The Online Advertising - France

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.