The global advertising market is expected to reach approximately $505 B in 2013, representing a 3.5% growth rate. Digital advertising is the fastest growing segment within advertising, and within that segment, mobile is the fastest growing segment of Internet advertising with a projected 67% growth rate.
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The merger of advertising giants would have more than 130,000 employees and will represent the number one advertisement firm with Omincom $14.2 B and Publicis $8.8, the combined revenue of $23B based on 2012 numbers. This surpasses the currently largest revenue producer WPP with $15.95B. Coming in at a current fourth place is Interpublic Group at $6.96B.
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This research evaluates the proposed merger between Omnicom and Publicis including challenges, synergies, market opportunities, and recommendations for the combined company as it seeks to leverage its assets to obtain a greater stake in the digital advertising market. Recommendations include market focus, strategy, partnering, and acquisitions.
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