The online advertising - France

The global online advertising market has experienced robust growth, as advertisers shift more of their spending to digital platforms. By 2020, digital advertising is expected to account for 50% of the global advertising market, a notable increase when online advertising investment ($209 billion) overtook TV advertising ($178 billion) for the first time. The dominance of this market is largely attributed to technology giants such as Google and Facebook, who together amassed 80% of France's market share. Key trends include the rise of mobile advertising, programmatic buying - which accounted for 67% of the display market - and increased investment in video advertising, which exploded from 67 million euros to 847 million euros. Despite this growth, the sector faces challenges linked to the growing use of ad blockers, with 11% of French Internet users employing such software. Regulatory measures for greater transparency and the fight against advertising fraud have come into force with the implementation of decree no. 2017-159

French online advertising market: A landscape of growth and challenges

The French online advertising market is experiencing significant growth. Sales reached approximately between 4.5 and 5 billion euros, marking a solid 17% increase on the previous year. Market size has more than doubled, reflecting the dynamic nature of this digital arena. Search and social display are the main trends in the French market, almost exclusively dominated by Google for search and mainly used by social networks for display. In just one year, investment in search engines rose by 11%, to around 2 to 2.5 billion euros, while social display revenues grew by an impressive 63%, to over one billion euros.

Other segments of the digital market also saw growth, with affiliate marketing, comparison shopping and email marketing collectively generating sales of around 700-800 million euros. Online advertising via cell phones saw growing demand, with Spain, France and the Netherlands leading the way in terms of growth in mobile advertising demand. This shift towards mobile content is indicative of a broader trend in the European market, underlining the importance of mobile platforms in modern advertising strategies.

In terms of market structure, the French online advertising landscape is marked by a high degree of concentration. Giants such as Google and Facebook hold 80% of the market, eclipsing the presence of other players. Programmatic advertising has become increasingly widespread, and holds 62% of the digital display advertising market. Despite this flourishing market, challenges have arisen, not least due to the use of ad-blocking software. Some 11% of French Internet users are said to use ad-blocking software, indicating a clear demand for less invasive advertising experiences.

In terms of market regulation, recent measures, including decree no. 2017-159, aim to strengthen transparency and combat advertising fraud. This legal framework came into force at the beginning of 2018 and represents an important step towards regulating the flourishing digital advertising industry. In summary, the online advertising market in France has been characterized by strong growth and diversification, with mobile advertising driving demand. However, the dominance of a few major players and the growing use of ad blockers are shaping the future of the market, alongside new regulatory efforts to maintain fair and transparent practices.

The pioneers and forerunners of online advertising.

In the rapidly evolving field of online advertising, a few key players have emerged as trailblazers, shaping the way brands connect with their audiences in the digital space. At the zenith of this market, Alphabet and its subsidiary Google, Facebook and Amazon make up the triumvirate of market leaders. These tech behemoths hold a significant share of the market, leveraging their vast stores of user data and sophisticated algorithms to deliver targeted advertising with unrivalled precision.

• Alphabet-Google: Alphabet, Google's parent company, reigns supreme over the online advertising sector, mainly thanks to its search engine platform. Google's AdWords and AdSense services represent the gold standard in search advertising and display network services respectively, offering advertisers unrivalled access to users across the web.
• Facebook: Known as the social media giant, Facebook, with its ecosystem that includes Instagram and WhatsApp, has revolutionized the way brands engage with consumers. The platform's granular targeting capabilities, fueled by its extensive user data, have made it an indispensable tool for advertisers looking to reach specific demographics through social display ads.
• Amazon: Initially an e-commerce platform, Amazon has rapidly expanded into the online advertising sector, offering a wealth of consumer purchase data that brands can leverage to promote their products directly to potential buyers on Amazon's platform and beyond.

While the leaders continue to dominate the market, a cohort of challengers and specialist agencies are carving out their own niches, contributing to the industry's diversity and dynamism:

• Yahoo! and Microsoft Advertising: Pioneers of the web, Yahoo! and Microsoft Advertising (formerly Bing Ads) have continued to develop their advertising platforms, enabling advertisers to reach audiences through their networks, which, while smaller than Google's, still represent valuable market segments.
• SoLocal: A long-standing operator in the digital space, SoLocal Group focuses its efforts on connecting local businesses with online consumers through specialized advertising services, underlining the persistent need for visibility in local searches.
• Pinterest: As a visual discovery engine, Pinterest has differentiated itself by allowing users to pin and share images that interest them, creating a unique environment for advertisers to reach consumers through personalized visual content.
• The Moneytizer, Adverline, Tradelab, Adot, Smart and Critero: These companies are part of the dynamic ecosystem of advertising technology (AdTech) companies that provide a range of services, including programmatic advertising, real-time bidding and retargeting, to meet the following needs.

Informations

• Nombre de pages : 30 pages
• Format : Version digitale et PDF
• Dernière mise à jour : 05/09/2023

Sommaire et extraits

Liste des graphiques

• Taille de marché mondial de la publicité en ligne
• Taille de marché national de la publicité en ligne
• Parts de marché des différents segments dans le marché de la publicité en ligne
• Taux de croissance par segment
• Fréquence d'achat sur internet des Français
• Perception de la sécurité des achats en ligne
• Habitudes d'achat en ligne
• Utilisation des moteurs de recherches digitale pour trouver l'inspiration pour les achats
• La fidélité des cyberacheteurs
• La préférence des internautes pour les différents types de référencement sur Google
• Perception de la publicité sur les réseaux sociaux
• L'impact sur l'achat des publicités sur les réseaux sociaux
• Attention portée aux publicités en ligne selon le type de publicité, le site, et le terminal de visionnage
• L'indice d'attention publicitaire par support publicitaire
• Utilisation des principaux réseaux sociaux selon l'âge
• Répartition des utilisateurs de YouTube en fonction de la tranche d'âge
• Répartition des utilisateurs des réseaux sociaux en fonction du sexe
• Participation à des sites de réseaux sociaux au cours des douze derniers mois
• Répartition des parts de marché de la publicité digitale
• Evolution des parts de marché de la publicité digitale
• Prix moyen d’une publicité sur les réseaux sociaux
• Préoccupation à l’égard des données collectées sur internet
• Perception de la protection des données personnelles sur Internet
• Confiance pour garantir la sécurité des données personnelles selon les acteurs
• Disponibilité à partager des données à caractères non-sensibles avec les entreprises
• Disponibilité à partager des données à caractères sensibles avec les entreprises
• Réactions suite aux scandales liés à l'utilisation de données personnelles
• Les Français et la conservation des données personnelles sur internet
• Priorités des consommateurs au regard de l'utilisation de leurs données personnelles
• Répartition des dépenses publicitaires
• Répartition des investissements publicitaires selon le support
• Répartition des dépenses en publicité digitale des entreprises