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Summary of our market study
French online advertising market estimated at between €4.5 and €5 billion
Digital advertising represents over 50% of the global advertising market, a significant increase, and is worth more than $210 billion.
In France, the market has more than doubled in just a few years, and is dominated by Google and Facebook, who control 80% of the market.
Programmatic advertising has become increasingly widespread, and holds 62% of the digital display advertising market.
Mobile advertising accounts for 67% of the display market, andrevenues from social display exceed one billion euros.
In just a few years, video advertising has grown from 67 million euros to 847 million.
11% of French Internet users use ad-blocking software.
Investment in search engines is between 2 and 2.5 billion euros.
Affiliate marketing, comparison shopping and emailing collectively generate sales of around 700 to 800 million euros.
Online advertising via cell phones is a major trend in the European market.
The pioneers and forerunners of online advertising.
- Alphabet-Google
- Amazon
- Yahoo! and Microsoft Advertising
- SoLocal: formerly "Les pages Jaunes" (Yellow Pages)
- Ad Tech companies: The Moneytizer, Adverline, Tradelab, Adot, Smart Ad Server, Criteo
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Summary and extracts
1 Market overview
1.1 Market overview and definition
Online advertising, or digital advertising, or online advertising, covers all advertising communications carried out on the internet.
Globally, the market has seen very strong growth between 2015 and 2020 (+182%). This growth is being driven, among other things, by increased use of social media, developments in 5G and the Internet of Things, and massive investment in online advertising by multiple sectors. Growth in online advertising is set to continue in the coming years, at a compound annual growth rate (CAGR) of 9.1% until 2026.
The global market is largely dominated by the United States, which accounts for almost half of all online advertising spending. As for the French national market, online advertising is also growing in line with the general trend,with nearly 50% growth in 2023 compared to 2019.
The online advertising market can be divided into 4 segments with different weights and growth dynamics: Search, Social, Display and Affiliation, emailing and comparators.
The French online advertising market is characterized by the strong dominance of the digital giants, with 5 companies accounting for more than half of revenues, and by higher spending than for so-called "traditional" advertising. At a time when more and more French people are making purchases on the Internet and being influenced by online advertising, growing consumer concerns about data collected on the Internet, as well as increasingly restrictive regulations, are having a negative impact on the sector.
1.2 Global market growth
The following graph shows the evolution of online advertising market size between **** and ****, as well as forecasts for the years **** to ****. We can see that the global market experienced very strong growth between **** and ****, with an increase of ***% over the period. The increase in **** compared to **** is **.*%. What's more, this strong ...
1.3 The booming French market
The French digital advertising market has been growing steadily for almost a decade. Between **** and ****, the sector's sales rose by ***%, from *.* billion euros to *.* billion euros. Particularly in recent years, it has grown by **% between **** and **** to reach its current size of *.* billion euros.
National online advertising market size France, **** - ...
2 Demand analysis
2.1 Online shopping, a major determinant of demand
A total of **% of French Internet users made online purchases in ****, of whom **% occasionally (***). Only *% of French people almost never make an online purchase.
Frequency of online purchases by the French France, ****, in Source: ****
The French consider online shopping to be relatively safe. Indeed, compared to ****, concern about online scams has ...
2.2 Consumers and online advertising
**% of Internet users click most often on Google Ads (***).
What's more, it's interesting to note that it's mainly the under-**s who click on organic ads (***).
Consumers and Google search engine optimization France, ****, in Source: ****
The Azerion study, the results of which are published on Comarketing-news, shows that of the *,*** French ...
2.3 Focus on social network users
Social networks are a major vector for online advertising. That's why it's interesting to take a look at social network users.
Differences by age
Logically, the **-** age group are the most active users of social networks, reaching the highest percentages of users of the social networks we have selected. Facebook ...
2.4 Consumer concerns about data collected on the Internet
Online advertising and digital marketing in general use targeting to improve campaign performance and profitability. This targeting, which enables personalized advertising, relies in particular on the collection of personal data[***], accelerated in part by scandals such as Canbridge Analytica. this concern is holding back the growth of online advertising.
Overall, according ...
2.5 B2B demand: digital advertising leads advertisers' spending
Advertiser spending on digital advertising has overtaken traditional advertising spending since ****. Other media (***) still account for the bulk of advertising spend, with **% of total expenditure.
Breakdown of advertising spend: traditional vs. digital France, ****, in Source: ****
*Here, the * media refer to press, television, radio, outdoor advertising and cinema.
However, the share ...
3 Market structure
3.1 Sector organization
Below is a simplified diagram of the online advertising sector:
Source: ****
Digital advertising campaigns are commissioned by an advertiser, who is then the client of a digital advertising medium, segmented here into four categories: Search Engines, Social Media, Display and Affiliate/E-mailing/comparators. Advertising media are the communication channels used to ...
