미디어 기획 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the media planning market size was valued at USD 5.99 billion in 2025 and is estimated to grow from USD 6.64 billion in 2026 to reach USD 11.35 billion by 2031, at a CAGR of 11.32% during the forecast period 2026-2031.

This report is Segmented by Organization Size (Large Enterprises, and Small and Medium-Sized Enterprises), Planning Objective (Reach and Frequency Planning, Budget Allocation and Scenario Planning, and More), End-User Industry (Retail and E-Commerce, Media and Entertainment, Healthcare and Life Sciences, Travel and Hospitality, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Global Media Planning Market Trends and Insights

Shift Toward Algorithmic and Programmatic Planning

Algorithmic decision-making has become a central part of media planning rather than a limited trial capability. The IAB reported that AI-related priorities accounted for 5 of the 6 leading areas of focus for advertisers and agencies in 2026, including systems that can plan, activate, and optimize campaigns with limited human intervention. The change shifts planners toward reviewing model outputs, assessing data quality, and setting inventory and attribution rules. This is important for the Media Planning Market because the value of planning software increasingly depends on its governance rather than just its ability to automate tasks. Agency groups are increasingly combining planning, strategy, and audience development within centralized technology architectures. Companies that can make automated decisions understandable and controllable should be better positioned as media buyers rely more heavily on agent-based workflows.

Expansion of Retail Media and Commerce Media Inventories

Retail media has become a planning requirement because it combines consumer data, advertising inventory, and purchase signals. Its expansion has moved retail media beyond a narrow channel-diversification role and into routine planning decisions. The growing use of off-site inventory requires planners to consider retail media across connected TV, social media, and programmatic channels. Planners in the Media Planning Market, therefore, need to consider retail media as a full-funnel channel rather than just a search activity on a retailer's website. Industry efforts to distinguish measurable retail and commerce media from traditional trade spending provide a clearer basis for measurement and reporting. The growing number of networks also requires more careful evaluation of inventory quality, audience access, and the ability to compare results across platforms.

Signal Loss From Privacy Regulation and Cookie Deprecation

Privacy requirements continue to limit the data available for targeting, measurement, and frequency management. The impact is most visible where consent requirements limit audience matching and the use of data across platforms. For Media Planning Market participants, lower match rates can make audience estimates less certain and make frequency controls less precise. Investment in first-party data and consent systems can also compete with working media budgets. These issues can delay platform investments until buyers establish durable data rights and operating rules. The restraint is especially relevant for businesses that need to compare campaigns across several regulated environments.

Other drivers and restraints analyzed in the detailed report include:

1. Fragmentation Across Connected TV, Audio, and Creator Channels
2. Need for Unified Reach and Frequency Across Cross-Platform Campaigns
3. Measurement Fragmentation Across Walled Gardens

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Large enterprises held 63.92% of the Media Planning Market share in 2025. Their scale supports investment in enterprise planning systems, advanced measurement suites, and custom AI integrations. These buyers often operate through global agency networks or mature in-house teams that manage extensive omnichannel budgets. This concentration sustains demand for systems that integrate data, planning, activation, and measurement. Omnicom introduced its next-generation Omni platform in January 2026 to integrate data, identity, AI, media planning, commerce activation, and measurement.

Small and medium-sized enterprises are projected to record the highest growth at a 12.41% CAGR from 2026 to 2031. Self-service programmatic tools and AI-supported planning services reduce the need for an agency intermediary for routine campaign construction. This makes structured planning more accessible to smaller advertisers that previously relied on separate channel tools. Software that turns a brief into a draft plan and offers accessible pricing supports this Media Planning Market buyer group. Providers that combine clear workflows with self-service access can address this broader buyer base without requiring the cost structure of an enterprise implementation.

Complete Report Scope:

• By Organization Size
  • Large Enterprises
  • Small and Medium-Sized Enterprises
• By Planning Objective
  • Reach and Frequency Planning
  • Budget Allocation and Scenario Planning
  • Audience Planning
  • Customer Journey Planning
  • Share of Voice (SOV) Planning
• By End-User Industry
  • Retail and E-commerce
  • Media and Entertainment
  • Healthcare and Life Sciences
  • Travel and Hospitality
  • Consumer Goods
  • Other End-User Industries (BFSI, Education, Automotive and IT and Telecom amongst Others)
• By Geography
  • North America
    • United States
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Chile
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia-Pacific
  • Middle East
    • United Arab Emirates
    • Saudi Arabia
    • Qatar
    • Rest of Middle East
  • Africa
    • South Africa
    • Egypt
    • Nigeria
    • Rest of Africa

Geography Analysis

North America held 36.38% of the Media Planning Market share in 2025. The region has a mature programmatic ecosystem and a high concentration of global media holding companies. The November 2025 Omnicom acquisition of Interpublic concentrated media investment planning within a smaller number of larger organizations. Canada and Mexico are adding to regional demand through expanding digital advertising activity, though currency and tariff-related uncertainty make scenario planning more relevant. Continuing investment in data, AI, and connected-TV measurement strengthens the Media Planning Market's role in the region.

Europe is a stable but complex region because consent requirements affect data availability, and joint industry measurement bodies remain important. France and Germany are adopting AI-supported planning infrastructure. MiQ deployed its Sigma AI tool in France in February 2026 for planning across linear TV, streaming TV, YouTube, and social media. Local Media Planning Market systems must combine precision with GDPR-compliant data practices. South America, led by Brazil, is seeing wider adoption of programmatic planning as digital advertising measurement becomes more formalized and global agency platforms expand locally.

