Traditional Out-of-Home Advertising - France

France is expected to see ad spending in the Traditional Out-of-Home Advertising market reach US$890.10m by 2024.
The market is forecasted to experience an annual growth rate (CAGR 2024-2030) of 1.47%, leading to a projected market volume of US$971.80m by 2030.
In 2024, the average ad spending per capita in the Traditional Out-of-Home Advertising market is expected to be US$13.72.
Traditional Out-of-Home Advertising in France is experiencing a resurgence, with iconic billboards in Paris becoming sought-after spaces for premium brand placements.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional Out-of-Home (OOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Traditional Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Traditional billboards (bulletins, large banners, inflatable billboards)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g. traditional ambient media at point of sale, posters in restrooms)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in France is experiencing steady growth and development.

Customer preferences: In France, there is a strong preference for traditional out-of-home advertising methods such as billboards, posters, and transit advertising. This is due to the fact that these methods have a wide reach and are highly visible to a large audience. Additionally, French consumers appreciate the creativity and artistic value of these traditional advertising formats.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in France is the increasing use of digital technology. Digital billboards and screens are becoming more common in major cities, providing advertisers with the opportunity to display dynamic and interactive content. This trend is driven by advancements in technology and the desire to capture the attention of consumers in a crowded advertising landscape. Another trend in the market is the integration of out-of-home advertising with mobile devices. Advertisers are leveraging technologies such as QR codes and NFC tags to connect with consumers on their smartphones. This allows for a more interactive and personalized advertising experience, as consumers can easily access additional information or make a purchase directly from their mobile devices.

Local special circumstances: France has a strong tradition of outdoor advertising, with many iconic billboards and posters that have become part of the cultural landscape. This has created a favorable environment for traditional out-of-home advertising methods to thrive. Additionally, the French government has implemented regulations to ensure that outdoor advertising is tasteful and does not detract from the beauty of the urban environment.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in France can be attributed to several underlying macroeconomic factors. Firstly, France has a large and diverse population, providing advertisers with a wide audience to target. Secondly, the country has a strong tourism industry, attracting millions of visitors each year. This presents opportunities for advertisers to reach both domestic and international consumers. Finally, France has a stable and growing economy, which has led to increased advertising spending across various industries. In conclusion, the Traditional Out-of-Home Advertising market in France is developing in response to customer preferences for traditional advertising methods, as well as the adoption of digital technology and integration with mobile devices. The local special circumstances, such as the cultural significance of outdoor advertising and government regulations, have also contributed to the market's growth. Additionally, underlying macroeconomic factors such as population size, tourism, and a stable economy have created a favorable environment for advertisers in France.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. 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) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.

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

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.