Digital Ad Spending in France, by Industry: Outlook and Trends - eMarketer
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Digital Ad Spending in France, by Industry: Outlook and Trends

eMarketer Report

By: eMarketer

Published: October 18, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Advertisers in the automotive, consumer packaged goods (CPG), financial services, retail and travel industries are among the largest spenders in overall advertising in France, Europe’s third largest digital ad spending market.

  • Several months after a close election, France’s economy is experiencing difficulties, as an inexperienced president grapples with labor issues and divisive politics. In addition, tourism has taken a beating after several terrorist attacks in Paris and other cities. As president Emmanuel Macron works to gain his constituents’ confidence, consumer spending remains cautious.
  • Despite these and other hurdles, there are several bright spots. Ecommerce sales, especially in the grocery and beauty sectors, are growing. France ranks second in Europe behind the UK for share of groceries purchased digitally.
  • Consumer behavior is pushing advertisers toward more digital ad spending. Automotive marketers are expected to expand digital strategies as they acknowledge the purchase journey begins online. Internet users in France are accessing bank accounts digitally more often than they are conducting any other type of online transaction. In these sectors, acquiring and engaging clients will require an increase in digital ad spend.
  • In the travel industry, consumer behavior still tends to be analog, with more people booking trips offline than via digital channels. However, there is a shift during the actual trip, when people move their usage to mobile. There’s a clear opportunity for brands to reach travelers with offers and last-minute deals during their journeys.
  • Mobile device penetration and smartphone usage are high in France: Adults will spend more than 135 minutes a day conducting nonvoice mobile activities in 2017. However, while people are enthusiastically embracing ecommerce and adopting digital banking, the majority of online transactions are still done via PCs. Brands’ mobile ad spending remains quite low.

"Overall, digital ad spending in France will rise from $3.10 billion (€2.80 billion) in 2017 to $3.78 billion (€3.42 billion) in 2021, when it will account for 32.0% of total media spend."

Table of Contents

Industry Ad Spending Trends

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Overall Digital Ad Spending Outlook

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Automotive Digital Advertising: Trends and Outlook

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CPG Digital Advertising: Trends and Outlook

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Financial Services Digital Advertising: Trends and Outlook

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Retail Digital Advertising: Trends and Outlook

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Travel Digital Advertising: Trends and Outlook

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20 charts are included in the full report:

Digital Ad Spending in France, by Industry: Outlook and Trends

Digital Ad Spending in France, 2017-2021 (billions, % change and % of total media ad spending)

Overall Digital Ad Spending Outlook

Digital Ad Spending in Select Countries in Western Europe, 2017 (billions)

Total Media Ad Spending in France, by Media, 2017-2021 (billions)

Average Time Spent per Day with Major Media by Adults in France, 2017 (hrs:mins)

Share of Average Time Spent per Day with Select Media by Adults in France vs. Ad Spending Share in France, 2015-2017 (% of total)

Top 10 Advertisers in France, Ranked by Total Media Ad Spending, 2016 (millions of € and % change)

Automotive Digital Advertising: Trends and Outlook

Digital Video Ad Benchmarks in France: Impression Share, by Industry, Q2 2016 (% of total impressions served by Videology)

CPG Digital Advertising: Trends and Outlook

Top 10 Food Industry Advertisers in France, Ranked by Total Media Ad Spending, 2016 (millions of € and % change)

Mobile Trends and Outlook

Mcommerce Transaction Share Among Digital Retailers in France, by Segment, Q2 2016 (% of total ecommerce transactions)

Products Purchased via Smartphone by Smartphone Users in France, Q3 2016 (% of respondents)

Financial Services Digital Advertising: Trends and Outlook

Digital Ad Benchmarks in France: On-Target Rate, by Industry and Device, 2013-2016 (% of impressions measured by Nielsen)

Digital Banking Users and Penetration in France, 2016-2021 (millions and % of internet users)

Channels Used by Internet Users in France for Select Types of Banking Transactions, June 2016 (% of respondents)

Retail Digital Advertising: Trends and Outlook

Digital Buyers and Penetration in France, 2016-2021 (millions, % of internet users and % of population)

Top 5 Retail Ecommerce Sites in France, Ranked by Total Media Ad Spending, 2016 (millions of € and % change)

Digital Video Ad Benchmarks in France: Impression Share, by Industry, Q2 2016 (% of total impressions served by Videology)

Travel Digital Advertising: Trends and Outlook

Top 10 Tourism Industry Advertisers in France, Ranked by Total Media Ad Spending, 2016 (millions of € and % change)

Ways in Which Public vs. Private Sector Tourism Decision-Makers in France Plan to Improve Customer Acquisition and Marketing Performance, April 2017 (% of respondents)

Digital Sources Used by Travelers in France, Germany and the UK to Book Their Most Recent Trip, April 2017 (% of respondents)

Mobile Trends and Outlook

Travelers in France, Germany and the UK Who Use a Smartphone vs. Desktop/Laptop During Their Travel Path to Purchase, April 2017 (% of respondents)

Social Media Usage at Their Company According to Private Sector Tourism Decision-Makers in France, by Platform, April 2017 (% of respondents)