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Internet Marketing and Advertising Services

SIC 7311 & 7331 | NAICS 541810 & 541860

The following guide to industry analysis, trends, and statistics provides sources for industry news and information, market research reports, financial ratios, salary surveys, and more.

For guides to other industries, see our index.

Industry Analysis, Trends, Statistics, and Forecasts

Online Advertising Services  (view report)
SEO & Internet Marketing Consultants  (view report)

Comprehensive market research reports provide in-depth industry analysis and five-year forecasts, with special focus on the underlying structure and external forces and relationships that affect industries and their performance. Report contents include:

  • Market size and characteristics
  • Key statistics and ratios
  • Current performance
  • Operating conditions
  • Competitive landscape
  • Major companies
  • Five-year growth forecast

Information resources available from this organization include:

Internet Statistics Compendium: Advertising Statistics
Internet advertising section of this report includes information on market size and growth trends, advertising formats, view-through and response rates, brand metrics, targeting, advertising rates and networks, and more. Detailed table of contents and selected excerpts from the report are available online.

SEMPO State of Search Marketing Report
Annual report provides detailed analysis of SEO, paid search, and social media marketing, with topics covered including types of marketing carried out by companies and agencies, objectives and metrics, budgets, social media and search trends, and more. Prior editions can be viewed free online.

First Research
Digital Advertising Services

First Research profiles provide analysis, statistics, and forecasts for a wide range of industries, with content sections including industry overview, recent developments, issues and challenges, business trends and opportunities, leading companies, executive insights, financial benchmarking information, and 5-year revenue growth forecast. Profiles are updated monthly; sample report is available online.

Mintel Group Ltd.
Internet Advertising - US
Market research report provides in-depth analysis of the U.S. internet advertising business, with topics covered including market size and forecast, market segmentation (e.g., online, mobile, search, display) and drivers, competitive context, response to ads, conversion and purchasing, and more. Detailed table of contents which includes key points from the report can be viewed free online.

Ken Research
U.S. Online Advertising Industry Growth and Forecast
Research report provides a detailed analysis of the U.S. online advertising business, with topics covered including online revenue models, market size, quarterly performance, online advertising by category, competitive landscape, macroeconomic environment, driving forces, future outlook, and company profiles. Executive summary and table of contents can be viewed free online.

Financial Ratios and Benchmarking Data

Industry Financial Ratios
Advertising Agencies  Search for "541810"

Five-year financial statement analysis includes income statements, balance sheets, and key financial ratios, with data available by sales size range on a national, state, and metro area level.

  • Income and expense detail in dollars and percentages
  • Balance sheets in dollars and percentages
  • Cash flow analysis
  • Liquidity and working capital ratios
  • Profitability and return on investment ratios
  • Asset turnover and efficiency ratios
  • Capital structure and debt service ratios

First Research
Digital Advertising Agencies

Financial information section of these profiles includes common-size income statement and balance sheet data and key financial ratios for the most recent annual reporting period, with average financial measures reported for all companies and by sales size range for small (under $5 million), medium ($5 million to $50 million), and large companies (over $50 million). Sample report can be downloaded and viewed online.

More Resources ››

Compensation and Salary Surveys

Salary Survey
Biennial survey provides compensation and benefits data for search engine optimization (SEO) and marketing (SEM) personnel, with compensation data broken out by discipline, job function, level of experience, and geographic region. Surveys from prior years can be can be viewed free online.

More Resources ››

Business Valuation Resources

AdMedia Partners
Merger and Acquisition Prospects for Media, Marketing Services, and Related Technology Firms
Annual survey provides senior executive insights on expectations for merger and acquisition activity, with topics covered including strategic versus financial buyers, EBITDA valuation multiples, areas of interest for expansion, and planned merger and acquisition activities. Complete survey is available free online.

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