Retail Platform Advertising - France

In France, ad spending in the Retail Platform Advertising market market is projected to reach US$2.31bn in 2024.
This ad spending in France is expected to show an annual growth rate (CAGR 2024-2030) of 10.52%, resulting in a projected market volume of US$4.21bn by 2030.
The average ad spending per user in the Retail Platform Advertising market market in France is projected to amount to US$76.32 in 2024.
In a global comparison, most ad spending will be generated the United States, which is expected to total US$57.63bn in 2024.
In France, the retail platform advertising sector is increasingly prioritizing personalized consumer experiences, reflecting a broader trend towards data-driven marketing strategies.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in France is witnessing considerable growth, fueled by the surge in e-commerce, enhanced targeting capabilities, and the increasing investment by brands in digital marketing strategies to reach consumers effectively.

Customer preferences: Consumers in France are shifting towards personalized and immersive shopping experiences on retail platforms, driven by a desire for convenience and tailored recommendations. This trend is accentuated by the growing influence of social media, where brands leverage influencers to connect with younger demographics. Additionally, an increasing emphasis on sustainability is prompting consumers to prefer brands that prioritize ethical practices, affecting how retailers strategize their advertising efforts. This evolution highlights the importance of aligning marketing messages with cultural values and lifestyle choices.

Trends in the market: In France, the Retail Platform Advertising Market is increasingly embracing augmented reality (AR) and virtual reality (VR) technologies, enabling consumers to experience products in immersive environments before making purchases. Concurrently, the rise of data analytics is allowing retailers to create highly personalized advertising strategies, enhancing customer engagement. Social commerce is gaining momentum as platforms integrate shopping features, empowering influencers to drive sales directly. Moreover, a surge in eco-conscious consumerism is prompting brands to incorporate sustainability into their advertising narratives, making ethical considerations a core element of their marketing strategies. These trends signify a shift towards a more integrated and consumer-centric retail landscape, with implications for brand loyalty, advertising effectiveness, and competitive differentiation among industry players.

Local special circumstances: In France, the Retail Platform Advertising Market is shaped by a combination of cultural appreciation for aesthetics and a strong emphasis on privacy regulations, particularly with the GDPR shaping data usage practices. The French consumer values authenticity and ethical branding, leading to a preference for sustainable products and transparent advertising. Additionally, the country's diverse regional characteristics influence purchasing behaviors, prompting retailers to tailor their campaigns to resonate with local customs and preferences, thereby enhancing consumer connection and loyalty.

Underlying macroeconomic factors: The Retail Platform Advertising Market in France is significantly influenced by macroeconomic factors including consumer spending trends, economic stability, and technological advancements. The recovering economy post-COVID-19 has spurred increased consumer confidence, leading to greater investment in advertising by retailers seeking to capture a more engaged audience. Furthermore, fiscal policies promoting digital innovation encourage businesses to adopt advanced advertising technologies. Additionally, inflationary pressures may impact discretionary spending, prompting advertisers to focus on value-driven messaging. The alignment of these factors fosters a dynamic retail advertising landscape that adapts to evolving consumer expectations and market conditions.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for 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. 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, 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.