Many trends factor into the alteration of the marketing, media, and analytics landscape ahead: new privacy and consent regulations, the dominance of Google and Facebook, the rush of capital away from AdTech, the rise of in-house media buying, and others. Understanding the forces at work here, as well as where the opportunities lie, will bring success to those companies seeking to navigate this complex ecosystem.
In this report, Outsell provides an in-depth view of the Media, Marketing & Analytics landscape, covering the following segments:
- Marketing Services
- Marketing Research
- IT Research
Our separate B2B report covers these additional segments:
- B2B Media and Business Information
- Company, Contact & Personal Information
- CRM Solutions
- Supply Chain Automation and Procurement Solutions
- Yellow Pages and Directories
Outsell bases the information in this report on a comprehensive and rigorous methodology we developed. This methodology provides financial estimates for the overall market, for appropriate markets within the overall segment, and for specific companies in the ecosystem. We analyze revenue several different ways, including both retrospectively in terms of historical trends and prospectively via Outsell’s market forecast. We provide growth rates, market share, and, where possible, geographic, revenue source, and format (print versus digital) splits for leading companies within the space. Outsell’s methodology starts with its database of over 9,300 global media and information companies. We assign these firms to all appropriate segments in which they operate.
Outsell uses all publicly available information and our own insight and research with the companies themselves to size each player in the space. We size public companies primarily on their reported results, though we also apply Outsell analysis to further segment and align their revenues according to Outsell’s industry segmentation. We size private companies using the best available information on each, augmented by our own primary research.
For each market segment, we identify the top 20 largest players in the space (by revenue) in a table. Those companies that derive revenue from multiple segments have their revenue allocated by segment. Only the portion of the provider’s total revenue that is attributed to the subject segment is identified under that company for that segment. The sum of the various segment revenues for a provider equals the company’s total reported or estimated information industry revenue.
Why This Market
Table 1. Market Segmentation ($Million)
Table 2. Media, Marketing & Analytics Market Size and Forecast ($ Millions)
Figure 1. AdTech Revenue by Geographic Region, 2017
Table 3. Top 20 AdTech Players and Market Share, 2016-17
Figure 2. MarTech Revenue by Geographic Region, 2017
Table 4. Top 20 MarTech Players and Market Share, 2016-17
Figure 3. Marketing Services Revenue by Geographic Region, 2017
Table 5. Top 20 Marketing Services Players and Market Share, 2016-17
Figure 4. Marketing Research Revenue by Geographic Region, 2017
Table 6. Top 20 Marketing Research Players and Market Share, 2016-17
Figure 5. IT Research Revenue by Geographic Region, 2017
Table 7. Top 10 IT Research Players and Market Share, 2016-17
Figure 6. News Revenue by Geographic Region, 2017
Table 8. Top 20 News Players and Market Share, 2016-17
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