Global Integrated Advertising Category - Procurement Market Intelligence Report

This procurement report offers supplier market insights for strategic sourcing and procurement professionals looking to identify cost-saving opportunities.

  • Published: Feb 2018
  • Pages: 70
  • SKU: IRCMSTR14696
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Key Features of Report


Supply Market Insights
Procurement Best Practices
Cost Saving Opportunities
Pricing Models
Negotiation Strategies
Category Risk Analysis
Key Supplier Analysis
Supplier Capability Matrix


Integrated Advertising - Category Spend Analysis

According to procurement analysts at SpendEdge, there is an increase in the purchasing power of end-consumers. The disposable income of end-consumers has increased in regions such as North America and Europe due to increased economic growth. This has led to the increased purchase of message platforms such as laptops, desktops, mobile sets, and television sets to reach a broader audience. This provides an impetus for buyers to target end-consumers through integrated advertising platforms.

One of the emerging market trends is the increased technology penetration across developed economies. In 2016, technological platforms related to connectivity had major penetration across developed regions such as North America and Europe. This has resulted in increased access to different connectivity related platforms such as broadband, internet, and mobile applications in regions such as North America and Europe. As these platforms are extensively used to deliver integrated advertising campaigns to reach a wider audience, this will directly lead to increased adoption of integrated advertising campaigns.

Integrated Advertising - Procurement Best Practices

One of the procurement best practices for buyers is to partner with local service providers for localization techniques. Buyers must partner with local service providers for opportunities in terms of content localization as per geographies. In case of integrated advertising procurement, a global network agency (service provider) should handle the advertising strategy creation part, whereas the localization part of the campaign should be outsourced to an independent local agency. Outsourcing of content localization to a local agency reduces the billing rates by around 10%-12% for buyers.

Integrated Advertising - Procurement Challenges

According to this procurement research, one of the key procurement challenges faced by buyers are the issues in identifying service providers that offer integrated advertising services. Buyers face issues in identifying appropriate agencies that possess skills and expertise in creating innovative campaigns within multi-channel advertising platforms. This is because the majority of local or regional advertising agencies do not have a skilled human resource that can plan and execute integrated advertising campaigns.


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Integrated advertising is an approach of advertising where the buyer uses a combination of advertising techniques and platforms to promote their product or brand. It is a 360-degree advertising approach which allows buyers to use a combination of advertising platforms such as broadcast (TV and radio), print (magazines, newspapers, flyers, pamphlets), OOH, and social media to promote their products or services. Additionally, integrated advertising helps buyers to reach a wider audience and develop brand recognition through maintaining consistent communication strategies across all platforms.

This upcoming procurement research, which is part of SpendEdge’s marketing category, would provide actionable insights on the pricing strategies, procurement challenges, market drivers, and the supply landscape in the global integrated advertising market.

Category overview of the global integrated advertising market

Analysts at SpendEdge consider the various segments within the market. Based on the type,  integrated advertising can be categorized into:

  • Inside-out approach - A single unified message is created based on a one-sided viewpoint when communicating with consumers across advertising platforms 
  • Outside-in approach - Buyers understand the needs and wants of consumers and then create integrated campaigns based on the knowledge gathered

Furthermore, this report also considers key market segments including cosmetics, FMCG, automotive, food and beverage, fashion and lifestyle, tourism, personal care, pharmaceutical, educational, government, and real estate.

This upcoming procurement research on the integrated advertising market would provide detailed insights into the continuously evolving supplier landscape to help improve source-to-contract cycle performance. Additionally, it would help procurement professionals develop enhanced category strategies, understand supplier and market challenges, implement sourcing best practices, and boost savings.

This report can be personalized according to your needs. Contact us now!



  • TAKEAWAY 01 | Market Overview
  • TAKEAWAY 02 | Demand and Supply Snapshot
  • TAKEAWAY 03 | Key Market Dynamics
  • TAKEAWAY 04 | Supply Market Highlights
  • TAKEAWAY 05 | Pricing Insights
  • TAKEAWAY 06 | Procurement Insights


  • Category Definition
  • Research Methodology


  • Category Spend Analysis
  • Category Maturity by Regions
  • Demand-Supply Shifts
  • Regional Demand-Supply Snapshot
  • Market Developments
  • Regional Impact of Trends
  • Key Category Growth Drivers and Corresponding Regional Impacts
  • Major Category Growth Constraints and Corresponding Regional Impacts
  • Key Current Technological Innovations
  • Major Regulatory Frameworks
  • Strategic Sustainability Practices
  • Porter’s Five Forces
  • PESTLE Analysis


  • Supplier Operational Capability Matrix
  • Other Prominent Suppliers by Region: Operational Capability Matrix
  • Supplier Functional Capability Matrix
  • Other Prominent Suppliers by Region: Functional Capability Matrix
  • Key Clients
  • Supplier Cost Breakup
  • Supplier Positioning Matrix


  • Pricing Models Snapshot
  • Pricing Models – Pros and Cons
  • Indicative Pricing


  • Major Category Requirements
  • Major Procurement Pain Points
  • Category Sourcing Evolution Matrix
  • Procurement Best Practices
  • Cost-saving Opportunities
  • Supplier Selection Criteria
  • Category Negotiation Strategies
  • SLA Terms
  • Supplier Evaluation Criteria
  • Category Risk Analysis


  • ChemChina
  • Bayer
  • DowDuPont
  • BASF
  • Helm AG


  • Glossary
  • Key Notes
  • About Us

Research Framework

SpendEdge presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key category influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary research

  • Procurement heads
  • Category managers
  • Sourcing consortium professionals
  • Industry experts and thought leaders
  • Procurement managers
  • Category heads of suppliers
  • Client account heads/managers
  • Client and industry consultants

Secondary research

  • Industry journals and reports
  • Periodicals and new articles
  • Category webinars
  • Internal categiry playbooks
  • Industry and government websites on regulations and compliance
  • Internal databases
  • Industry blogs/thought leader briefings



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