Advertising market in France - statistics & facts

Advertising is defined as a multi-faceted form of mass consumption, used primarily - but not exclusively - for the promotion and sale of consumer goods or services.
For an advertising campaign to be effective, it is up to the advertisers or advertising agencies to optimally target their audience. This is only possible by thoroughly understanding not only the product or service in question, but also the profile and consumption habits of users. This often involves the choice of advertising channels, i.e. the most relevant media to reach the product or service target.

The last few years have witnessed the rise of the digital world, and this phenomenon does not exclude advertising. As more and more French people abandon traditional media in favor of digital, advertising has adapted to this new audience. The digital sector is the field in which the most investments are made in France, ahead of the core markets that are television advertising or the press.

Among the so-called traditional media, television is the leading market in terms of advertising, particularly in the form of commercials broadcast between or during programs, which are becoming increasingly numerous and longer. While advertising investments for cinema and radio are stable, or even slightly increasing, the press seems to suffer the most from the current situation.

The digital advertising industry is the main beneficiary of the current market trend, as its value has skyrocketed over the past decade. The mobile industry is also growing rapidly thanks to the increasing investments made in search and display advertising. In terms of communication, emails seem to be the most effective smartphone marketing tool to reach potential customers.

Advertising agencies are companies responsible for the design, management and execution of advertising campaigns. In France, their number has fluctuated over the last few years but has remained around 20,000 agencies. Advertisers, on the other hand, are companies that seek to promote their own products - and their numbers have only increased for most traditional media.

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Advertising market in France

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