According to the latest data published by the SRI e-pub Observatory in partnership with Oliver Wyman and UDECAM, the French digital advertising market reached record sales in 2024. With nearly 11 billion euros collected, growth remains strong at +14% over one year, although marked disparities persist depending on the sectors and advertising formats.
In 2024, it will reach a new milestone with record sales of nearly 11 billion euros, representing growth of 14% over one year. However, while the overall dynamic is positive, not all sectors and formats are in the same boat.
Solid but contrasting growth
The year started off with a bang with a first half of the year at +14%, before slowing down a little in the second half of the year. A situation that reflects a constantly changing ecosystem, where certain players capture the bulk of investments.
Unsurprisingly, the trio Google, Meta and Amazon still stands out as the giants of the sector, capturing 74% of the additional revenue generated over the year. European platforms, for their part, are losing a little ground, going from 22% market share in 2023 to 21% in 2024. A slight erosion, but one that speaks volumes about the difficulty local players have in competing with the American giants.
Social and Retail Media: the drivers of growth
Social is exploding with impressive growth of 24%, now accounting for 31% of the total market. Short video formats are booming, driven by platforms like Instagram and TikTok which are capturing an engaged audience. For its part, Retail Media is continuing its rise at +14%, representing 11% of the market. Search Retail is driving this growth, up 34%, confirming the importance of advertising integrated into online shopping experiences.
Advertising formats with uneven performance
Video continues to reign supreme with 51% market share and stable growth of 11%. Videos on social networks are stealing the show, representing 60% of the total volume of video advertising. On the other hand, traditional Display is suffering: banner ads are down slightly (-2%), now representing only 36% of Display. Special operations remain stable, still accounting for 7% of the market but without any real take-off.
Which sectors are benefiting from this momentum?
Streaming platforms (video and audio) and TV & Radio broadcasters are recording spectacular increases of 28% and 36% respectively on Display. Advertising in the premium content universe has never been so healthy. On the other hand, news and publishing media are still struggling to hold their own. After several years of difficulties, their market share is still shrinking in 2024, with a drop of 6%. Advertising monetization remains a real headache for these players, faced with the domination of platforms.
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