France Digital Ad Spending 2024

Digital Advertising Is Recovering Rapidly as the Market Matures

Report by Bill Fisher  | May 14, 2024
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Table of Contents
Executive Summary
Why it’s important to stay on top of this topic
What are the most important findings in our forecast?
Media Gallery
About This Report
France’s relative digital immaturity is shifting, with digital advertising growth leaving traditional channels behind. Retail media is leading the way, and Amazon is benefiting the most, with the creation of the new triopoly.
Topics
Digital Ad Spending
France
Table of Contents
Executive Summary
Why it’s important to stay on top of this topic
What are the most important findings in our forecast?
Media Gallery

Digital channels took up a lot of the advertising slack during the recent economic downturn in France. As the country recovers, digital’s share of advertising will continue to grow. Marketers should look to the experience of their more digitally mature neighbors to help plan their campaign budgets.

Key Question: How dominant will digital become in the marketing mix in the coming years?

The Gap Between Digital and Traditional Ad Spending Is Becoming a Chasm
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Key Stat: Digital advertising became the majority share in 2022 for the first time. By 2028, it will have stretched this lead considerably and account for 68.7% of total media spending.

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Table of Contents

  1. Executive Summary
  2. Why it’s important to stay on top of this topic
  1. What are the most important findings in our forecast?
  2. Media Gallery

    Charts in This Report

    The Gap Between Digital and Traditional Ad Spending Is Becoming a ChasmDigital Ad Spending Growth Will Approach Its Pre-Pandemic Peak Next Year
    Retail Media Ad Spending Growth Will Peak Next Year and Continue to Outpace Other CategoriesThe Triopoly's Share Is Being Eroded Slightly, but Amazon Is Accounting for a Bigger Chunk

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    authors

    Bill Fisher

    Contributors

    Paul Briggs
    Principal Analyst
    Oscar Bruce Jr.
    Senior Forecasting Analyst
    Paul Verna
    Principal Analyst