The SRI’s E-Pub Observatory and Udecam published their study on the French advertising market yesterday. A report much appreciated at tigrz.paris, as it helps understand the different dynamics across the main digital levers. Here is our reading and the main points to remember.
Digitalisation of multi-media investment: the market is growing by +5% in a global context of advertisers wait-and-seeing on the economic outlook, which rather limited initiatives in favour of keeping resources for the second half.
Securing the business
In this context, Search – mainly driven by retail media – remains the most favoured medium with +8% of investment. A double reaction: to cost inflation on search engines, and to the need for stronger short-term ROI in a period when pressure has been sustained. It can also be seen in the rise of levers such as comparison sites (+15%) or affiliation (+9%), popular in particular with SMBs.
Prospecting, being desirable & re-engaging customers
Social is holding up and shows growth of +3%, weaker than the previous year. Along with programmatic, it is the medium affected by the slowdown in advertisers’ branding waves in the first half. Growth was also driven by video, which shows +14% over the half-year, a format increasingly favoured, even in performance campaigns.
A sustained challenge
The other levers are more challenged on visibility or e-commerce performance attribution issues. In programmatic, limited growth may nevertheless mask the strong progress of video in the global context, at +6%, notably driven by YouTube. Emailing is losing momentum at -5% over the first half, perhaps affected by GDPR and addressability issues.
Concentration still under way
The French advertising market continues to concentrate on the main platforms, with a Google/Meta/Amazon total representing 69% of investment, up +8%, versus a non-Google/Meta/Amazon total falling to 31% (+0%).
A favourable outlook for H2
The SRI and the main reference players forecast growth of +7% for the French market in 2023, above the main EMEA markets such as the UK (+5%), Italy (+4%), Spain (+5.8%) and below the US (+8.4%).
All the data is available on the SRI website & we are available to discuss it too!
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On the same topic: « 2023 review: budget trends in the French advertising market » and « Social growth in France: what drives it and how to read it? ».
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