Programmatic Advertising in France: Commitment and Innovation Fuel Continued Double-Digit Growth - eMarketer
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Programmatic Advertising in France: Commitment and Innovation Fuel Continued Double-Digit Growth

eMarketer Report

By: eMarketer

Published: January 31, 2018

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

Executive Summary

France is one of Western Europe’s larger programmatic markets, in terms of the share of digital display ad spending traded automatically. Programmatic outlays rose 23.0% in 2017, and will record a further double-digit gain this year.

  • eMarketer estimates programmatic ad spending in France will climb by 12.6% in 2018 to total nearly €840 million ($928.9 million). In 2019, outlays on programmatic trading are expected to reach €920.6 million ($1.02 billion).
  • Mobile ads accounted for 45.6% of all programmatic spending in France in 2017, and that share will jump to 55.9% in 2018—equivalent to €469.4 million ($519.3 million)—as brands target their desired audiences on smartphones, particularly within mobile apps.
  • Real-time bidding (RTB) has been the predominant form of programmatic trading in France, but that share is shrinking. Together, open auctions and private marketplace deals will make up 51.0% of the programmatic total in 2018. In 2019, RTB will account for just 48.5% of the market. The rise of social media display advertising, often placed via programmatic direct trades, will contribute to that expanding segment.

"France’s programmatic marketplace registered significant growth in 2017, as outlays on automated placements rose to €745.6 million ($824.8 million)—or 74.5% of all digital display ad spending in the country."

Table of Contents

Programmatic Advertising in France: eMarketer’s Estimates and Forecast

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Trends Behind the Numbers

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Looking Ahead: The Agenda for Marketers

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9 charts are included in the full report:

Programmatic Advertising in France: Commitment and Innovation Fuel Continued Double-Digit Growth

Programmatic Digital Display Ad Spending in France, 2015-2019 (millions of €, % change and % of total digital display ad spending*)

Programmatic Advertising in France: eMarketer’s Estimates and Forecast

Programmatic Digital Display Ad Spending in France, 2015-2019 (millions of €, % change and % of total digital display ad spending*)

Breakdown by Transaction Method

Programmatic Digital Display Ad Spending in France, by Transaction Method, 2014-2019

Programmatic Ad Spending in France, Social vs. Nonsocial, H1 2016 & H1 2017 (millions of €, % change and % of total programmatic ad spending)

Total Mobile Programmatic Ad Spending

Mobile Programmatic Ad Spending in France, 2014-2019 (millions of €, % change and % of total mobile ad spending)

Breakdown by Transaction Method

Mobile Programmatic Ad Spending in France, by Transaction Method, 2014-2019

Mobile Programmatic Ad Benchmarks in Select Countries: In-App vs. Mobile Web Spending Share, Q2 2017 (% of total on Smaato's platform)

Programmatic Video Advertising

Video vs. Total Programmatic Ad Spending in France, H1 2015-H1 2017 (millions of € and % of total)

Trends Behind the Numbers

Benefits of Programmatic Display Ads According to Digital Ad Professionals in France, Spring 2017 (% of respondents)

Types of Digital Ad Inventory Purchased Programmatically by Digital Ad Professionals in France, by Channel/Device, Spring 2017 (% of respondents)