Valuation Resources

Digital Marketing and Advertising Services

SIC 7311  |  NAICS 541810 & 519130

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

See the following sections listed below to view available resources by category:

For guides to other industries, see our index of over 400 industries.

Industry Analysis, Trends, Statistics, and Forecasts

Digital Advertising Agencies  (view report)
Search Engines  (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. Topics addressed in the reports include:

Third Door Media, Inc.
Marketing Land / MarTech Today / Search Engine Land
https://thirddoormedia.com/

Online trade publications cover all aspects of the digital marketing industry, with daily news coverage including breaking stories, industry trends, feature announcements, and recent changes at platforms used by digital and search marketers to reach consumers online. All articles are available free online, with daily newsletter subscriptions for all three of these publications available with e-mail registration.


PricewaterhouseCoopers LLP
IAB Internet Advertising Revenue Report
https://www.iab.com/

Semiannual report provides an analysis of internet ad revenue trends based on a survey of firms that generate internet/online/mobile ad revenue, including ad networks and exchanges, consumer online services, websites, e-mail providers, mobile devices, and other companies selling online ads, as well as other publicly available corporate information. Current and prior reports can be viewed free online.


SEMPO, Inc.
State of Search Marketing Survey
https://www.sempo.org/

Annual survey provides a detailed analysis of the search and digital marketing industries, with topics covered in the survey including organic search engine optimization, click fraud awareness/concerns, search engine advertising investment/price elasticity, resource allocation, and future feature desires. Survey report is available only to SEMPO members and organizations that participated in the survey.


Econsultancy
Internet Statistics Database: Advertising Statistics
https://econsultancy.com/

Subscription service provides a comprehensive compilation of statistics and research including data, facts, charts, and figures for use in presentations and reports and understanding the marketplace as a whole. Geographic regions for which information is available include North America, Latin America, United Kingdom, Europe, Asia, MENA (Middle East/North Africa), and ANZ (Australia/New Zealand).


GIA Research
Digital Advertising and Marketing
https://www.strategyr.com/

Comprehensive market research report provides a detailed analysis of this service sector in the U.S. and selected other countries, with information provided including historical and forecast ad spending by mode/format (e.g., search, display, and other modes/formats) and end-use market (e.g., financial services, automotive, entertainment and media, retail, telecommunication, and other market sectors).


Technavio
Online Advertising Market Analysis
https://www.technavio.com/

In-depth research reports provide a detailed analysis of the market for this service sector on a global and regional basis by category, type, device/display, and platform, with service segments addressed separately in individual reports including ad spending by application, internet ad spending, mobile ad markets, programmatic display advertising, online classified ad platforms, and digital retail marketing.


BizMiner
Market Analysis Report
https://www.bizminer.com

Market analysis report provides industry statistics for a user-defined area on a national, state, county, metro area, or zip code level, with data provided including number of companies, market volume and sales trends, average company sales, sales per employee, staffing and employment trends, average employee wage, and business start up activity and failure rates. Sample report can be viewed online.



Financial Statements and Financial Ratios

BizMiner
Industry Financial Ratios
Advertising Services / Internet Publishing, Broadcasting, and Search Portals
https://www.bizminer.com  Search for "541810" and "519130" to see reports for specific services
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 including:

IBISWorld
Digital Advertising Agencies
(see links for individual reports)

Financial benchmarking section of this report provides an analysis of industry income and expenses as a percentage of revenue for companies that create digital advertising campaigns for various types of digital media, with services commonly provided including digital display advertising, search engine optimization/marketing, social media optimization/marketing, and email/mobile messaging marketing.



Compensation and Salary Surveys

Robert Half International Inc.
Creative & Marketing Salary Guide
https://www.roberthalf.com/

Annual salary guide provides compensation data for advertising and marketing personnel in the U.S. and Canada, with various positions covered by the survey including media director, digital marketing manager, e-commerce marketing manager, digital community manager, SEO/SEM specialist, social media manager, and e-mail marketing specialist. Publication is available free online with registration.


PayScale, Inc.
Internet Advertising
https://www.payscale.com/

Free online service provides salary, bonus, and hourly wage data for job positions in this sector such as account executive, account manager, software engineer, data scientist, web developer, film/video editor, and graphic designer, with employers for which wage data is provided including Amazon, Inc., Google, LLC, Facebook, Inc., Cars.com, Inc., Yelp, Inc., AppNexus, Inc., and Quantcast Corporation.



Business Valuation Resources

BVMarketData
www.bvresources.com
Private company sales transaction data for over 800 industries.



Related Industries:
Advertising Agencies
Call Centers and Telemarketing Services
Direct Mail Advertising Services
E-commerce and Online Stores

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