2026-2030年全球媒體企劃與採購市場

全球媒體策劃和採購市場預計將從 2025 年到 2030 年成長至 233.374 億美元，預測期內複合年成長率為 5.9%。

這份關於全球媒體策劃和採購市場的報告提供了全面的分析，包括市場規模和預測、趨勢、成長要素、挑戰以及涵蓋約 25 家供應商的供應商分析。

本報告對當前市場狀況、最新市場趨勢和促進因素以及整體市場環境進行了最新分析。推動該市場成長的因素包括：零售媒體網路和第一方商務數據的擴張、向程式化聯網電視 (CTV) 和整合視訊策劃的快速轉型，以及人工智慧和預測性場景建模在媒體分配中的應用。

本研究客觀地結合了一手和二手訊息，包括來自主要行業相關人員的信息。報告內容涵蓋主要公司分析、全面的市場規模數據、區域細分分析以及供應商格局。報告包含歷史數據和預測數據。

本研究指出，系統性地採用衡量人類注意力的指標將是未來幾年全球媒體策劃和採購市場成長的關鍵促進因素之一。此外，為實現永續媒體投資，供應鏈的脫碳和最佳化，以及代理控股公司營運模式的結構性重組和「無塵室」的引入，預計也將產生顯著的市場需求。

目錄

第1章：執行摘要

第2章 Technavio 分析

• 分析定價、生命週期、顧客購買籃子、採用率和購買標準。
• 輸入的重要性及差異化因素
• 干擾因素
• 促進因素和挑戰的影響

第3章 市場狀況

• 市場生態系統
• 市場特徵
• 價值鏈分析

第4章 市場規模

• 市場的定義
• 市場區隔分析
• 2025年市場規模
• 市場展望，2025-2030年

第5章 市場規模與表現

• 2020-2024年全球媒體企劃與採購市場
• 基於應用領域的細分市場分析，2020-2024 年
• 2020年至2024年最終用戶細分市場分析
• 按類型分類的細分市場分析，2020-2024 年
• 區域區隔市場分析，2020-2024 年
• 2020-2024年各國細分市場分析

第6章 定性分析

• 人工智慧的影響：全球媒體策劃與採購市場
• 地緣政治衝突的影響：全球媒體規劃與採購市場

第7章：五力分析

第8章 市場區隔：依應用領域

• 比較：按應用
• 數位媒體
• 傳統媒體
• 市場機會：依應用領域分類

第9章 市場區隔：依最終用戶分類

• 比較：按最終用戶
• 消費品和零售
• 車
• BFSI
• IT/通訊
• 其他
• 市場機會：依最終用戶分類

第10章 市場區隔：依類型

• 比較：按類型
• 媒體採購
• 媒體企劃
• 市場機會：按類型分類

第11章 客戶情況

第12章 區域情勢

• 區域分類
• 區域比較
• 北美洲
  • 美國
  • 加拿大
  • 墨西哥
• 亞太地區
  • 中國
  • 日本
  • 印度
  • 韓國
  • 澳洲
  • 印尼
• 歐洲
  • 英國
  • 德國
  • 法國
  • 義大利
  • 西班牙
  • 荷蘭
• 中東和非洲
  • 沙烏地阿拉伯
  • UAE
  • 南非
  • 以色列
  • 土耳其
• 南美洲
  • 巴西
  • 阿根廷
  • 哥倫比亞
• 市場機會：按地區分類

第13章 促進因素、挑戰與機遇

• 市場促進因素
• 市場挑戰
• 促進因素和挑戰的影響
• 市場機遇

第14章 競爭格局

• 概述
• 競爭格局
• 中斷狀況
• 產業風險

第15章 競爭分析

• 公司簡介
• 公司排名指標
• 企業市場定位
• Altair Media Ltd.
• Dentsu Group Inc.
• Eversana Intouch
• Havas Media Network
• Horizon Media LLC
• Inizio Evoke
• Klick Inc.
• Lumine Group Inc.
• Mediaocean LLC
• Omnicom Media Group
• Publicis Media Switzerland
• S4Capital plc
• Stagwell Inc.
• Syneos Health Inc.
• WPP Plc

第16章附錄

The global media planning and buying market is forecasted to grow by USD 23337.4 mn during 2025-2030, accelerating at a CAGR of 5.9% during the forecast period. The report on the global media planning and buying market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by expansion of retail media networks and first-party commerce data, rapid shift toward programmatic connected television and unified video planning, integration of ai and predictive scenario modeling in media allocation.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market size data, segment with regional analysis and vendor landscape in addition to an analysis of the key companies. Reports have historic and forecast data.

