Programmatic Advertising in France: Publishers Help Spur Transformation of Digital Ad Landscape - eMarketer

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Programmatic Advertising in France: Publishers Help Spur Transformation of Digital Ad Landscape

eMarketer Report

By: eMarketer

Published: September 12, 2016

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

Executive Summary

France has been one of the European countries most eager to embrace programmatic trading of digital ads. eMarketer’s first-ever estimates for this market put programmatic advertising’s value at €555.6 million ($616.4 million) in 2016. Within two years, spending is expected to reach €751.5 million ($833.7 million).

  • Programmatic’s share of digital display ad spending in France will reach 64.0% by the end of this year, eMarketer estimates.
  • Thanks to early initiatives from major French media owners to pool significant amounts of digital inventory and offer programmatic options to advertisers and agencies, the programmatic market in the country has developed more quickly than in many other nations in Europe.
  • Most advertisers in France began their programmatic buying in open exchanges powered by real-time auctions, but many are shifting some investment to private marketplaces and direct trades.
  • In 2016, mobile ads will account for 43% of all programmatic ad outlays in France. But mobile programmatic spending will grow at more than twice the rate of the programmatic ad market as a whole, rising 67.3% to €239.0 million ($265.2 million) this year.
  • To date, the large sums devoted to social networks such as Facebook mean that programmatic direct deals dominate programmatic mobile spending in France. However, the share of mobile ad spending going to programmatic direct is predicted to decrease between 2016 and 2018, from 64.5% to 52.0%, as spending on other types of sites and apps picks up speed.

"Spending on programmatic ad placements already accounts for more than half of digital ad spending in France. In 2018, that share will reach 77.0%."

Table of Contents

Programmatic Advertising in France: eMarketer’s Estimates and Forecasts

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Trends Behind the Numbers

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Mobile Programmatic Advertising

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Outlook in 2016

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13 charts are included in the full report:

Programmatic Advertising in France: Publishers Help Spur Transformation of Digital Ad Landscape

Programmatic Digital Display Ad Spending in France, 2014-2018 (millions of € , % change and % of total digital display ad spending*)

Programmatic Advertising in France: eMarketer’s Estimates and Forecasts

Programmatic Digital Display Ad Spending in France, 2014-2018 (millions of € , % change and % of total digital display ad spending*)

Breakdown by Transaction Type

Programmatic Digital Display Ad Spending in France, by Transaction Method, 2014-2018 (millions of €, % change and % of total programmatic digital display ad spending)

Real-Time Bidding (RTB) Digital Display Ad Spending in France, by Segment, 2014-2018 (millions of €, % change and % of total RTB digital display ad spending)

Mobile Programmatic Advertising

Programmatic Digital Display Ad Spending in France, by Device, 2014-2018 (millions of €, % change and % of total programmatic digital display ad spending)

Mobile Programmatic Display Ad Spending in France, Programmatic Direct* vs. Real-Time Bidding (RTB)**, 2014-2018 (millions of €, % change and % of total mobile programmatic display ad spending)

Mobile Programmatic Display Ad Spending in France, by Transaction Method, 2014-2018 (millions of of €, % change and % of total mobile programmatic display ad spending)

Trends Behind the Numbers

Top 5 Reasons for Investing in Programmatic According to Advertisers, Agencies and Publishers in Europe, May 2016 (% of respondents)

Breakdown by Format: Video on the Rise

Programmatic Video Net Ad Revenue Share in Select Countries in Europe, 2015 & 2020 (% of total digital video net ad revenues)

Programmatic Display Ad Spending Share in France, by Format and Type of Deal, 2012-2017 (% of total)

Mobile Programmatic Advertising

Share of Mobile Advertisers in Select Countries/Regions Who Use Programmatic Mobile Ads, Jan-Nov 2015 (% of mobile advertisers on TubeMogul's network)

Share of Mobile Ad Inventory Available Programmatically in France, by Device, Format and OS, July-Sep 2015 (% of impressions)

Share of Mobile Ad Inventory Available Programmatically in France, by Format, July-Sep 2015 (% of total impressions)

Outlook in 2016

Digital Display Ads in France that Are Fraudulent*, by Purchase Method, Q1 2016 (% of impressions in each group)