North America Media Planning and Buying Market Report and Forecast 2024-2032

North America Media Planning and Buying Market Outlook

The North America media planning and buying market size reached a value of USD 202.24 billion in 2023. The market is further expected to grow at a CAGR of 13.7% in the forecast period of 2024-2032 owing to the expanding advertising budgets.

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News and Developments in the North America Media Planning and Buying Market

In June 2023, the healthcare technology business Cue Health ("Cue") selected Camelot Strategic Marketing and Media as its media buying and planning partner  as a part of its mission to lead the digital transformation of healthcare, starting with diagnostics. The scope of Camelot's work for Cue includes integrated media planning and buying throughout Cue's expanding diagnostic platform. By fulfilling the promise of fast, informed, and connected healthcare, better patient outcomes are intended to be achieved.

In November 2021, following a thorough evaluation of its marketing services, British Airways declared that it has selected Omnicom Media Group as its new media and SEO partner . Operations for Omnicom started in March 2023. WPP, which has been in charge of managing the airlines' media, social, creative, and paid-search account since 2017, handed over the account to Omnicom Media Group.

Additionally, Omnicom Media Group will manage affiliate marketing and meta-search relationships, in addition to organic and paid search, and other performance marketing channels. Such mergers, and partnerships are driving the North America media planning and buying market growth.

In order to meet British Airways' shifting demands and maximise its growth strategy, British Airways will collaborate with a specialised Omnicom Media Business team that will give it access to people, capabilities, and tools from throughout the group.

The airline stated that by utilising a digital-first strategy, the global network of Omnicom, and its effectiveness planning methodology, the new structure will allow British Airways to maximise its growth strategy. Omnicom will work on the reward programme of its parent firm IAG in addition to British Airways.

Additional Advertising Expenditure, Expanding Advertising Budgets, and Rising Demand for Televisions to Aid the Market Growth

To maximise engagements and returns on investments, advertisers use media planning to determine where, when, and how frequently an advertising is screened (ROI). The media strategy may distribute marketing funds and assets among many online and offline platforms, including broadcast, print, paid advertisements, video advertisements, and native content.

The practise of purchasing advertising from media companies, such as a newspaper, television station, magazine, website, or 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. The key drivers propelling the growth of the North America media planning and buying market include the following:

• The United States is the country that contributes the majority of the new advertising spending- roughly 30%- followed by other nations , which is fuelling the North American media planning and buying market expansion.

• The demand for media planning and buying in the area is projected to be stimulated by the growing advertising budgets and a strong economy.

• American customers are incorporating new screens and applications that enhance television. This propels the market expansion in North America further by increasing the demand for televisions each year.

E-Commerce Channels, Online Marketing Funds, and Centralised Contracts to Provide Lucrative Growth Opportunities to the Market

Increasing Penetration of 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 North American media planning and buying market.

Increasing Proportion of Online Marketing Funds

It is anticipated that online media will continue to be a source of growth, along with an increase in the amount of online marketing funds coming from social media and user-generated content.

Growing Number of Centralised Contracts

Since network agencies are most common in North America, buyers in these nations can have numerous centralised contracts covering several continents, which promotes the growth of the market.

Heavy Budget Focus and Integrating Measurements to Pose as Major 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 restrict the opportunities for North America media planning and buying market.

Integrating Measurements

Due to the presence of numerous online and offline channels, it is more challenging for marketers to compare the effectiveness of various campaigns side by side to identify which are most successful and which need to be updated, creating a barrier for market's growth.

North America Media Planning and Buying Market Analysis

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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 countries for media planning and buying in North America can be divided into the United States of America and Canada.

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 North America media planning and buying market, covering their competitive landscape and latest developments like mergers, acquisitions, investments and expansion plans.

• Omnicom Group Inc.

• Horizon Media

• Media Matters SF

• EXL Media

• Wingman Media, Inc.

• Others

Traditional and Digital to be the Major Types in the North America Media Planning and Buying Market

The process of choosing the mass media to incorporate the advertising message is known as traditional media planning. All media outlets that were accessible before to the internet are considered traditional media, including newspapers, magazines, television, radio, and billboards.

The process of planning and purchasing digital media entails creating a digital marketing strategy to support online media campaigns. Its goal is to effectively communicate a company's message through a variety of platforms, including social media, search, display, and mobile.

