Search Advertising - France

France

Highlights

Ad spending in the Search Advertising market in France is forecasted to reach US$6.09bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 7.03%, leading to a projected market volume of US$9.16bn by 2030.
When compared globally, the United States will see the highest ad spending, reaching US$137.00bn in 2024.
Within the Search Advertising market, 39% of total ad spending is estimated to come from mobile in 2030.
The average ad spending per internet user in the Search Advertising market is expected to be US$110.00 in 2024.
In France, Search Advertising is experiencing a shift towards native ad formats to enhance user engagement and drive higher click-through rates.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in France has been experiencing significant growth in recent years.

Customer preferences: French consumers have increasingly turned to online platforms to search for products and services, leading to a higher demand for search advertising. This trend can be attributed to the convenience and efficiency of online search, as well as the increasing reliance on technology in everyday life. Additionally, French consumers are becoming more accustomed to targeted advertising, as they appreciate personalized recommendations and offers that align with their interests and needs.

Trends in the market: One of the key trends in the Search Advertising market in France is the increasing adoption of mobile devices. With the widespread use of smartphones and tablets, French consumers are accessing the internet on the go, creating new opportunities for advertisers to reach their target audience through mobile search ads. This trend is further fueled by the availability of high-speed mobile internet and the growing popularity of mobile apps. Another trend in the market is the rise of voice search. With the increasing prevalence of voice-enabled devices such as smart speakers and virtual assistants, French consumers are using voice commands to search for information, products, and services. This shift in search behavior has led to the emergence of voice search optimization strategies and voice-activated advertising.

Local special circumstances: France has a highly developed e-commerce market, with a large number of online retailers and marketplaces. This creates a competitive landscape where businesses need to invest in search advertising to stand out from the competition and attract customers. Additionally, the French language presents a unique challenge for advertisers, as they need to ensure that their search ads are relevant and accurately translated to effectively reach the French-speaking audience.

Underlying macroeconomic factors: The growth of the Search Advertising market in France is also influenced by macroeconomic factors. The country's stable economy and high internet penetration rate provide a conducive environment for digital advertising to thrive. Furthermore, the increasing digitalization of businesses across various sectors has led to a greater reliance on online advertising to drive sales and boost brand visibility. In conclusion, the Search Advertising market in France is experiencing growth due to changing customer preferences, including the increasing use of online platforms, mobile devices, and voice search. The competitive e-commerce landscape and the unique challenges of the French language also contribute to the demand for search advertising. Additionally, the stable economy and high internet penetration rate in France create favorable conditions for the growth of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

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.