THE GLOBAL ADVERTISING INDUSTRY

IN THIS XERFI GLOBAL REPORT :

MARKET ANALYSIS IN THE LIGHT OF THE COVID-19 CRISIS

In addition to a comprehensive view of the sector's environment and demand (macroeconomic factors, changes brought about by digital transformation and ecological transition, etc.), the study provides our exclusive analysis of the past evolution of the global advertising industry and its prospects. In particular, it outlines the impact of the health crisis and the lessons to be learned from the current situation.

COMPANIES' BUSINESS STRATEGIES

Strengthening of the data offer, international development, positioning on new media, etc. : the report details the growth levers prioritised by the world leaders in the advertising industry, after analysing their main strengths and weaknesses.

EXPLANATION OF THE CHANGES IN THE COMPETITIVE LANDSCAPE

This report also provides an individualised and aggregated financial analysis of the operators' financial performance. In particular, it deciphers the evolution of sales and operating profit rate for the analysed companies.

1. EXECUTIVE SUMMARY

SUMMARY AND KEY PAGES OF THE REPORT

The summary provides all the elements needed to understand the major trends in the sector and foreseeable developments, drawing on analyses of the market outlook and the strategies of the companies.

2. MARKET FUNDAMENTALS

SCOPE OF THE REPORT

OVERVIEW

MARKET FUNDAMENTALS

3. THE MARKET AND LEADERS' ACTIVITY

SECTORAL ENVIRONMENT

• Overview (PESTEL analysis)

• Economic factors

• Social factors

• Legislative factors

• Technological factors

THE GLOBAL ADVERTISING MARKET

• Key market indicators

• Digital advertising

• Structural drivers of mobile advertising

LEADERS' ACTIVITY AND PERFORMANCES

• Revenue

• Operating profit rate

• Individualised activity and performance

4. COMPETITION AND LEADERS' STRATEGIES

COMPETITIVE ENVIRONMENT

• Porter's 5 forces (overview)

• Intra-sectoral competition

• New entrants

• Customers

• The suppliers

LEADERS' STRATEGIES

• Overview

• Capturing and using data

• Strengthening the data offer

• Restructuring of agency networks

• Leaders' offensive on new digital uses

• International expansion

5. SOURCES

6. ANNEXES

7. FORCES AT WORK

• Rankings of the 10 world leaders in the global advertising industry

• Key performance indicators of the 10 leaders (revenue growth and EBIT rate)

• SWOT analysis of the 10 leaders

8. LEADERS' PROFILES

• X ADVANTAGE SOLUTIONS

• BLUEFOCUS COMMUNICATIONS GROUP

• DENTSU

• HAKUHODO

• HAVAS GROUP

• INTERPUBLIC GROUP

• OMNICOM

• PUBLICIS GROUPE

• STAGWELL

• WPP

X ADVANTAGE SOLUTIONS

BLUEFOCUS COMMUNICATIONS GROUP

DENTSU

HAKUHODO

HAVAS GROUP

INTERPUBLIC GROUP

OMNICOM

PUBLICIS GROUPE

STAGWELL

WPP