Smaller digital agencies are driving a booming Australian industry, claims Ibis World
Digital agency wages are going to lag agency billings over coming years as the industry continues to post high-growth, claims industry analyst Ibis World.
In its latest report on digital advertising agencies in Australia, the industry analyst forecasted the $2.0bn a year industry will increase by 12.9% over five years to $3.7bn, driven by the growth of smaller agencies.
Currently, smaller agencies dominate the $2.0b a year local sector with 73% market share, says Ibis. Of the major holding groups, WPP has the biggest market share of the local industry with 11.9%, Interpublic (IPG Mediabrands) has 8.0%, Ominicom Media Group 7.3% and Publicis is estimated between 3.0% and 4.0%.