Technavio's global media planning and buying market is segmented as below:

By Application

• Digital media
• Traditional media

By End-User

• Consumer goods and retail
• Automotive
• BFSI
• IT and telecom
• Others

By Type

• Media buying
• Media planning

Geography

• North America
  • US
  • Canada
  • Mexico
• APAC
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • The Netherlands
• Middle East and Africa
  • UAE
  • South Africa
  • Turkey
• South America
  • Brazil
  • Argentina
  • Colombia
• Rest of World (ROW)

This study identifies the institutional adoption of human attention metrics as one of the prime reasons driving the global media planning and buying market growth during the next few years. Also, decarbonization and supply path optimization for sustainable media investment and structural consolidation of agency holding operating models and clean room deployment will lead to sizable demand in the market.

The report on the global media planning and buying market covers the following areas:

• Global media planning and buying market sizing
• Global media planning and buying market forecast
• Global media planning and buying market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading global media planning and buying market vendors that include Altair Media Ltd., Avalere Health, Criterion Global LLC, Dentsu Group Inc., Eversana Intouch, Havas Health and You, Havas Media Network, Horizon Media LLC, Inizio Evoke, Klick Inc., Lumine Group Inc., Mediaocean LLC, Ogilvy, Omnicom Media Group, Publicis Media Switzerland, Real Chemistry, S4Capital plc, Stagwell Inc., Syneos Health Inc., WPP Plc. Also, the global media planning and buying market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive primary and secondary research. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview
  • Executive Summary - Chart on Market Overview
  • Executive Summary - Data Table on Market Overview
  • Executive Summary - Chart on Global Market Characteristics
  • Executive Summary - Chart on Market by Geography
  • Executive Summary - Chart on Market Segmentation by Application
  • Executive Summary - Chart on Market Segmentation by End-user
  • Executive Summary - Chart on Market Segmentation by Type
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Technavio Analysis

• 2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• 2.2 Criticality of inputs and Factors of differentiation
• 2.3 Factors of disruption
• 2.4 Impact of drivers and challenges

3 Market Landscape

• 3.1 Market ecosystem
• 3.2 Market characteristics
• 3.3 Value chain analysis

4 Market Sizing

• 4.1 Market definition
• 4.2 Market segment analysis
  • Market segments
• 4.3 Market size 2025
• 4.4 Market outlook: Forecast for 2025-2030

5 Historic Market Size

• 5.1 Global Media Planning And Buying Market 2020 - 2024
  • Historic Market Size - Data Table on Global Media Planning And Buying Market 2020 - 2024 ($ million)
• 5.2 Application segment analysis 2020 - 2024
  • Historic Market Size - Application Segment 2020 - 2024 ($ million)
• 5.3 End-user segment analysis 2020 - 2024
  • Historic Market Size - End-user Segment 2020 - 2024 ($ million)
• 5.4 Type segment analysis 2020 - 2024
  • Historic Market Size - Type Segment 2020 - 2024 ($ million)
• 5.5 Geography segment analysis 2020 - 2024
  • Historic Market Size - Geography Segment 2020 - 2024 ($ million)
• 5.6 Country segment analysis 2020 - 2024
  • Historic Market Size - Country Segment 2020 - 2024 ($ million)

6 Qualitative Analysis

• 6.1 Impact of AI on Global Media Planning and Buying Market
• 6.2 Impact of Geopolitical Conflicts on Global Media Planning and Buying Market

