France does not only have good recipes for exquisite cuisine – it also knows how to mix marketing ingredients for successful advertising content and tasty return on investment (ROI) . By the end of 2023, France was the
surpassed 17 billion euros. The French advertising sector is on a steady digital path, and a closer look at the investment distribution reveals the market’s specific dynamics.
Withstanding the test of time: offline advertising
France has pioneered various offline advertising platforms and practices. Some of the most impactful innovations include Jean-Claude Decaux's advances in out-of-home (OOH) advertising in the early 1960s. Roughly six decades later,
OOH ad revenue in France amounted to 1.3 billion euros in 2023 after outdoor ads saw a steep decline in investments due to worldwide lockdowns in 2020. Two other offline formats in France that continue to persevere are radio and TV. Data shows that both
revenues from radio and
television ad revenues exceeded pre-pandemic levels.
French online advertising is on a roll
With the number of internet users and the demand for online media content at an all-time high, marketers are leveraging the internet's vast potential and reallocating funds away from offline channels. In 2024,
digital ad spend in France was forecast to surpass 12 billion euros, placing the country among the largest digital ad markets worldwide. When looking at data on the
distribution of digital ad spend in France, it is revealed that search advertising remains the top format towards which professionals were flocking, followed by social and display. Roughly four billion euros were devoted to search campaigns in 2023, representing more than 44 percent of total digital expenditures. Meanwhile, spending on social media ad campaigns reached almost three billion euros.
While the vast popularity of Facebook, Instagram, and TikTok explain s this figure, both consumers and social media creators in France have
increased their demands towards a more ethical type of social media influencer marketing.
Balancing between digital and offline for the future
With France regulating its influencer market more severely since June 2023, advertisers and marketers need to be careful about their digital commercial collaborations. However, while linear formats are still standing strong, France’s ad spend is expected to hit just the right levels of spice in the advertising stew game.
This text provides general information. Statista assumes no
liability for the information given being complete or correct.
Due to varying update cycles, statistics can display more up-to-date
data than referenced in the text.
