Creative Advertising - Procurement Best Practices & Sourcing Strategies

Procurement Market Intelligence Report

Creative Advertising – Procurement Best Practices & Sourcing Strategies

Creative Advertising Market – Executive Summary, Market Analysis, Market Monitoring Insights, Procurement Best Practices, Supplier Analysis, Supplier Performance Incentives

1. Executive Summary
1.1. Global Industry Snapshot
1.2. Supply Market Outlook
1.3. Demand Market Outlook
1.4. Beroe’s Recommendations for an Ideal Category Strategy
1.5. Category Opportunities & Risks
1.6. Negotiation Leverage
1.7. Talking Points to Business
1.8. COVID-19 Impact
2. Market Analysis
2.1. Global Industry Trends
2.2. Global Drivers and Constraints
2.3. Regional Market Outlook
2.4. Industry Outlook
2.5. Supply Market Outlook
3. Market Monitoring Insights
3.1. Cost Structure of Creative Advertising
3.2. Cost Analysis and Expected Savings
3.3. Billing Rate Benchmarking
4. Procurement Best Practices
4.1. Sourcing Models
4.2. Sourcing Models Comparative Analysis
4.3. Sourcing Models Pros & Cons
4.4. Pricing Models: Comparative Analysis
4.5. Contract Payment Insights
4.6. KPI and SLA Components
4.7. RFI Builder
4.8. Sustainability Initiatives
4.9. Porter’s Five Forces Analysis
5. Supplier Analysis
5.1. Key Global/Regional Service Providers
Key Global Service Providers: Profile & SWOT Analysis
6. Supplier Performance Incentives
6.1. Supplier Performance Incentives
6.2. Non-Financial Incentives/Disincentives
6.3. Incentives/Disincentives

  1. What are the primary ways that advertising agencies use to promote products and services in the international market?

Global advertising agencies use a variety of effective techniques to sell goods and services, including print, radio stations, internet commercials on smartphones & desktops, TV and movie commercials, etc.


  1. What are the significant regions in the global advertising industry?

The creative advertising market has been divided into many noteworthy countries such as North America, Europe, Latin America, Asia Pacific, the Middle East, and Africa. However, at present, North America holds a dominant position in the worldwide market.


  1. What is the projected growth rate for the creative advertising global market by 2032?

ELINT Market Research projected that the worldwide advertising market will expand at a CAGR of 4.6% by the year 2032.


Creative Advertising Market Global Size:

According to ELINT Market Research’s latest creative advertising procurement market research report, the global demand is expected to reach $222–250 billion in the year 2023. Also, this industry is growing rapidly at a 3-5% YoY (year-over-year) rate.

Market Definition:

As visually compelling content is advancing, the creative advertising market is also growing. This industry comprises advertising firms that comprise ad campaigns, innovative experts like graphic designers, content writers, copywriters, managers, and consumers who receive ads for their requirements. Further, this industry is constantly transitioning from traditional advertisement methods to digital marketing, which greatly assists in driving consumer attention.

Major Creative Advertising Market Drivers:

  1. Expansion of Digital Platforms –

Today’s mobile-dependent generation is shifting their interests from traditional news sources to digital and social media platforms, which is a major driver for growth in the advertising market. The reason behind this is that businesses are hiring advertisers to promote their products and services via visual content like Instagram and YouTube videos. Moreover, social media platforms like Facebook, Twitter, and LinkedIn, also expanding the requirements for skilled advertising firms.


  1. Development of E-Commerce Sector –

Multiple e-commerce market players are making alliances with advertising firms to promote their products innovatively and attractively. This approach can help them gain high conversions, since, at present, all age groups are ordering personal or home care products from e-commerce sites.


  1. Technological Expansion –

Two prominent technological innovations are leading the creative advertisement market, which includes augmented reality (AR) and virtual reality (VR). These methods help advertisers make their ad campaigns and digital reports more eye-catching.

Creative Advertising Market Challenges:

  1. Talent Crunch –

Talent crunch means the scarcity of skilled employees, which is a prominent challenge in the creative advertising market. Agencies struggle to find qualified and experienced graphic designers, content and copywriters, marketing managers, etc.,


  1. Economic Instability –

Fluctuations in the worldwide economy can affect advertising firms because, during such a crisis, businesses stop employing advertising services. Thus, advertising companies face less revenue and growth.


  1. High Technology Integration Costs –

Undoubtedly, cutting-edge technologies like automation, AI, and machine learning help greatly in streamlining advertising practices, but somewhere they cause challenges among advertisers because of higher costs. In this context, newly launched and small-size businesses experience trouble keeping pace with expensive technologies.

Creative Advertising Market Opportunities:

  1. Transition Toward Digital Modes –

Due to the emergence of multiple digital platforms, ad firms operating in the creative advertising market employ online marketing practices like uploading content on social media and digital announcements. Thus, this is a great opportunity to shift towards digitalization and provide news to the audience.