7 Five Forces Analysis

• 7.1 Five forces summary
  • Five forces analysis - Comparison between 2025 and 2030
• 7.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2025 and 2030
• 7.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2025 and 2030
• 7.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2025 and 2030
• 7.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2025 and 2030
• 7.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2025 and 2030
• 7.7 Market condition

8 Market Segmentation by Application

• 8.1 Market segments
• 8.2 Comparison by Application
• 8.3 Digital media - Market size and forecast 2025-2030
• 8.4 Traditional media - Market size and forecast 2025-2030
• 8.5 Market opportunity by Application
  • Market opportunity by Application ($ million)

9 Market Segmentation by End-user

• 9.1 Market segments
• 9.2 Comparison by End-user
• 9.3 Consumer goods and retail - Market size and forecast 2025-2030
• 9.4 Automotive - Market size and forecast 2025-2030
• 9.5 BFSI - Market size and forecast 2025-2030
• 9.6 IT and telecom - Market size and forecast 2025-2030
• 9.7 Others - Market size and forecast 2025-2030
• 9.8 Market opportunity by End-user
  • Market opportunity by End-user ($ million)

10 Market Segmentation by Type

• 10.1 Market segments
• 10.2 Comparison by Type
• 10.3 Media buying - Market size and forecast 2025-2030
• 10.4 Media planning - Market size and forecast 2025-2030
• 10.5 Market opportunity by Type
  • Market opportunity by Type ($ million)

11 Customer Landscape

• 11.1 Customer landscape overview
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

12 Geographic Landscape

• 12.1 Geographic segmentation
• 12.2 Geographic comparison
• 12.3 North America - Market size and forecast 2025-2030
  • 12.3.1 US - Market size and forecast 2025-2030
  • 12.3.2 Canada - Market size and forecast 2025-2030
  • 12.3.3 Mexico - Market size and forecast 2025-2030
• 12.4 APAC - Market size and forecast 2025-2030
  • 12.4.1 China - Market size and forecast 2025-2030
  • 12.4.2 Japan - Market size and forecast 2025-2030
  • 12.4.3 India - Market size and forecast 2025-2030
  • 12.4.4 South Korea - Market size and forecast 2025-2030
  • 12.4.5 Australia - Market size and forecast 2025-2030
  • 12.4.6 Indonesia - Market size and forecast 2025-2030
• 12.5 Europe - Market size and forecast 2025-2030
  • 12.5.1 UK - Market size and forecast 2025-2030
  • 12.5.2 Germany - Market size and forecast 2025-2030
  • 12.5.3 France - Market size and forecast 2025-2030
  • 12.5.4 Italy - Market size and forecast 2025-2030
  • 12.5.5 Spain - Market size and forecast 2025-2030
  • 12.5.6 The Netherlands - Market size and forecast 2025-2030
• 12.6 Middle East and Africa - Market size and forecast 2025-2030
  • 12.6.1 Saudi Arabia - Market size and forecast 2025-2030
  • 12.6.2 UAE - Market size and forecast 2025-2030
  • 12.6.3 South Africa - Market size and forecast 2025-2030
  • 12.6.4 Israel - Market size and forecast 2025-2030
  • 12.6.5 Turkey - Market size and forecast 2025-2030
• 12.7 South America - Market size and forecast 2025-2030
  • 12.7.1 Brazil - Market size and forecast 2025-2030
  • 12.7.2 Argentina - Market size and forecast 2025-2030
  • 12.7.3 Colombia - Market size and forecast 2025-2030
• 12.8 Market opportunity by geography
  • Market opportunity by geography ($ million)
  • Data Tables on Market opportunity by geography ($ million)

13 Drivers, Challenges, and Opportunity

• 13.1 Market drivers
  • Expansion of retail media networks and first-party commerce data
  • Rapid shift toward programmatic connected television and unified video planning
  • Integration of AI and predictive scenario modeling in media allocation
• 13.2 Market challenges
  • Regulatory scrutiny and trading transparency concerns in agency buying operations
  • Audience fragmentation and measurement discrepancies across closed ecosystems
  • Deprecation of third-party tracking signals and escalating data privacy restrictions
• 13.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2025 and 2030
• 13.4 Market opportunities
  • Institutional adoption of human attention metrics
  • Decarbonization and supply path optimization for sustainable media investment
  • Structural consolidation of agency holding operating models and clean room deployment