According to the North America media planning and buying market forecast, the growing shift from traditional to non-traditional or digital media channels is likely to aid the growth of the industry in advertising budgets, along with an increasing emphasis on developing markets, and cross-screen planning. Advertisers are shifting their budgets from traditional to digital media in order to strengthen their brands and reach their target audiences.

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

Media planning is a tool used by small and medium, and large companies to grow their market share, improve brand recognition, and cultivate a strong reputation through advertising. Planning enables easy and cost-effective achievement of the brand's objectives by identifying all crucial spots for promotional activities. To help their organisations achieve these objectives, media planning frequently employs a wide variety of strategies to raise brand awareness, generate leads, or encourage conversions. Thus, the growing uses of media planning and buying strategies is one of the major North America media planning and buying market drivers.

Media agencies frequently put in years building trusting connections with various media vendors. In both traditional and digital advertising media, a media buying firm may successfully obtain inventory from the appropriate media outlets and bargain for the greatest prices on behalf of their clients.

Application Sectors for North America Media Planning and Buying Market

Media planning and buying finds extensive applications in FMCG, BFSI, automotive, IT and telecom, education, healthcare, food and beverage, media and entertainment, among others.

Healthcare firms are being persuaded to change their long-term success strategies due to the fast-changing digital advertising landscape. Through targeted place-based media advertising, the healthcare media buying agency can increase brand awareness and aid in brand development. Its services include customised media planning buying. Therefore, the increasing use of media planning and buying in healthcare applications are acting as major North America media planning and buying market trends.

Media planning and buying is a technique for the food and beverage industry to reach out to both present and potential customers online. Businesses that adopt digital technology are more likely to be successful, particularly when it comes to marketing of food and beverages. Digital marketing methods for companies can make it easier to connect with customers of all ages. Targeting particularly specific populations that are likely to be interested in the goods or services is possible on digital platforms. It is essential to be able to follow digital marketing strategies for food and beverage due to the rapidly changing digital world.

Increasing Internet Penetration to Drive the Regional Market Growth

The North America media planning and buying market is expected to grow due to the rising internet penetration, which is helping the advertising industry by luring the majority of global advertising expenditures. The surge in total spending on digital advertisements is also being driven by the proliferation of mobile phones.

Due to the growing use of mobile phones among the population, particularly the younger generation, more players are anticipated to invest increasing proportions of their advertising media budgets on mobile. Further, there are now more prospects in the industry owing to the growing trend of watching online videos instead of television.

Due to the growth of independent agencies and the creation of distinct agency groupings that can serve the needs of several markets, clients now have a viable alternative to the hegemonic network agencies that dominate the media planning and purchasing space.

As a result, the emergence of start-ups, particularly in the e-commerce sector, is likely to contribute to the development of advertising expenditures. Other factors driving the North America media planning and buying market include artificial intelligence (AI), the expansion of location-based and technology-based media planning and buying, and others.

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Competitive Landscape

Omnicom Group Inc. is a top international marketing and corporate communications organisation. The business offers public relations, advertising, digital and interactive marketing, retail and promotional marketing, strategic media planning and procurement, public relations, and other specialised communications services.

Horizon Media, Inc. is one of the biggest media companies in the United States that provides data-driven business outcomes for some of the most forward-thinking and ambitious brands. With the core conviction that "business is personal," Horizon Media approaches connecting brands with consumers and involving its own workforce to produce workplace satisfaction rates that are among the highest in the industry.

Media Matters Worldwide is independent analytics, media planning, buying business focusing on the audience, data, clients, and people. The business is creating a cutting-edge agency model that combines client-focused culture, cutting-edge media and analytics, and a supportive, cooperative staff dedicated to building brands and, ultimately, boosting revenues.

EXL Media is a leading provider of data analytics, digital operations, and solutions, works with clients to improve business outcomes and promote expansion. EXL delivers complex operations by integrating deep domain expertise with reliable data, powerful analytics, cloud, artificial intelligence (AI), and machine learning (ML) to a variety of industries, including insurance, healthcare, banking and financial services, media, and retail.

Wingman Media is located in California, United States of America. Their omni-channel campaigns use proprietary media planning and buying tools that use actual, non-statistical consumer data to target groups that are most likely to become customers across television, radio, and digital channels.

Key Highlights of the Report