Advertising - France | Statista Market Forecast

Ad spending in France's Advertising market is expected to reach US$20.88bn in 2024.
The largest market in France is TV & Video Advertising with a market volume of US$6.15bn in 2024.
When compared globally, the United States is projected to have the highest ad spending with US$425.90bn in 2024.
Within the Advertising market in France, 71% of total ad spending will be generated through digital in 2030.
The average ad spending per capita in France's TV & Video Advertising market is estimated to be US$94.74 in 2024.
Additionally, Advertising market of the 92% revenue in France will be generated through programmatic advertising in 2030.
French advertising agencies are prioritizing digital platforms like social media and programmatic advertising to reach a broader audience in France.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in France has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the Advertising market have shifted towards digital platforms, with an increasing number of consumers using smartphones and social media. This has led to a rise in digital advertising, as companies seek to reach their target audience through online channels. Additionally, there is a growing demand for personalized and interactive advertisements, as customers expect more engaging and relevant content. This has prompted advertisers to adopt new technologies and data-driven strategies to deliver tailored messages to their customers. Trends in the Advertising market in France reflect the global shift towards programmatic advertising, which uses automated systems to buy and sell ad space in real-time. This allows advertisers to target specific audiences and optimize their campaigns for better results. Programmatic advertising has gained traction in France due to its efficiency and effectiveness in reaching the right customers at the right time. Another emerging trend is the integration of artificial intelligence and machine learning in advertising, enabling advertisers to analyze vast amounts of data and make data-driven decisions. This has led to more sophisticated targeting and personalization of advertisements. Local special circumstances in France have also contributed to the growth of the Advertising market. France has a strong creative industry, with a rich history in art, fashion, and design. This has resulted in a vibrant advertising sector that values creativity and innovation. French advertisers are known for their ability to create visually appealing and emotionally engaging campaigns, which resonate with consumers. Additionally, France has a large and diverse consumer market, providing advertisers with ample opportunities to reach different target audiences. Underlying macroeconomic factors have also played a role in the development of the Advertising market in France. The country has a stable economy and a high standard of living, which has increased consumer spending and fueled demand for advertising. Furthermore, France is home to several multinational companies and global brands, which require extensive advertising to maintain their market presence. This has created a competitive environment in the Advertising market, with companies vying for attention and market share. In conclusion, the Advertising market in France is experiencing growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to digital platforms, embracing programmatic advertising, and leveraging new technologies to deliver personalized and engaging advertisements. The creative industry and diverse consumer market in France provide opportunities for advertisers to showcase their creativity and reach different target audiences. The stable economy and presence of multinational companies further contribute to the growth of the Advertising market in France.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.