In early February, the SRI & UDECAM published the 23rd edition of the e-pub observatory, an opportunity to analyse and understand the dynamics of the digital advertising market in France, which grew again in 2019 by 12% compared with 2018 and now stands at nearly 6 billion euros.
Beyond all the publications, we chose to highlight 4 elements that illustrate the dynamics of the online advertising market in France and give a view of the place of social networks in this highly challenged market.
Consolidation of Social in the French market
Social growth is the highest in both ratio and volume, with +21% investment over 2019 at 1.5 billion euros, versus +13% for display at 1.2 billion and +9% for Search at 2.5 billion euros. Social represents 25% of advertisers’ online advertising investment in France and contributes 43% of the growth of the online ad market.
Search & Social almost on a par on mobile
It is interesting to note that the share of mobile in this investment, already high in 2018 (90%), continues to rise in 2019 (92%). In other words, only 8% of social investment is made on desktop, so it can still be surprising to see 16/9 formats without subtitles on Facebook. Mobile social media investment is thus almost as large as that of Search in France on this device, at 1.5 billion euros.
Video is exploding on social networks, with 44% growth in 2019
Looking at social network investment in detail, the share of video continues to grow, rising from 26.1% of social media investment to 31.1%, i.e. growth of +44%. Brands’ expression on social networks is changing, as is the integration of Social as an effective branding lever. Growth of in-stream video (Facebook Watch, Twitter In-stream, etc.) remains secondary in value at 13 million euros, but is up strongly at +475% over one year.
57% of Display growth in France is driven by YouTube & In-stream
According to the SRI & UDECAM, YouTube is not a social network and is therefore included within the “Display” market under in-stream video (see methodology, slide 32). It is therefore interesting to isolate this segment and see that it contributes 42% of the growth of the “Display” market in France, driven by in-stream video and YouTube.
Source: 23rd e-pub observatory SRI / Udecam (in French)
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On the same topic: « Social and Search are neck and neck in France and dominate worldwide » and « TV and Social are neck and neck worldwide and in France: why, and what promises for 2022? ».
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