  1. Personalized Advertising –

Nowaday’s businesses are asking advertisers to create personalized advertising campaigns for their products and services. This way, they can connect with the audience and give them transparency about their brand.


  1. Inventive Story Based Advertising –

Presently, multiple advertisement agencies are using inventive storytelling methods for advertising instead of conventional methods. This narrative-based approach helps to gain people’s trust and engagement since they can connect with the story.

Creative Advertising Market Segmentation:

  1. Type of Campaign –

The key factor in segmenting the creative advertising market is the type of advertising campaign that companies demand from advertisers, which can include customer acquisition, brand marketing, new product introductions, public events, and more.


  1. Size of a Company –

Advertising firms can segment their consumer companies depending on their size, including small, medium, and big size enterprises. This factor helps ad agencies understand their clients’ particular needs, and goals.


  1. Type of Media Channel –

One of the primary factors in segmenting the advertising market is the type of mediums, that advertisers are employing. They can use either traditional methods like TV, radio, brochures, newspapers, or digital channels like social media, apps, online forums, etc.

Impactful Cost Components in the Creative Advertising Market:

One of the most important cost components of the global creative advertising market is labor expenses, which hold a 55-60% share of the overall pricing structure. This figure shows how time-consuming innovative advertising is, and it requires skilled human workers. Also, any kind of shift in labor costs could affect the whole payment layout.

Price Outlook in the Creative Advertising Market:

The price outlook for 2023 for the global creative advertising market exhibits cost transitions in different territories. In this list, North America comes in first place, which possesses 1-2% growth in the creative advertising market in this forecasted period. Likewise, the European Union (EU) and Asia experienced 1% and 1-2% increases, respectively, in their advertising expenditures.

Engagement Strategies in the Creative Advertising Market:

Some of the noteworthy engagement strategies occurred in the creative advertising market. The first one is embracing the hybrid model by advertising agencies and their consumer firms. This model comprises both in-house and partial outsourcing staff, which might include designers, developers, art managers, and more. Further, onshore teams can assist in handling rapid reactions to real-time market shifts, and outsourcing teams can work on short or long-term projects as per the agency’s necessities.

Major Supply Markets in the Creative Advertising Market:

North American nations encountered a year-over-year (YoY) growth rate of 3–4% in the creative advertising market, which can be considered a slow but constant development. Besides, the European Union’s YoY is  4–5% and Asia-Pacific’s YoY is  4–6%, which are higher growth figures in comparison to North America.

Pricing Models in the Creative Advertising Market:

Advertising agencies working in the creative advertising market employ two major pricing models to make fair financial agreements with their customers. The foremost model is a retainer, in which advertising companies ask for fixed and continuous payment from clients for a specified duration, mostly monthly. Conversely,  the project-based cost model allows advertising firms to charge consumers depending on particular projects and campaigns. In this accord, they can specify the delivery timeframe, customized expenditure, goals, and more. Also, this strategy provides authority to clients to stop receiving advertising services anytime they want.

Supplier Power and Buyer Power in the Creative Advertising Market:

North American, EU, and Asian regions have high buyer power in the creative advertising services market, which implies that these nations are dominating others worldwide, and massively conducting advertising practices. On the other hand, when it comes to supplying capacity, North America and the EU have medium supplier power, and Asia has low power. It indicates that these countries are slowly developing in the distribution part.

Contract Structure in the Creative Advertising Market:

Advertisers and consumers operating in the creative advertising market can employ medium and long-term contracts to execute their advertising operations. This contract can last from 6 months to 2 years. In this agreement, both participants mutually decide major factors like ad delivery timeframe, prompt assistance from the agency, objectives, steady bills, and payments, strategies relying on market instabilities, and more.

Leading Suppliers in the Creative Advertising Market:

Important industry players in the creative advertising market include McCann Worldgroup​, Droga5​, Wieden+Kennedy​, BBDO​, Wunderman Thompson​, BBDO Worldwide​, DDB Worldwide​, Publicis Worldwide​, McCann Worldgroup​, TBWA Worldwide​, DDB Worldwide​, MullenLowe Group​, Ogilvy​, Dentsu​, Wunderman Thompson​, Ogilvy & Mather​, Hakuhodo​, AJF Partnership​, BMF​, BWM Dentsu​, Clemenger BBDO​, DDB Worldwide​, Omnicom Group​, Interpublic Group​, WPP​, Publicis Groupe​, Accenture​, Dentsu​, McCann​, Droga5​, Wieden+Kennedy​, FCB​, TBWA​, BBDO​, VMLY&R​, DDB​, Ogilvy​, Leo Burnett​, Adam & Eve DDB​, AMVBBDO​, VCCP​, McCann​, Ogilvy​.

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