MARKET SUMMARY
1.1 Presentation and definition of the online advertising market
According to emarketing.fr , 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 ...
DEMAND ANALYSIS
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 ...
MARKET STRUCTURE
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 ...
ANALYSIS OF THE OFFER
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 ...
RULES AND REGULATIONS
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 ...
POSITIONING OF THE ACTORS
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?
- What are the figures on the size and growth of the market?
- What is driving the growth of the market and its evolution?
- What are the latest trends in this market?
- What is the positioning of companies in the value chain?
- How do companies in the market differ from each other?
- Access company mapping and profiles.
- Data from several dozen databases
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Reviews (1)
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