Overview
The advertising industry is undergoing rapid transformation, driven by technological advancements, shifting consumer behaviors and the proliferation of digital platforms. Marketers are continually adapting to capture consumer attention and generate ROI in an increasingly crowded and fragmented media landscape. Emerging trends such as the integration of advertising and artificial intelligence, the rise of programmatic advertising and the growing importance of data privacy are reshaping the way brands connect with audiences.
How we help
L.E.K. Consulting has extensive experience across the advertising ecosystem, addressing the needs of key stakeholders, including:
Advertising agencies — both traditional and performance-based: We assist in navigating the shift from traditional to advertising digital media, optimizing media planning and buying processes, and enhancing campaign effectiveness through optimized advertising strategies.
AdTech/programmatic advertising intermediaries and enablers: Our team provides guidance on leveraging technology to automate media buying, thereby improving targeting precision and maximizing ROI.
Retail media advertising: We develop strategies for retailers to monetize their platforms through advertising, creating new revenue streams and enhancing customer engagement.
Out-of-home (OOH) media: We offer insights into integrating digital technologies with traditional OOH advertising, enabling dynamic content delivery and real-time audience measurement.
Connected TV (CTV): Our expertise helps clients capitalize on the convergence of television and digital advertising, optimizing ad placements and measuring performance across platforms.
Digital media companies: We support digital publishers and platforms in developing monetization strategies, enhancing user experience and navigating regulatory challenges.
Other software and services: We provide strategic advice to companies offering ancillary services, such as analytics platforms and creative tools, ensuring they meet the evolving needs of advertisers.
Examples of our work
L.E.K. Consulting has a proven track record of supporting clients in the advertising industry. Select examples of our work include:
Connected TV (CTV) advertising solutions strategy: Developed a comprehensive CTV advertising strategy for a leading international television broadcaster, resulting in a 25% increase in ad revenues within the first year.
Commercial due diligence on a leading end-to-end DSP/SSP: Conducted thorough due diligence for a client considering the acquisition of a demand-side platform (DSP) and supply-side platform (SSP) provider, identifying key growth opportunities and potential risks.
Post-merger integration for a global independent CTV and video advertising platform: Led the integration process following a major acquisition, streamlining operations and achieving projected synergies ahead of schedule.
Development of ad-supported (AVOD) service tier: Assisted a leading video streaming service in launching an ad-supported tier, attracting a new segment of cost-sensitive consumers and increasing overall subscriber growth by 15%.
Market study for a DSP serving independent advertising agencies and SMBs: Provided a comprehensive market analysis, enabling the client to tailor their offerings to better meet the unique needs of independent advertising agencies and small to medium-sized businesses.
Multiple buy- and sell-side projects on transactions involving affiliate marketing providers: Advised clients on both sides of transactions, ensuring informed decisions and successful outcomes in the affiliate marketing space.
Commercial due diligence on a leading outsourced placement partner: Evaluated the market position and growth prospects of an outsourced ad placement company, guiding the client's investment strategy.
Multiple diligence studies on agency management software platforms: Conducted in-depth analyses of agency management tools, assessing their capabilities and fit within clients' operational frameworks.
Retail media strategy development for a leading US retailer: Crafted a retail media advertising strategy that leveraged the retailer's digital assets, resulting in a new revenue stream and enhanced customer engagement.
Sell-side market study on a digital analytics and marketing measurement provider: Prepared a market study to support the sale of a digital analytics firm, highlighting its competitive strengths and market opportunities.
Through our deep industry expertise and rigorous analysis, L.E.K. Consulting empowers clients to navigate the complexities of the advertising consulting landscape, driving growth and achieving sustainable competitive advantage.
