The 33rd e-pub Observatory, published by the SRI and UDECAM in partnership with the Oliver Wyman firm, reveals significant growth in digital advertising in France in 2024, reaching a turnover of nearly 11 billion euros, an increase of 14% compared to the previous year.
Distribution of the main market levers:
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Search : Although its market share has slightly decreased from 43% to 41%, Search is recording growth of 10%, mainly supported by Retail Search which now represents 20% of this segment.
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Social : Showing a remarkable progression of 24%, Social sees its market share increase from 28% to 31%, confirming its attractiveness to advertisers.
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Display : With a growth of 17%, Display maintains its market share at 19%, representing a turnover of 2.12 billion euros.
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Affiliation, Emailing & Comparators : These levers are experiencing modest growth of 2%, their market share going from 10% to 9%.
Focus on the Display:
Display growth is mainly driven by video and music streaming platforms (+28%) as well as TV & Radio players (+36%). Together, these segments represent 38% and 20% of the Display market respectively. Conversely, the Retail & Services and Publishing & Information categories show more modest progressions, with growth of 5% and 1% respectively.
Format trends:
The video format continues to dominate the market, representing 58% of Display and generating 80% of its growth. This trend highlights the growing importance of video in digital advertising strategies.
Outlook for 2025:
Oliver Wyman predicts digital advertising growth in France of around 13% by 2025, which would bring the market to an estimated turnover of 12.4 billion euros. This projection is in line with the trends observed in recent years.
More details on the SRI website
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