CommPRO Editorial Staff

The advertising and PR markets comprise of multiple companies offering services that include planning, developing, creating and managing advertisement and promotional activities.

America was the largest country in survey for advertising, public relations and related services industry in 2016.  The US accounted for about $90 billion (20% of the market) in 2016. The second largest market was Japan, accounting for around $60 billion (10% of the market). China came in third with $40 billion, with Australia coming in last accounting for only about 2%.  

PR and advertising agencies are shifting quickly towards digital campaigns to keep up with the increasing digitalization and advances in social media, search engine marketing, content marketing and e-commerce technology.

With this increase in internet penetration and smartphone users, online content marketing campaigns are expected to be three times more effective than traditional, and can cost on average 62% less.

These digital campaigns can be specific and targeted, using Facebook, Twitter, Instagram and Pinterest, and other internet portals like Google and Netflix. In addition, they allow businesses to track the performance and effectiveness through real-time information, helping companies plan their future PR campaigns and marketing strategies. 

According to a report by Altimeter Group, 78% of global companies plan to establish independent social media marketing teams in 2016, from 71% in 2015 and 67% in 2012.

You can read the full report here.