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Summary
Since 2020, the point-of-sale (POS) advertising sector, a segment of the wider outdoor advertising market that accounts for 6.2% of global advertising spend, has faced significant challenges as a result of the COVID-19 pandemic. The pandemic led to a sharp drop in advertising spending, with the global market experiencing a noticeable slowdown due to restrictive measures that forced stores to close and reduced in-person purchases, thus undermining the effectiveness of point-of-sale advertising.
The impact on the French market was particularly pronounced, with forecasts of a heavy loss of almost 7 billion euros for 2020, marking a 20% drop on the previous year. Digital advertising was less affected, with minor declines compared to other media, underlining an evolution towards digital solutions within the sector.
With environmental concerns growing, green point-of-sale solutions are gaining ground, with companies such as L'Oréal planning to use sustainable materials for in-store promotions. The analysis highlights a transformation within the POS industry, with a pivot towards digital interactivity and sustainability, under pressure from both the pandemic and changing consumer preferences.
Dynamics and evolution of the French point-of-sale (POS) advertising market
An analysis of the French point-of-sale (POS) advertising market reveals a dynamic landscape that has grown steadily over the years. The demand for POS advertising, which plays an essential role in influencing consumers' last-minute purchasing decisions in stores, cannot be underestimated. In France, the POP market has seen strong growth, reaching between 1.4 and 1.5 billion euros, up significantly from 1.1 and 1.2 billion euros. These figures underline a growing trend and the resilience of the sector, despite periods of social unrest and the advent of the COVID-19 health crisis.
The French POP sector is well structured, with over 700 companies and between 15,000 and 25,000 jobs. Interestingly, despite the considerable number of players, the market itself remains highly concentrated, with a small percentage of companies capturing a significant share of market sales.
What's more, the sources of demand within the sector are changing. The "perfumery, hygiene and beauty products" segment, despite a reduction in its market share over the years, still leads demand with around 31%. The "food" segment is showing gradual growth, particularly in the retail sub-segment - an indication of changing consumer behavior and retail strategies.
The French advertising sector is not without its challenges, however. The workforce has contracted slightly from levels seen over a decade ago, with the industry shedding both employees and agencies. This development could be attributed to the intense competition in the sector, coupled with digital disruption. Competition is perhaps the reason why prices for advertising design and execution services have seen only marginal increases - and, in some cases, decreases - resulting in increased pricing pressure from industry players.
Digital transformation has been a critical trend, with incumbent players in the POP market integrating digital tools to complement traditional methods. The rise of interactive kiosks, tactile totems and digital display screens marks a significant shift towards digital POP, offering the flexibility and efficiency that modern retailing requires.
Alongside technological advances, environmental concerns are also forcing the market in new directions. The search for eco-responsible solutions has resulted in increased demand for materials such as cardboard, replacing non-recyclable materials. This trend is reinforced by the fact that POP campaigns, while effective, are short-lived, and sustainability is becoming a crucial consideration.
Key players defining the POS market landscape
The point-of-sale (POS) advertising market is a dynamic field characterized by the presence of many key players who contribute to the industry with their specialized offerings. These players cover different market categories, each bringing their unique strengths and innovative solutions to meet the evolving demands of POS advertising.
Traditional POP specialists:
- HL Display is renowned for its traditional POP solutions, offering a range of physical advertising media that enhance product visibility and customer engagement at the point of sale. Its expertise lies in creating eye-catching displays, posters and other visual merchandising tools.
- CPI Global stands out for its global reach and comprehensive portfolio of POS options. From concept to deployment, CPI Global creates striking POS materials that not only attract attention, but also encourage purchasing decisions where it counts most: on store shelves.
- RC Concept is known for its creative flair in creating customized POP solutions. With a focus on innovation and design, RC Concept's approach to traditional point-of-sale advertising brings brands to life in-store, cultivating memorable shopping experiences that lead to increased sales.
- Euro PLV stands out for its extensive experience in producing a wide range of promotional displays. With a focus on quality and efficiency, Euro PLV's POS materials help brands create persuasive in-store environments.
Digital POS innovators:
- POS Broker crosses the digital frontier of POS advertising by integrating cutting-edge technologies into their solutions. They focus on digital signage and interactive screens, enabling brands to deliver dynamic, up-to-date content to consumers at the point of decision.
- Activ'Screen harnesses the power of digital engagement at the point of sale through interactive solutions. Their products include touch screens and digital kiosks that not only inform but also entertain customers, promoting a hands-on brand experience that drives sales.
