France Digital Ad Spending by Industry 2024

Retail continues to lead digital ad spending in France, though its share is diminishing as other sectors gain momentum. Overall, digital ad spending is seeing strong growth, driven by an improving economy and increasing investments across industries.

Topics

Digital Ad Spending

France

Table of Contents

Executive Summary

A strengthening economy will fuel healthy digital ad spending growth across industries

Retail still dominates digital, but its share is declining

CPG brands in France are lagging their German and UK peers in digital investments

Financial services spending is back to steady, albeit slower, growth

Travel spending will approach $1 billion next year as it continues to recover

France’s auto industry lags Germany’s and the UK’s

Sources

Media Gallery

France’s digital ad market will grow healthily as the wider economy begins to show signs of improvement. As such, we’ll see double-digit growth across the board. Travel will continue to improve the most as it maintains its post-pandemic recovery.

Key Question: How will the promise of an improving economy affect digital ad investments across industries in France?

An Economic Uptick Means Strong Growth Across All Industries, but Travel Still Leads (% change in digital ad spending in France, by industry, 2024)

Key Stat: All industries will see strong, double-digit increases in digital ad spending this year. Travel will continue its strong recovery and lead with 18.0% growth.

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Executive Summary
A strengthening economy will fuel healthy digital ad spending growth across industries
Retail still dominates digital, but its share is declining

CPG brands in France are lagging their German and UK peers in digital investments
Financial services spending is back to steady, albeit slower, growth
Travel spending will approach $1 billion next year as it continues to recover

France’s auto industry lags Germany’s and the UK’s
Sources
Media Gallery

Charts in This Report

An Economic Uptick Means Strong Growth Across All Industries, but Travel Still Leads (% change in digital ad spending in France, by industry, 2024)Retail Leads CPG by More Than $1 Billion in Digital Ad Spending (billions in digital ad spending in France, by industry, 2024)

Retail Spending Is Increasing but Losing Some Share of Total Digital Ad Spending (billions in retail digital ad spending in France and % of total digital ad spending, 2021-2026)CPG Digital Ad Spending Is Losing Share in France, While Gaining Share in Germany and the UK (CPG % of total digital ad spending in France, Germany, and the UK, 2019-2026)

Financial Services Spending Is Returning to Healthy Growth After a Post-Pandemic Reset (billions in financial services digital ad spending in France and % change, 2020-2026)Travel Spending Passed Pre-Pandemic Levels Last Year, and Double-Digit Growth Will Continue (billions in travel digital ad spending in France and % change, 2019-2026)

Automotive Spending in Germany and Particularly the UK Has Surged Ahead of France (billions in automotive digital ad spending in France, Germany, and the UK, 2020-2026)

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An Economic Uptick Means Strong Growth Across All Industries, but Travel Still Leads (% change in digital ad spending in France, by industry, 2024)

France Digital Ad Spending by Industry 2024

All Industries Will See Double-Digit Growth Amid the Emerging Economic Recovery