Procurement Market Intelligence Report
Integrated Advertising Services
Sourcing Guide & Market Intelligence
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Integrated Advertising Services Global Overview
Definition
Summary
This report is intended to assist buyers of integrated advertising services. The advertising agencies included in this report are one-stop shops for companies looking to develop and implement advertising campaigns through a variety of platforms. The services provided by these suppliers range from basic conceptualization and design to media placement.
This Report Includes:
- Traditional Media Advertising
- Digital Advertising
- Social Media Advertising
Not in this Report:
- Consulting Services
- Accounting Services
Global Integrated Advertising Services Procurement Trends
Discover the top international trends affecting procurement in the global Integrated Advertising Services market.
Neutral
GSA memo asks agencies to review consulting contracts
- The General Services Administration (GSA) recently issued a memorandum asking government agencies to review their consulting contracts with the ten highest-paid firms. The ten firms are Accenture PLC (Accenture Federal Services), Booz Allen Hamilton Inc., CGI Group Inc. (CGI Federal), Deloitte Touche Tohmatsu (Deloitte Consulting), General Dynamics Corporation (General Dynamics IT), Guidehouse Inc., Huntington Ingalls Industries Inc. (HII Mission Technologies), International Business Machines Corporation (IBM), Leidos Holdings, Inc., and Science Applications International Corporation, Inc. (SAIC).
- The memo states that agencies are strongly encouraged to cut non-essential consulting contracts, providing a list of those intended to be terminated by March 7, 2025. By April 19, 2025, agencies must submit their reviews of non-GSA consulting service contracts.
- According to the GSA, the ten consulting firms identified are set to receive $65.0 billion in fees in 2025. The Department of Defense (DoD) has stated its intention to terminate or descope contracts non-essential to the DoD’s purposes; some of the largest market players with high-value DoD contracts include Booz Allen Hamilton, Deloitte, and Accenture.
- According to the Government Accountability Office, in the fiscal year 2023, government agencies spent $478.0 billion on services, with the DoD accounting for $230.0 billion and non-defense agencies accounting for the rest. The DoD spent $21.3 billion on support, professional, and engineering and technical services, while non-defense agencies spent $21.4 billion on professional services, which includes consulting, training, and support services.
- The Department of Veterans Affairs (VA) initially cancelled 875 contracts (amounting to around $2.0 billion) but has currently paused efforts. However, contract terminations across most agencies are expected to continue.
Global Integrated Advertising Services Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 Europe | 57,610 |
| #2 South America | 24,270 |
| #3 China | 18,995 |
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Geography Drilldown - US, Canada & Europe
Average Cost of Integrated Advertising Services
United States
2026 Market Pricing$90.00 to $XXX.XX
per hourCanada
Europe
Average Price
Prices in the Integrated Advertising Services market range from $90.00 to $XXX.XX, depending on Agency Location, Staffing Requirements, Campaign Scope and Contract Length. For example, lower prices are associated with Location in a low-wage area ($65.00 to $177.00 per hour), whereas higher prices are associated with Location in a high-wage area ($177.00 to $750.00 per hour).
Need the scoop on international price trends?
Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.
Integrated Advertising Services Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Integrated Advertising Services market, prices in the US have grown 3.5% from 2022 to 2025. and +1.2% in Europe.
United States (2022-2025)
Canada (2021-2024)
Compound Annual Growth Rate
Europe (2022-2025)
Compound Annual Growth Rate
Wondering where prices are heading?
Price trend forecasts are available to subscribers, along with price driver projections and forward-looking cost structure data.
Cost Analysis - Total Cost of Ownership for Integrated Advertising Services
Total cost of ownership is High in the Integrated Advertising Services market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs. For example, unforeseen costs in the form of Cancellations may raise the total cost of ownership unexpectedly.
Negotiated Before
Customization
Billed During
Upgrades
Unforeseen
Cancellations
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to 0.3 in the United States. Buyer power is most positively impacted by Recent Price Trend. It is most negatively impacted by Forecast Price Trend. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
Canada
Europe
Buyer power forecasts: your glimpse into the future
Develop strategies for the upcoming year and identify unforeseen opportunities for buying now
- Actionable "Buy Now" and "Buy Later" insights
- Near-real-time updates to current and forecast Buyer Power Scores
- Methodology and weightings for Buyer Power Score Components
Supply Chain Risk
The average level of supply chain risk is assessed as Low, which has a positive impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
1st
Tier Suppliers
- Ad Space Providers
- Computer Manufacturers
- Commercial Real Estate Lessors
- Internet Service Providers
2nd
Tier Suppliers
- Media Conglomerates
- Semiconductor & Circuit Manufacturers
- Real Estate Brokers
- Telecom Networking Equipment Manufacturers
Biggest Integrated Advertising Services Suppliers in the US by Revenue
The largest Integrated Advertising Services vendors by revenue in the US are Interpublic Group Of Companies, Inc., Dentsu Group Inc. and Omnicom Group Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
| Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
|---|---|---|---|---|---|---|---|---|
| Dentsu Group Inc. | Global | Tokyo, JP | >10,001 | < 5 | ||||
| Accenture Plc | International | DUBLIN | >10,000 | < 5 | ||||
| Wpp Plc | Global | London, UK | >10,001 | < 5 | ||||
| Publicis Groupe SA | Global | Paris, FR | >10,001 | < 5 | ||||
| Omnicom Group Inc. | Global | NEW YORK, NY | >10,000 | < 5 | ||||
| Interpublic Group Of Companies, Inc. | Global | NEW YORK | >10,000 | < 5 | ||||
| MDC Partners Inc. | Global | NEW YORK, NY | >10,000 | < 5 | ||||
| Stagwell, Inc. | Global | NEW YORK, NY | >10,000 | < 5 | ||||
| Richards Group Inc. | National | Dallas, TX | 501-1,000 | < 5 | ||||
Looking for a list of suppliers by country?
Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.
Profit Analysis
The average profit margin across vendors in the Integrated Advertising Services market is 11.6% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Overhead. The cost trend for this component is stagnating, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more
Vendor & Supply Chain Analysis
Buyers hail from a variety of industries, which reduces the likelihood of any single industry affecting the market. The diversity of the buyer base results in a minimal vendor risk.
Low market share concentration signifies that no particular supplier controls a significant portion of the market, thus providing buyers with a wide range of suppliers to consider. Additionally, market fragmentation promotes competition among suppliers, which places downward pressure on prices.
Suppliers use computers to create and edit content, communicate with clients and conduct general administrative tasks. Due to the decline in price and the commoditization of computers, procuring them poses little supply chain risk.
The United States is a net importer of computers, meaning it imports more computers than it exports. While lower manufacturing costs abroad drive down prices for imported computers, relying on imports can lead to potential shortages or price increases if there are supply chain disruptions due to geopolitical tensions, trade disputes, or global crises.
Supplier Information
Accenture Plc
Accenture Plc is a public company operating internationally in the mining, information, professional, scientific and technical services and administration, business support and waste management services sectors. The company's offerings include mobile enterprise application platforms, claims management software,... Subscribe to learn more
Cramer-Krasselt
Cramer-Krasselt is a private company operating regionally in the professional, scientific & technical services sector. The company's offerings include integrated advertising services. Founded in 1898, the company is currently headquartered in Chicago, Illinois, United States of America with an estimated 175... Subscribe to learn more
Dentsu Group Inc.
Dentsu Group Inc. is a public company operating globally in the professional, scientific & technical services and other services (except public administration) sectors. The company's offerings include search engine marketing services, party & event planning services, promotion fulfillment services, social... Subscribe to learn more
Interpublic Group Of Companies, Inc.
The Interpublic Group of Companies, Inc. is a global marketing, communications, and business transformation services provider under various brands. It specializes in insights, data, media, creative and production, digital commerce, healthcare marketing, and communications. It serves digital commerce, retail... Subscribe to learn more
MDC Partners Inc.
Stagwell Inc. is a global network of technology-enabled marketing & advertising, media, data, and technology businesses. It organizes its business into five segments: the marketing services segment, which delivers brand campaigns, consumer insights through advanced research methodologies, immersive experiential... Subscribe to learn more
Omnicom Group Inc.
Omnicom Group Inc. is a holding company providing marketing and sales solutions to global companies. It offers services across media & advertising, including creative services, strategic media planning and buying, performance media, and data analytics services; precision marketing, including digital and direct... Subscribe to learn more
Publicis Groupe SA
Publicis Groupe SA is a public company operating globally in the professional, scientific & technical services and educational services sectors. The company's offerings include marketing consulting services, search engine marketing services, direct mail advertising services, social media management services,... Subscribe to learn more
Richards Group Inc.
Richards Group Inc. is a private company operating nationally in the professional, scientific & technical services sector. The company's offerings include integrated advertising services. Founded in 1976, the company is currently headquartered in Dallas, Texas, United States of America with an estimated 750... Subscribe to learn more
Stagwell, Inc.
Stagwell, Inc. is a public company operating globally in the professional, scientific and technical services sector. The company's offerings include integrated advertising services. Founded in 2022, the company is currently headquartered in NEW YORK, New York, United States of America with an estimated 12000... Subscribe to learn more
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Procurement Management KPIs for the Integrated Advertising Services Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Average Resolution Time and Critical Bugs. Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Pricing and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Average Resolution Time |
|
Length of time from query to solution Number of times that resolutions are not met. |
Vendors should be measured on their ability to quickly resolve issues. The resolution time will drastically affect a buyer's relationship with their customers. |
| Critical Bugs |
|
Number of flagged system bugs Severity of system bugs |
Critical bugs can result in inefficient work or downtime. Bugs in the system will jeopardize a buyer's reputation. |
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Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Experience and Expertise
How many years has your agency been in operation?
What types of advertising does your firm specialize in?
Supply Chain Risk
Do you source materials with a high exposure to market disruptions? How do you cope with these disruptions?
How diversified is your supplier base for inputs? Do you source from multiple suppliers in different global regions?
Workforce
How many employees work for your agency?
What are the histories of your agency's key executives?
The ultimate prep for procurement negotations
View all 33 negotiation questions for this category when you subscribe.
Integrated Advertising Services RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should describe their organizations and explain why they are seeking integrated advertising services.
Buyers should give a description of the different platforms that they desire to place their advertising on.
Statement Of Need
Buyers should provide a detailed description of the type of advertising and types of multimedia integration they desire and the features it will include.
Buyers should explain their expectations for the advertising campaign's design.
Project Budget
Buyers should explicitly state the amount of the contract award.
Buyers should explain whether they expect to pay for services after each advertising project completion or at some other point during the life of the contract.
The RFP process made easy
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We display average pricing information, trends and market data.
Our Reports include:
- Opportunity assessment
- Market dynamics
- Recent developments
- Positive and warning trends
- Buyer power levers
- Price environment and market pricing
- Geographic wage rates
- Global market updates
- Total cost of ownership
- Cost structure benchmarks and analysis
- Supply chain and vendors
- Global supplier breakdown
- Market share concentration
- Regulation and business requirements
- Vendor management and KPIs
- Sourcing strategy guidance
