Content of the study:
The Online Advertising - France

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1.1 Presentation and definition of the online advertising market

According to , online advertising, or digital advertising, or online advertising includes all advertising communication actions carried out on the Internet

There are two main types of actions

  • display advertising, which consists in inserting messages, banners, buttons, advertising communication videos for an advertiser on websites,
  • search advertising, which works with hyperlinks leading to an advertiser's website, offered to the Internet user when a request is made via a search engine

Online advertising purchases were made in different ways:

- through a classic contract specific to a communication operation, between advertiser and advertising network for example

- through auctions, say" real time bidding or RTB . This method has been in existence since 2000 But lately, it has been programmatic purchasing, a derivative that allows more complex mechanics to develop

The online advertising market has never performed as well in France as it does today, but it is now threatened by the popularity of advertising blockers since the use of blocking software has been constantly increasing since the creation of AdBlock Plus, for example

1.2 The growth of the global market

The graphic below illustrates the evolution of the amount of global spending on digital advertising from **** to **** with forecasts to ****

It should be noted that this figure has risen from ***.** billion dollars in **** to ***.* billion dollars in **** and is expected to be $***.** billion by ****.

In addition, according to a study conducted ...

1.3 The booming French market

The market in figures

According to the **** e-pub Observatory report, produced by the Syndicat des Régies Internet (***)

The graphic below illustrates the evolution of the value of the digital advertising market in France from **** to ****

In addition, the same source indicates that the main trends on the French market are ...


2.1 Companies represent the main market demand

The online advertising market is mainly aimed at advertisers

The graphic the following shows the number of companies that used online paid advertising via search engines, social media and other websites in France in ****

On the whole, **,*** companies from a wide variety of categories used online paid advertising in ****

2.2 Advertisers make extensive use of social displays

Many companies use social networks to advertise their ads

The graphic below illustrates the distribution of social networks favoured by community managers in France to distribute advertising in ****

In ****, **% of community managers surveyed used Facebook to deliver advertising, followed by Instagram (***)

2.3 Demand for mobile advertising drives overall demand

It can be seen that the demand for online advertising in France and other European countries is nowadays very much oriented towards mobile content

The graphic below illustrates the ranking of countries where the number of mobile advertising requests has increased the most year-on-year in Europe in the second half of ...

2.4 Préoccupations des consommateurs à l'égard des données collectées sur internet

La publicité en ligne et le marketing digital en général utilisent le ciblage pour améliorer la performance et la rentabilité des campagnes. Ce ciblage, permettant de faire de la publicité personnalisée, repose notamment sur la collecte des données personnelles [***], en partie accélérée par ...

2.5 La demande B2B : la publicité digitale en tête des dépenses publicitaires des annonceurs

Les dépenses des annonceurs en publicité digitale ont dépassé les dépenses publicitaires traditionnelles depuis ****. Les autres médias (***) concentrent encore la majeure partie des dépenses publicitaires, avec **,*% des dépenses totales.

Répartition des dépenses publicitaires : traditionnelles vs numériques France, ****, en % Source: ****

*Ici les ...


3.1 A highly concentrated market in France

The online advertising market is highly concentrated in France . Google, Facebook, and to a lesser extent, Amazon, are the undisputed leaders and trust the market

According to the **** report of the e-pub Observatory, produced by the Syndicat des Régies Internet (***) with PwC and Udecam, whose data are taken from The ...

3.2 The different types of online advertising

Within online advertising, there are various ways to implement it. We can mention in particular:

The search via search engines (***) The display programmatic or non-programmatic via banner ads, video ads, social media, classified ads Marketing Definitions indicates that" the programmatic purchase for digital display spaces is most often done by auction ...

3.3 Extremely variable prices

The price of online advertising varies considerably according to the type of product (***).

The Fabrique du net indicates that for an advertising banner, the economic cost is:

The CPM (***), each time the banner is displayed on a screen, a printout is counted Sales prices explain that in France, the average cost ...


4.1 The video display in full expansion

The graphic below indicates the evolution of investment in online video advertising in France between **** and **** in millions of euros. Thus, this figure has risen from ** million in **** to *** million in ****

4.2 The threat of anti-advertising software

More and more consumers are complaining about the amount of advertising they encounter online and some systems have been developed to "block" some forms of online advertising

The online advertising market is therefore threatened by the use of blocking software, which is constantly increasing

The graphic below illustrates the proportion of ...


5.1 A recent and still weak regulation

In terms of regulation, online advertising is often praised for its advantage in accurately targeting consumers, which means that privacy legislation has a direct impact on the targeting methods of advertising agencies and advertisers

The Tribune explains that the empowerment of digital advertising professionals is the main challenge, in order to ...


6.1 Segmentation

Market leaders :

Alphabet-Google Facebook Amazon

Market challengers:

Yahoo! Microsoft Advertising SoLocal Pinterest The Moneytizer Adverline Tradelab Adot Smart Criteo Local Media Mistral Media Andrea Media

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What is in this market study?

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The robotics market - France

Publicado en 01/08/2022 by Clement Girard

It covers the market and cites very interesting sources The study is well up to date with the information that can be found It is a precious time saver

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