Key regions: South Korea, Japan, France, Germany, United States
The OTT Video Advertising market in France is experiencing significant growth and development.
Customer preferences: Customers in France are increasingly turning to OTT video platforms for their entertainment needs. This shift in consumer behavior is driven by several factors, including the convenience and flexibility offered by these platforms. OTT video advertising allows viewers to access a wide range of content on-demand, without the limitations of traditional television schedules. Additionally, the ability to stream content on multiple devices, such as smartphones and tablets, appeals to the tech-savvy French population.
Trends in the market: One of the key trends in the OTT Video Advertising market in France is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographic and behavioral data. This targeted approach ensures that advertisements are delivered to the right viewers at the right time, maximizing their effectiveness. As a result, advertisers are increasingly investing in programmatic advertising on OTT video platforms to reach their target audience. Another trend in the market is the rise of native advertising. Native advertising seamlessly integrates promotional content with the user experience, making it less intrusive and more engaging for viewers. This form of advertising is particularly effective on OTT video platforms, where viewers are more receptive to sponsored content. Advertisers in France are recognizing the benefits of native advertising and are incorporating it into their OTT video advertising strategies.
Local special circumstances: France has a strong tradition of cinema and television, which has influenced the preferences of its population. French viewers appreciate high-quality content and are willing to pay for premium services. This has led to the emergence of subscription-based OTT video platforms that offer ad-free viewing experiences. Advertisers in France need to consider this preference for premium content and find innovative ways to engage viewers without disrupting their viewing experience.
Underlying macroeconomic factors: The growth of the OTT Video Advertising market in France is also influenced by macroeconomic factors. The French economy has been steadily recovering from the global financial crisis, leading to increased consumer spending power. This has resulted in higher advertising budgets for companies, which they are allocating to digital advertising channels, including OTT video platforms. Additionally, the widespread availability of high-speed internet and the proliferation of smartphones have further fueled the growth of the OTT Video Advertising market in France. In conclusion, the OTT Video Advertising market in France is experiencing growth and development driven by changing customer preferences, emerging trends such as programmatic advertising and native advertising, local special circumstances such as the preference for premium content, and underlying macroeconomic factors such as the recovering economy and increased consumer spending power.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on OTT video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).Modeling approach:
Subsegment size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.Forecasts:
We use a variety of forecasting techniques, depending on the behavior of the segment. 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.
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