Industry Statistics and Trends
Advertising Agencies in Europe key trends
Advertisers grapple with the effects of COVID-19.
As businesses tightened their budgets, advertising spending dropped, causing agencies to suffer. Rising inflation and economic instability have constrained the market’s recovery.
Online advertising overshadows traditional methods.
With increased internet usage, advertising has shifted towards targeted online advertising strategies, pressuring traditional agencies to adapt or risk becoming redundant.
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Advertising Agencies in Europe
Industry Revenue
Total value and annual change from 2011-2029. Includes 5-year outlook.
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Advertising Agencies in Europe market size (2019-2024)
Industry revenue has declined at a CAGR of 4.1 % over the past five years, to reach an estimated €219.8bn in 2024.
Trends and Insights
Advertisers feel the burn of COVID-19 disruption
- Advertising agencies suffered from the adverse effect of COVID-19 on businesses' budgets, with advertising spending dropping sharply at the height of the pandemic. Overall, revenue dropped by 14.6% in 2020.
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Advertising Agencies in Europe outlook (2024-2029)
Market size is projected to grow over the next five years.
FMCG's zero-based budgeting adoption hampers demand
- Businesses in the fast-moving consumer goods (FMCG) sector have come under intense pressure from investors to slash costs amid rapid inflation.
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Revenue
€219.8bn
Employees
1m
Wages
€XX.Xbn
European Leaders & Laggards
* CAGR values are for the years 2019-2024.
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Biggest companies in the Advertising Agencies in Europe
| Company | Market Share (%)
2024 | Revenue (€m)
2024 | Profit (€m)
2024 | Profit Margin (%)
2024 |
|---|---|---|---|---|
WPP plc | 18,979.0 | 2,808.9 | 14.8 | |
Publicis Groupe SA | 15,259.9 | 2,435.8 | 16.0 | |
MFE-MediaForEurope NV | 2,969.8 | 361.3 | 12.2 |
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Advertising Agencies in Europe
Products & Services Segmentation
Industry revenue broken down by key product and services lines.
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Top Questions Answered in this Report
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What is the market size of the Advertising Agencies industry in Europe in 2024?
The market size of the Advertising Agencies industry in Europe is €219.8bn in 2024.
How many businesses are there in the Advertising Agencies in Europe industry in 2024?
There are 447k businesses in the Advertising Agencies industry in Europe, which has grown at a CAGR of 3.0 % between 2019 and 2024.
Has the Advertising Agencies industry in Europe grown or declined over the past 5 years?
The market size of the Advertising Agencies industry in Europe has been declining at a CAGR of 4.1 % between 2019 and 2024.
What is the forecast growth of the Advertising Agencies industry in Europe over the next 5 years?
Over the next five years, the Advertising Agencies industry in Europe is expected to grow.
What does the Advertising Agencies in Europe include?
Online Advertising and TV Advertising are part of the Advertising Agencies industry.
Which countries have the most businesses in the Advertising Agencies industry in Europe?
The European country with the most businesses in the Advertising Agencies industry is Russia.
How competitive is the Advertising Agencies industry in Europe?
The level of competition is high and increasing in the Advertising Agencies industry in Europe.
Related Industries
This industry is covered in 37 countries
- Advertising Agencies in Austria
- Advertising Agencies in France
- Advertising Agencies in Lithuania
- Advertising Agencies in the Netherlands
- Advertising Agencies in Switzerland
- Advertising Agencies in Finland
- Advertising Agencies in Slovenia
- Advertising Agencies in Bulgaria
- Advertising Agencies in Luxembourg
- Advertising Agencies in Russia
- Advertising Agencies in Slovakia
- Advertising Agencies in Italy
- Advertising Agencies in Sweden
- Advertising Agencies in Turkey
- Advertising Agencies in Latvia
- Advertising Agencies in Bosnia & Herzegovina
- Advertising Agencies in Greece
- Advertising Agencies in Romania
- Advertising Agencies in Norway
- Advertising Agencies in Poland
- Advertising Agencies in Cyprus
- Advertising Agencies in Estonia
- Advertising Agencies in Iceland
- Advertising Agencies in Europe
- Advertising Agencies in Spain
- Advertising Agencies in Portugal
- Advertising Agencies in Serbia
- Advertising Agencies in Belgium
- Advertising Agencies in Hungary
- Advertising Agencies in Czechia
- Advertising Agencies in Denmark
- Advertising Agencies in Malta
- Advertising Agencies in Croatia
Table of Contents
About this industry
Industry definition
This industry includes companies that provide various advertising services, including promoting products, creating and releasing advertising campaigns and direct-mail advertising. Companies can provide advice, creative services and the production of advertising material.
Related Terms
COMMUNICATIONS PLANNINGDIGITAL ADVERTISINGOUTDOOR ADVERTISINGWhat's included in this industry?
Online AdvertisingTV AdvertisingPrint Media AdvertisingOut-of-Home AdvertisingRadio AdvertisingCompanies
WPP plcPublicis Groupe SAMFE-MediaForEurope NVIndustry Code
731 - Advertising in Europe
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Performance
Key Takeaways
Advertisers feel the burn of COVID-19 disruption
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Revenue Highlights
Trends
- Revenue
- 2024 Revenue CAGR
- Revenue Volatility
Employment Highlights
Trends
- Employees
- Employees per Business
- Revenue per Employee
Business Highlights
Trends
- Businesses
- Employees per Business
- Revenue per Business
Profit Highlights
Trends
- Total Profit
- Profit Margin
- Profit per Business
Current Performance
Charts
- Revenue in the Advertising Agencies in Europe industry (2011 -2029)
- Employees in the Advertising Agencies in Europe industry (2011 -2029)
- Business in the Advertising Agencies in Europe industry (2011 -2029)
- Profit in the Advertising Agencies in Europe industry (2011 -2029)
Analysis
What's driving current industry performance in the Advertising Agencies in Europe industry?
