Executive Summary

In 2019, digital ad spending in France will account for 41.0% of total media ad spending, or €4.90 billion ($5.78 billion). More than three-quarters of those digital ad dollars will go to Google and Facebook.

How much will advertisers in France spend on digital advertising in 2019?

We expect digital ad spending in France will rise nearly 15% this year, to €4.90 billion ($5.78 billion).

What formats are driving digital ad spending growth in France?

Spending on social media ads and video formats is rising sharply. Search is still a mainstay for most advertisers, but growth in this area is more modest. In a time of economic and political uncertainty, brands are generally sticking with tried-and-tested ad practices.

What role will the duopoly play in 2019?

Google and Facebook dominate France’s digital advertising landscape, making up more than 75% of spending on digital ad formats in 2019. Google remains the main default for search spending, while Facebook’s audience is far larger than that of any other social network.

What emerging formats should marketers be aware of in 2019?

Digital audio advertising is one area where industry observers expect a big leap in investment in 2019, though from a small base.

WHAT’S IN THIS REPORT? This report features our latest forecasts for ad spending in France, including breakouts by media and company. It also examines what’s driving France’s digital ad market in 2019.

KEY STAT: In 2019, digital advertisers in France will spend €4.90 billion ($5.78 billion) on digital ads. That will represent 41.0% of the total media ad market.

What’s Inside:

This report explores ad spending in France, highlighting critical trends and influences. It includes our estimates for the following areas:

• Total media ad spending
• Digital ad spending
• Digital ad spending by company
• Digital ad spending by format
• Digital ad spending by device
• Mobile ad spending
• Mobile ad spending by format