The French digital advertising market is on a roll. Indeed, the Syndicat des Régies Internet (SRI) has presented the results of the 20th edition of its Observatoire de l’e-pub. This benchmark study sheds light on the digital advertising market and its environment, analysing revenue trends by format, media buying method, device, etc. The study is carried out by the SRI, in partnership with UDECAM and PWC.

No fewer than 26 players in the digital advertising market were surveyed for this study, including TF1 Publicité, Publicis Média, Dentsu Aegis Network and So Local Group.

An increase of 15.5% compared with 2017

The study organised by the SRI, UDECAM and PWC highlighted a 15.5% increase in sales in the French digital advertising market compared with the first half of 2017. In the first half of 2018, the French digital advertising market generated sales of €2,264m.
Digital advertising has been growing steadily since 2015. In fact, in the first half of 2015, it represented €1.557M. In the first half of 2017, €1.91M, and finally €2.264M in the first half of 2018.

This increase can be explained by the rise in advertising investment by companies in digital, to the detriment of press communication. Investment in digital advertising rose by 4.7 percentage points between the first half of 2017 and the first half of 2018, from 34.5% to 39.2%.

Social display and search are also driving growth in the overall digital market. Social display accounts for almost 20% of the digital advertising market and grew by 61.8% between the first half of 2017 and the first half of 2018 (from €288 billion to €467 billion). Search accounts for 47% of the market, and grew from €994 million to €1.078 billion between 2017 and 2018, an increase of 8.5%. The growth of mobile is contributing to the growth of the mobile search market. Mobile search is now worth €540 million.

Display is also making good progress, surfing on social networks. It rose by 29.9% in France between the first half of 2017 and the first half of 2018. Classic display accounts for 50% of display advertising.

Digital, a major player in the advertising market

Digital is a major player in the French advertising market, accounting for almost 40% of the advertising market, ahead of television (27.4%). Video plays a key role, with growth of 45.2% in display advertising. It is helping to drive the digital market.
Today, digital accounts for 39.2% of media advertising investment. It represented 34.5% in the first half of 2017. According to Médiamétrie, 76% of site visits are made via mobile.

A fast-growing digital advertising market that is constantly evolving, surfing on new trends and innovations.

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