Media Buying and Planning Procurement Intelligence: A Closer Look
The media buying and planning category is projected to witness growth at a CAGR of 5.2% from 2023 to 2030. In 2022, North America dominated the global category and held a share of 38% of the global market. Growth in this region is attributed to a high concentration of network agencies, centralized contracts, extensive geographical presence, and high technological adoption. In addition, the increasing use of social media, online platforms, and streaming services is leading to a surge in demand for the category in this region. In 2022, Europe accounted for the second-largest share of the global market. Key factors driving the European market include a surge in e-commerce channels, deployment of cloud-based & SaaS solutions in media planning software, and presence of key service providers. Asia Pacific is anticipated to witness the fastest growth rate during the forecasted period. Key drivers supporting the growth of this region include rising technological penetration, increasing co...