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Programmatic Ad Spending Up in France

Social’s share of automated ad buying rising with it

February 20, 2017 | Media Buying | Media Buying

Programmatic advertising reached a milestone in France in 2016, with more than half of all digital display ad spending for the year transacted via automated methods for the first time, according to a recent report from the Syndicat des Régies Internet (SRI).

Programmatic Digital Display Ad Spending in France, 2011-2016 (millions of € and % of total display ad spending)

Research conducted for SRI by PricewaterhouseCoopers (PwC) found that programmatic digital display ad spending in France surged to €639 million ($706.9 million) in 2016. As a result, programmatic’s share of digital display ad spending rose 13 percentage points over 2015 to reach 53%—the first time it topped the halfway mark, according to PwC’s calculations.

As it had in 2015, the majority (71%) of programmatic ad spending in France was devoted to social media last year, the study found. That share was up from 66% a year earlier, propelled by a 62% increase in ad spending to €453 million ($501.1 million). While nonsocial programmatic ad spend lost ground relative to social programmatic, it still recorded a 29% rise in value, reaching €186 million ($205.8 million).

Programmatic Ad Spending in France, Social vs. Nonsocial, 2015 & 2016 (millions of €, % change and % of total programmatic ad spending)

The spending split by device type was essentially unchanged from 2016, according to the study. Well over half (59%) of programmatic ad spending was devoted to ads destined for desktops and laptops, up 1 percentage point from 2015. At the same time, mobile devices’ share of programmatic ad investment dipped a percentage point to 41%.

These figures are lower than eMarketer’s latest estimates of programmatic ad spending in France. In September 2016, we forecast that nearly two-thirds (64%) of display spending in France for the year would be transacted programmatically, and rise to 73% in 2017.

—Cliff Annicelli

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