Digital advertising market value in France 2019 to 2024

In 2023, digital advertising in France was estimated at 11.53 billion euros and the source projected, the expenditure would increase approximately 8.2 percent to reach 12.48 billion in 2024.

A thriving industry with new ideas…

As we spend more and more time online, companies had to adapt their strategy to reach new customers through new channels. Online marketing is varied and includes social media marketing, display advertising, email marketing and mobile advertising. French active Internet users indeed amounted to 54.5 million people in 2018 and that number is projected to reach 59.5 million individuals by 2023. In 2017, digital advertising expenditure reached the level of 4.1 billion euros, and it was expected to increase up to 4.4 billion euros in 2018.

… and new challenges

However, if digital advertising managed to attract advertising agencies thanks to its low price and highly focused and targeted approach, customers are much less convinced. Some practices have indeed been criticized by Internet users in recent years. Many of them stated finding digital advertising disruptive and that they were easily annoyed by it. Almost a third of Internet users have installed ad blocks to that effect, stating that online marketing disrupts navigation and is becoming more and more repetitive.