Cardboard manufacturers :
- Saica Pack is one of the companies adapting to environmental sustainability by offering POS solutions derived from recyclable materials such as cardboard. In the context of growing environmental awareness, Saica Pack's eco-friendly displays are a responsible choice for brands wishing to minimize their ecological footprint.
- Rossman is committed to sustainable point-of-sale advertising, using cardboard as a key material in its product range. Their commitment to eco-friendly solutions resonates with brands seeking to align themselves with sustainable practices and attract ethical consumers.
These key market players illustrate the different approaches to POS advertising - from traditional to digital, from sustainable materials to high-tech interactivity.
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Inforamtion
- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 30/09/2021
Summary and extracts
1 Market overview
1.1 Presentation and definition of the market
The market for point-of-sale advertising (POS) covers all the advertising techniques and materials used by manufacturers or distributors to promote brands at the point of sale and towards the customer. For example, posters, flyers or exhibition stands are often used.
The issues related to point-of-sale advertising are multiple attract the attention of potential customers, involve the consumer in the brand (many POS methods nowadays propose to create an interaction between the product offered and the potential consumer) and finally succeed in selling the product . It is a matter of promoting a product to the consumer by highlighting it. POP is particularly important in that the customer decides on his purchase at the last moment, i.e. in the store, in 55% of cases . In addition, POS is very important in supermarkets and other large stores because in this type of store, a product must attract the consumer in less than eight seconds.
POP advertising uses a multitude of techniques and tools. Advertisers use visual effects as well as atmospheric effects and sound effects. Thus, the effectiveness of POP is based on its ability to attract the attention of the consumer, involve him and finally be able to sell him a product directly. Despite the development of e-commerce, POP still plays an important role in reaching the customer directly
However, the health crisis and the various restrictions that followed slowed down the activity of the POP sector. Indeed, with the closure of stores and the development of new distribution channels over the period (click
List of charts
- Les dépenses publicitaires mondiales
- Répartition des dépenses publicitaires par types de média
- Évolution du marché de la PLV en France entre 2014 et 2019 en France
- Évolution de la taille du marché des "Autres Médias"
- Ventilation du chiffre d'affaires du marché de la PLV, par secteurs
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Latest news
Brandart: Tikehau Capital bets on luxury brands going green - 14/09/2023
- The company acquires 25% of Brandart, the Italian expert in sustainable packaging, showcases and displays for luxury brands
- The group, founded in the 2000s, offers sustainable packaging and delivery services to automakers, eyewear manufacturers, jewelers, fashion houses and wine and spirits brands
- The transaction values the company, which posted sales of 215 million euros last year, at 400 million euros
- Brandart does not produce, but designs and has 50 partners manufacture packaging, displays, bags and decorations for high-end and luxury brands.
- The Italian group has tripled its sales since 2017.
- Estimated global market of $16-20 billion a year,
Cenareo expands into video creation with EasyMovie - 05/08/2023
- Cenareo, publisher of dynamic screen display software, is expanding into video creation.
- The Labège, Haute-Garonne-based company has acquired Paris-based EasyMovie, which has been placed in receivership
- Cenareo takes over 40 of the 50 employees, and the two subsidiaries in Tunis and New York
- EasyMovie has raised 12 million euros from Ring Capital and Caphorn Invest.
- EasyMovie was founded in 2013, has 170 customers, including major corporations like Orange, industrialists like Alstom and consulting groups like PWC.
- EasyMovie has reduced its workforce from 90 to 50 employees since 2019.
- EasyMovie generated sales of €4.3 million in 2019, a quarter of which in the United States.
- Cenareo was founded in 2012, and has 300 customers driving 20,000 screens in 40 countries.
- Cenareo's sales are divided equally between large corporations (SNCF, AXA, Spie, Engie) and retail networks (Saint-Gobain , Boulanger, Etam, Celio, Fitness Park, etc.).
- Cenareo has been profitable since 2022, and will achieve sales of 5 million euros by 2022.
- Cenareo increased its workforce from 35 to 75 with the acquisition of EasyMovie.
International Paper invests in France - 03/05/2022
- Investment of 23 million euros in two of its five French sites, including 10 million to modernize Société Normande de Carton Ondulé (SNCO) in Saint-Langis-lès-Mortagne (Orne) and 13 million to Emballages Laurent in Chalon-sur-Saône (Saône-et-Loire)
- Both plants have thus seen their conversion capacity increase by more than 50%
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the POS (point of sale) advertising market | France
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