Outlook
Analysis
What's driving the Advertising Agencies in Europe industry outlook?
Volatility
Analysis
What influences volatility in the Advertising Agencies in Europe industry?
Charts
- Industry Volatility vs. Revenue Growth Matrix
Life Cycle
Analysis
What determines the industry life cycle stage in the Advertising Agencies in Europe industry?
Charts
- Industry Life Cycle Matrix
Products and Markets
Highlights
Trends
- Largest Market
- Product Innovation
Key Takeaways
Online advertising continues to expand. Increased internet usage and surging online shopping have driven more and more companies to focus their advertising efforts on the web, a trend accelerated by COVID-19.
Products and Services
Charts
- Products and Services Segmentation
Analysis
How are the Advertising Agencies in Europe industry's products and services performing?
Analysis
What are innovations in the Advertising Agencies in Europe industry's products and services?
Major Markets
Charts
- Major Market Segmentation
Analysis
What influences demand in the Advertising Agencies in Europe industry?
International Trade
Highlights
- Largest Importer
- Smallest Importer
- Total Imports into Europe
- Largest Exporter
- Smallest Exporter
- Total Exports into Europe
Heat maps
- Industry Concentration of Imports by Country
- Industry Concentration of Exports by Country
Data Tables
Value and annual change (%) included
- Number of Imports and Exports by European Country (2024)
Geographic Breakdown
Business Locations
Heat maps
- Share of Total Industry Revenue by Region (2024)
- Share of Total Industry Enterprises by Region (2024)
- Share of Total Industry Employment by Region (2024)
- Share of Total Industry Wages by Region (2024)
Industry Geographic Breakdown
Data Tables
Values and annual change provided for 37 European countries:
- Revenue (2024)
- IVA (2024)
- Enterprises (2024)
- Employment (2024)
- Exports (2024)
- Imports (2024)
Competitive Forces
Highlights
Trends
- Concentration
- Competition
- Barriers to Entry
- Substitutes
- Buyer Power
- Supplier Power
Key Takeaways
High fragmentation characterises the market. Only large-scale advertising conglomerates like WPP and Publicis hold more than 1% of the market. All other companies specialises in niche advertising services, with a handful of clients.
Supply Chain
Charts
Buyer and supply industries
Companies
Market Share
Charts
- Industry Market Share by Company (2019-2024)
Companies
Data Tables
Top 10 companies by market share:
- Market share (2024)
- Revenue (2024)
- Profit (2024)
- Profit Margin (2024)
Data Tables
- Countries of operation for WPP plc
- Countries of operation for Publicis Groupe SA
- Countries of operation for MFE-MediaForEurope NV
- Countries of operation for Omnicom Group Inc
- Countries of operation for Havas SA
- Countries of operation for The Interpublic Group of Companies Inc
- Countries of operation for Serviceplan Group SE & Co KG
- Countries of operation for VCCP Group LLP
- Countries of operation for Wieden+Kennedy Inc
- Countries of operation for Accenture Song Brand UK Ltd
External Environment
Highlights
Trends
- Regulation & Policy
- Assistance
Key Takeaways
Agencies must adhere to the General Dat Protection Regulation. The GDPR, which came into effect across Europe in May 2018, governs how companies within the EU deal with clients' data.
External Drivers
Analysis
What demographic and macroeconomic factors impact the Advertising Agencies in Europe industry?
Financial Benchmarks
Highlights
Trends
- Profit Margin
- Average Wage
- Largest Cost
Key Takeaways
AI advertising technology looks set to cut employment levels. AI's performance optimisation and data management abilities will allow agencies to streamline operations and better understand the performance of their campaigns.
Cost Structure
Charts
- Share of Economy vs. Investment Matrix
-
Industry Cost Structure Benchmarks:
- Marketing
- Depreciation
- Profit
- Purchases
- Wages
- Rent
- Utilities
- Other
Analysis
What trends impact cost in the Advertising Agencies in Europe industry?
Key Ratios
Data tables
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
- Revenue per Employee (2014-2029)
- Wages/Revenue (2014-2029)
- Employees per Establishment (2014-2029)
- Average Wage (2014-2029)
Country Benchmarks
European Leaders & Laggards
Data Tables
Top and boottom five countries listed for each:
- Revenue Growth (2024)
- Business Growth (2024)
- Job Growth (2024)
European Country Performance
Data Tables
Rankings available for 37 countries. Statistics ranked include:
- IVA/Revenue (2024)
- Imports/Demand (2024)
- Exports/Revenue (2024)
- Revenue per Employee (2024)
- Wages/Revenue (2024)
- Employees per Establishment (2024)
- Average Wage (2024)
Structural Comparison
Data Tables
Trends in 37 countries benchmarked against trends in Europe
- Concentration
- Competition
- Barriers to Entry
- Buyer Power
- Supplier Power
- Volatility
- Capital Intensity
- Innovation
- Life Cycle
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
Where does IBISWorld source its data?
IBISWorld is a world-leading provider of business information, with reports on 5,000+ industries in Australia, New Zealand, North America, Europe and China. Our expert industry analysts start with official, verified and publicly available sources of data to build an accurate picture of each industry.
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and IBISWorld's proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
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