The Middle East is projected to grow at a 12.12% CAGR from 2026 to 2031. The MENA digital advertising sector reached USD 8.185 billion in 2025, rising 17.8% year over year, according to IAB MENA. Retail media grew by as much as 40.5% in 2025, while connected TV grew 31%, raising the need for planning tools that support more than social-led campaigns. Saudi Arabia and the UAE are supporting demand as economic diversification expands the advertiser base outside oil-related activity. Asia-Pacific presents a major opportunity, with China, Japan, India, South Korea, and Australia each having distinct advertiser needs.

1. WPP plc
2. Publicis Groupe S.A.
3. Omnicom Group Inc.
4. Dentsu Group Inc.
5. The Interpublic Group of Companies, Inc.
6. Havas N.V.
7. Stagwell Inc.
8. Hakuhodo DY Holdings Inc.
9. Horizon Media, Inc.
10. Mediaocean LLC
11. Nielsen Holdings plc
12. Kantar Group Limited
13. Comscore, Inc.
14. Basis Global Technologies, Inc.
15. The Trade Desk, Inc.
16. PubMatic, Inc.
17. Magnite, Inc.
18. GWI Ltd.
19. Keen Decision Systems, Inc.
20. Genidox Inc.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Shift Toward Algorithmic and Programmatic Planning
  • 4.2.2 Expansion of Retail Media and Commerce Media Inventories
  • 4.2.3 Fragmentation Across Connected TV, Audio, and Creator Channels
  • 4.2.4 Need for Unified Reach and Frequency Across Cross-Platform Campaigns
  • 4.2.5 Media Brief Compression from Generative AI Co-Pilots
  • 4.2.6 Budget Reforecasting Pressure from Tariff-Driven Demand Volatility
• 4.3 Market Restraints
  • 4.3.1 Signal Loss From Privacy Regulation and Cookie Deprecation
  • 4.3.2 Measurement Fragmentation Across Walled Gardens
  • 4.3.3 Planning Talent Shortage in Agentic and Incrementality-Based Workflows
  • 4.3.4 Inventory Quality Risk Across Retail Media and Creator Marketplaces
• 4.4 Impact of Macroeconomic Factors on the Market
• 4.5 Industry Value-Chain Analysis
• 4.6 Technology Outlook
• 4.7 Regulatory Landscape
• 4.8 Porter's Five Forces Analysis
  • 4.8.1 Threat of New Entrants
  • 4.8.2 Bargaining Power of Suppliers
  • 4.8.3 Bargaining Power of Buyers
  • 4.8.4 Threat of Substitutes
  • 4.8.5 Intensity of Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Organization Size
  • 5.1.1 Large Enterprises
  • 5.1.2 Small and Medium-Sized Enterprises
• 5.2 By Planning Objective
  • 5.2.1 Reach and Frequency Planning
  • 5.2.2 Budget Allocation and Scenario Planning
  • 5.2.3 Audience Planning
  • 5.2.4 Customer Journey Planning
  • 5.2.5 Share of Voice (SOV) Planning
• 5.3 By End-User Industry
  • 5.3.1 Retail and E-commerce
  • 5.3.2 Media and Entertainment
  • 5.3.3 Healthcare and Life Sciences
  • 5.3.4 Travel and Hospitality
  • 5.3.5 Consumer Goods
  • 5.3.6 Other End-User Industries (BFSI, Education, Automotive and IT and Telecom amongst Others)
• 5.4 By Geography
  • 5.4.1 North America
    • 5.4.1.1 United States
    • 5.4.1.2 Canada
    • 5.4.1.3 Mexico
  • 5.4.2 South America
    • 5.4.2.1 Brazil
    • 5.4.2.2 Argentina
    • 5.4.2.3 Chile
    • 5.4.2.4 Rest of South America
  • 5.4.3 Europe
    • 5.4.3.1 Germany
    • 5.4.3.2 United Kingdom
    • 5.4.3.3 France
    • 5.4.3.4 Italy
    • 5.4.3.5 Spain
    • 5.4.3.6 Rest of Europe
  • 5.4.4 Asia-Pacific
    • 5.4.4.1 China
    • 5.4.4.2 Japan
    • 5.4.4.3 India
    • 5.4.4.4 South Korea
    • 5.4.4.5 Australia
    • 5.4.4.6 Rest of Asia-Pacific
  • 5.4.5 Middle East
    • 5.4.5.1 United Arab Emirates
    • 5.4.5.2 Saudi Arabia
    • 5.4.5.3 Qatar
    • 5.4.5.4 Rest of Middle East
  • 5.4.6 Africa
    • 5.4.6.1 South Africa
    • 5.4.6.2 Egypt
    • 5.4.6.3 Nigeria
    • 5.4.6.4 Rest of Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global Level Overview, Market Level Overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 WPP plc
  • 6.4.2 Publicis Groupe S.A.
  • 6.4.3 Omnicom Group Inc.
  • 6.4.4 Dentsu Group Inc.
  • 6.4.5 The Interpublic Group of Companies, Inc.
  • 6.4.6 Havas N.V.
  • 6.4.7 Stagwell Inc.
  • 6.4.8 Hakuhodo DY Holdings Inc.
  • 6.4.9 Horizon Media, Inc.
  • 6.4.10 Mediaocean LLC
  • 6.4.11 Nielsen Holdings plc
  • 6.4.12 Kantar Group Limited
  • 6.4.13 Comscore, Inc.
  • 6.4.14 Basis Global Technologies, Inc.
  • 6.4.15 The Trade Desk, Inc.
  • 6.4.16 PubMatic, Inc.
  • 6.4.17 Magnite, Inc.
  • 6.4.18 GWI Ltd.
  • 6.4.19 Keen Decision Systems, Inc.
  • 6.4.20 Genidox Inc.

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-Space and Unmet-Need Assessment