3.2 The digital advertising market dominated by the digital giants
A handful of digital giants dominate the digital advertising market in France. Indeed, in ****, * groups (***).
Digital advertising market share breakdown France, ****, in Source: ****
What's more, the market shares of these digital giants are on the rise. Google, YouTube, Facebook, Amazon and Twitch accounted for **% of the market in ****, rising to **% in ...
3.3 Different types of online ad delivery
There are a multitude of ways to distribute online advertising. The main ones are described below:
Search
Search is the set of techniques used to position commercial offers, websites, mobile applications or other content (***) favorably on search engine response pages.
We can distinguish between two types of search distribution:
Classic search: ...
4 Offer analysis
4.1 Offer typology
Compensation models for digital advertising :[***]
CPM (***): this is the price per *,*** displays in an advertising space. The advertiser pays a set amount each time the ad is seen by *,*** visitors accessing the site where the ad is hosted.
CPC (***): with this remuneration method, the advertiser pays the ad host for each ...
4.2 Supply trends
Segmented TV
Segmented TV refers to advertising targeting, technically made possible by the digitization of television broadcasting (***). This data can be used to personalize advertising messages by segmenting the audience. This practice was prohibited in France until the decree of August *, ****.
In ****, *.* million households were eligible for segmented TV, today there ...
5 Regulations
5. Regulations
Personal data security:
Initially, it was the French Data Protection Act of January *, **** that provided a legal framework for the protection of personal data in France. In the European Union, the General Data Protection Regulation (***). On April *, **** the CNIL published a new version of its RGPD guide. The main changes relate ...
6 Positioning the players
6.1 Segmentation
Source: ****
- Meta (anciennement Facebook)
- Solocal
- Adverline
- Tradelab Jellyfish (Fimalac Groupe)
- Criteo
- Local Media (Admoove)
- Spotify
- Deezer
- Youtube
- Carrefour Groupe
- Kwanko
- Rakuten
- Microsoft
List of charts presented in this market study
- Global online advertising market size
- Market share trends for the top 3 players in the digital advertising market
- National online advertising market size
- Market shares of the various segments in the online advertising market
- Growth rates by segment
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Latest news
Maurice Lévy unveils his recovery plan for Solocal, ex-Pages Jaunes - 05/07/2024
- Sales in 2023: 360 million euros, down 10%
- Net loss in 2023: 46 million euros. Workforce: 2,750 employees.
Spotify to French rightsholders up 13% in 2023 - 01/05/2024
- In 2023, Spotify paid out more than **253 million euros** to French rights holders.
- - 13% growth on the previous year (approximately 225 million in 2022).
- - The French recorded music market grew by just 6%, according to SNEP.
- - Independent artists, labels and distributors receive over 65% of Spotify's total revenue.
- - Worldwide, independents accounted for half of Spotify's €9 billion payout to the industry in 2023.
- - Tracks by French artists made up 71% of the daily Top 50 in France on Spotify in 2023.
- - French artists were discovered around 4.8 billion times on Spotify internationally in 2023.
- - More than half of the revenue generated by French artists in 2023 came from international sources.
- - Aya Nakamura is cited as the most exported French artist on Spotify.
Solocal: agreement in principle to be acquired by Ycor from former Pages Jaunes - 15/04/2024
- Agreement in principle for a restructuring including an equity contribution of 43 million euros.
- - Reduction of Solocal's existing gross bond debt by around 85%.
- - Solocal claims 260,000 customers.
Criteo under pressure from activist Petrus Advisers - 23/02/2024
- - Petrus Advisers owns 5.5% of the French company Criteo.
- - Criteo reported net earnings of $55 million, an increase of 402%.
Carrefour has switched to the more dynamic franchising model - 21/02/2024
- - Carrefour has passed the tipping point towards a model based increasingly on franchising.
- - By 2023, half of its sales in France will come from franchised or leased stores.
- - As part of this strategy, Carrefour has added 653 neighbourhood stores by the end of 2023.
- - In 2023, Carrefour recorded sales of €94.13 billion, up 10.4% on the previous year.
- - Carrefour-branded products now account for 36% of food sales, up from 33% in 2022.
- - Carrefour's e-commerce sales volume rose by 26% to 5.3 billion euros (+16% in France).
- - Carrefour plans to acquire 60 Cora hypermarkets and 115 Match supermarkets for a hefty billion euros in 2024.
Rakuten and PriceMinister's transformation into the e-commerce cashback leader - 19/02/2024
- - 10 million visitors per month to the brand's website in France
- - 70 subsidiaries for the conglomerate
- - 13 billion euros in sales by 2023
- - Purchase of PriceMinister in 2010 for 200 million euros
- - Break-even point for Rakuten France reached by end 2023
- - Amazon became France's leading non-food retailer in 2016
- - Rakuten has 13 million members and 12,000 third-party sellers
- - 150 million items on offer
- - Second-hand products account for almost half of Rakuten France's sales
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