14 Competitive Landscape

• 14.1 Overview
• 14.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation
• 14.3 Landscape disruption
  • Overview on factors of disruption
• 14.4 Industry risks
  • Impact of key risks on business

15 Competitive Analysis

• 15.1 Companies profiled
  • Companies covered
• 15.2 Company ranking index
  • Company ranking index
• 15.3 Market positioning of companies
  • Matrix on companies position and classification
• 15.4 Altair Media Ltd.
  • Altair Media Ltd. - Overview
  • Altair Media Ltd. - Product / Service
  • Altair Media Ltd. - Key offerings
  • SWOT
• 15.5 Dentsu Group Inc.
  • Dentsu Group Inc. - Overview
  • Dentsu Group Inc. - Business segments
  • Dentsu Group Inc. - Key offerings
  • Dentsu Group Inc. - Segment focus
  • SWOT
• 15.6 Eversana Intouch
  • Eversana Intouch - Overview
  • Eversana Intouch - Product / Service
  • Eversana Intouch - Key offerings
  • SWOT
• 15.7 Havas Media Network
  • Havas Media Network - Overview
  • Havas Media Network - Product / Service
  • Havas Media Network - Key offerings
  • SWOT
• 15.8 Horizon Media LLC
  • Horizon Media LLC - Overview
  • Horizon Media LLC - Product / Service
  • Horizon Media LLC - Key offerings
  • SWOT
• 15.9 Inizio Evoke
  • Inizio Evoke - Overview
  • Inizio Evoke - Product / Service
  • Inizio Evoke - Key offerings
  • SWOT
• 15.10 Klick Inc.
  • Klick Inc. - Overview
  • Klick Inc. - Product / Service
  • Klick Inc. - Key offerings
  • SWOT
• 15.11 Lumine Group Inc.
  • Lumine Group Inc. - Overview
  • Lumine Group Inc. - Product / Service
  • Lumine Group Inc. - Key offerings
  • SWOT
• 15.12 Mediaocean LLC
  • Mediaocean LLC - Overview
  • Mediaocean LLC - Product / Service
  • Mediaocean LLC - Key offerings
  • SWOT
• 15.13 Omnicom Media Group
  • Omnicom Media Group - Overview
  • Omnicom Media Group - Product / Service
  • Omnicom Media Group - Key offerings
  • SWOT
• 15.14 Publicis Media Switzerland
  • Publicis Media Switzerland - Overview
  • Publicis Media Switzerland - Product / Service
  • Publicis Media Switzerland - Key offerings
  • SWOT
• 15.15 S4Capital plc
  • S4Capital plc - Overview
  • S4Capital plc - Business segments
  • S4Capital plc - Key offerings
  • S4Capital plc - Segment focus
  • SWOT
• 15.16 Stagwell Inc.
  • Stagwell Inc. - Overview
  • Stagwell Inc. - Business segments
  • Stagwell Inc. - Key offerings
  • Stagwell Inc. - Segment focus
  • SWOT
• 15.17 Syneos Health Inc.
  • Syneos Health Inc. - Overview
  • Syneos Health Inc. - Product / Service
  • Syneos Health Inc. - Key offerings
  • SWOT
• 15.18 WPP Plc
  • WPP Plc - Overview
  • WPP Plc - Business segments
  • WPP Plc - Key offerings
  • WPP Plc - Segment focus
  • SWOT

16 Appendix

• 16.1 Scope of the report
  • Market definition
  • Objectives
  • Notes and caveats
• 16.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist
• 16.3 Currency conversion rates for US$
  • Currency conversion rates for US$
• 16.4 Research methodology
  • Research methodology
• 16.5 Data procurement
  • Information sources
• 16.6 Data validation
  • Data validation
• 16.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing
• 16.8 Data synthesis
  • Data synthesis
• 16.9 360 degree market analysis
  • 360 degree market analysis
• 16.10 List of abbreviations
  • List of abbreviations