healthcare applications is one of the major trends in the Europe media buying and planning market.

The food and beverage industry uses media planning and buying as a strategy to connect with both current and new customers online. On digital platforms, it is feasible to target very certain groups that are likely to be interested in the products or services. It is essential to be able to follow digital marketing strategies for food and beverage due to the rapidly changing digital world.

A significant portion of the promotion and advertising industry involves marketing for schools, colleges, and institutions. The major goals of educational institutions are to draw in new students or enhance their standing in the eyes of the public. To get the attention of prospective students and their parents, they frequently seek to do marketing across a variety of media platforms.

Now, since there is no "one-size-fits-all" approach to marketing in the educational sector, media planning companies must approach each client individually, taking into account the client's learning objectives, the organisation's history and aspirations, the target demographic, and the locations in order to maximise returns. This is accelerating the Europe media planning and buying market value.

Growing Advertising Market to Drive the Regional Market Growth

The advertising sector, which is supported by the digital channel and fuelled by the rising popularity of online videos and social media, is the market driver for media planning and buying in Europe. The surge in total spending on digital advertisements is being driven by the increasing use of mobile phones. Due to its growing popularity among the populace, particularly the younger generation, major players are anticipated to invest increasing proportions of their advertising media budgets on mobile, thereby increasing the Europe media planning and buying market growth.

The formation of new brands as a result of the market's intensifying rivalry is driving up overall advertising spending across industries. Additionally, the market is growing as the customers are turning toward online videos. Other factors driving the market growth include artificial intelligence (AI), the expansion of location-based and technology-based media planning and buying, among others. The rising penetration of internet and lower data rates in the emerging economies of the region will also aid the growth of the Europe media planning and buying market.

Competitive Landscape

Havas Media Group works with a portfolio of specialised teams covering media, social media, strategy, digital, programmatic buying, data consultancy, performance marketing, mobile, out-of-home and geolocal, experiential, entertainment, and sport.

Starcom Worldwide Inc. is a prominent media company that uses human understanding as a starting point to create memorable brand experiences. Starcom achieves this by utilising a distinct strategy that gives the company an unrivalled edge to create the Space for Ideas in people's thoughts and throughout the world. The top marketers and emerging brands in the world, including Bank of America, Novartis, Best Buy, Kellogg Company, Coca-Cola, KraftHeinz, P&G, and Samsung, among others are partners with Starcom.

Wavemaker Global Limited is a media agency network that specialises in using media, content, and technology to influence consumers' brand decisions and experiences. In order to redefine the media agency, it offers next-generation media, content, technology, and advertising services.

Mediabrands Worldwide, Inc. is a community-driven, client-first organisation with 13,000 media and marketing specialists operating in more than 130 countries. The business provides the media and marketing capabilities necessary to make more informed investments and expand its clients' businesses both now and in the future.

Mediaplus Group is one of the top independent media firms in the globe with 44 offices and partnerships, 1,000 total personnel, and solid ties to North and South America and Asia. Mediaplus maximises the success of its campaigns by utilising an integrated working style that takes into account cutting-edge data-driven technologies, increased automation, and the globalisation of all talents, tools, and technology.

Key Highlights of the Report