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eMarketer predicts that programmatic digital display ad spending in France will grow by more than 30% this year to reach €555.65 million ($616.46 million), accounting for almost two-thirds of all display advertising. According to eMarketer’s first-ever forecast of the French programmatic market, further double-digit growth over the next couple years will push spending to €751.5 million ($833.75 million) by the end of 2018.
Next to the UK, France has been one of the European countries most eager to embrace the programmatic trading of digital ads. Unsurprisingly, programmatic in France is heavily influenced by mobile, and in 2016, mobile ads will account for more than two-fifths of all programmatic ad outlays in France—a rise of 67.3% to €239.0 million ($265.16 million).
As advertisers follow their audiences onto mobile platforms, investments in programmatic mobile advertising will continue to climb. By 2018, eMarketer estimates, mobile programmatic spend will reach almost €514.2 million ($570.48 million), 84.0% of mobile display ad spending.
“Many of France’s leading digital publishers made an early move to promote programmatic advertising, by joining forces to offer aggregated real-time buying of display ads across their digital properties,” said eMarketer senior analyst Karin von Abrams. “This forward-looking attitude was broadly replicated among advertisers and agencies—and is now helping to drive investment in mobile programmatic too. As a result, outlays on mobile programmatic ads are expected to grow much faster than programmatic spending on desktop and laptop PCs between now and 2018.”
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