法国广告行业市场前景及投资研究报告-培训课件外文版2024.6游戏内置广告

INDUSTRIES

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MARKETSAdvertisinginFranceCHAPTER

01OverviewAdvertisingspendinginFrancefrom2019to2023(inbillioneuros)AdvertisingspendinginFrance2019-20232017.321816141210816.7415.9315.0613.316420201920202021202220233Description:In2023,advertisingspendinginFrancestoodat17.32billioneuros.Thisconstitutesagrowthrateof3.4percentonthevalueof16.74billionrecordedayearearlier.Frenchadvertisingmarketexperiencedaslumpis2020duetoCOVID-19relatedeconomicproblemsbutrecoveredtopre-COVID-19levelsalreadyin2021.ReadmoreNote(s):France;2019to2023Source(s):FrancePub;IREP;KantarAdvertisingspendingoftraditionalmediaanddigitalmediainFrancefrom2018to2023(inbillioneuros)Adspendingoftraditional&digitalmediaFrance2018-2023TraditionalmediaDigitalmedia201816149.69.58121086.818.26.016.8468.568.5447.98.18.226.87202018201920202021202220234Description:In2023,spendingontraditionalmediaadvertisinginFrancestoodat8.22billioneuros.Inthesameyear,spendingondigitalmediawashigher,amountingto9.58billioneuros.ReadmoreNote(s):France;2018to2023;currentpricesSource(s):FrancePub;IREP;KantarAdvertisingspendinginFrancein2023,bymedium(inmillioneuros)AdvertisinginvestmentsinFrance2023,bymedium10,0009,3129,0008,0007,0006,0005,0004,0003,0002,0001,00003,3821,749Press1,28572282DigitalmediaTelevisionOutdooradvertisingRadioCinema5Description:DigitalmediatoppedtherankingofthemediawiththehighestadvertisingspendinginFrancein2023.Inthatyear,digitalmediaaltogethersawmorethan9.3billioneurosinadinvestmentsinthecountry,whiletelevisionrankedsecondwitharound3.8billioninadspend.ReadmoreNote(s):France;2023Source(s):FrancePub;IREP;KantarGrowthofadvertisingspendinginFrancein2022and2023,bymediumAdspendchangeinFrance2022-2023,bymediumYear-on-yeargrowth2023202225%0%5%10%9.7%15%20%30%35%40%45%50%47.6%CinemaAudio0.3%1.9%5.5%Digital8%0.8%1.9%TV7.4%Out-of-homeNewspapersMagazinesTotal14.7%1.1%0.5%0.4%6%3.9%6.4%6Description:TotaladvertisingspendinginFrancewasexpectedtogrowby3.9percentin2023.Cinemawasexpectedtoincreaseby9.7percentinthesameyear,maintainingthehighestgrowthrateamongallmediainthecountry.

ReadmoreNote(s):France;October2022;forecastSource(s):Dentsu;Website(cb-expert.fr)CHAPTER

02OfflinemediaTelevisionadvertisingrevenueinFrancefrom2017to2023(inmillioneuros)TelevisionadvertisingrevenuesinFrance2017-20234,0003,5493,4853,4253,4033,3823,5003,0002,5002,0001,5001,0005003,3503,026020172018201920202021202220238Description:Televisionadvertisingrevenueremainedrelativelystablefrom2017to2019inFrancewithatotalofaround3.4billioneuros.Afterthedipin2020causedbytheoutbreakofthecoronavirus,TVadrevenuegrewtonearly3.5billioneurosin2022,onlytodropdownwiththreepercenttounder3.4billioneurosin2023.ReadmoreNote(s):France;2017to2023Source(s):FrancePub;IREP;KantarCinemaadvertisingrevenueinFrancefrom2017to2023(inmillioneuros)CinemaadvertisingrevenueinFrance2017-202312010010080604020095928264422520172018201920202021202220239Description:In2020,thecinemaindustrywasdeeplyimpactedbythecoronaviruspandemicandregisteredasharpdecrease,withadrevenuesfallingto25millioneuros.In2023cinemaadrevenuesgrewwith30.4percentcomparedtotheyearbeforeandreached82millioneuros.ReadmoreNote(s):France;2017to2023Source(s):FrancePub;IREP;KantarRadioadvertisingrevenueinFrancefrom2017to2023(inmillioneuros)RadioadvertisingrevenueinFrance2017-20238007227147027026996867006005004003002001000623201720182019202020212022202310Description:RadioadvertisingrevenueinFrancegrewby3.1percentto722millioneurosin2023comparedto2022.Thepre-pandemiclevelsforradioadrevenueinFranceoscillatedaround700millioneuros.

ReadmoreNote(s):France;2017to2023Source(s):FrancePub;IREP;KantarPressadvertisingrevenueinFrancefrom2017to2023(inmillioneuros)PressadvertisingrevenueinFrance2017-20232,5002,2802,1602,0722,0001,5001,0005001,8331,8161,7491,5620201720182019202020212022202311Description:In2023,pressadvertisingrevenueinFrancestoodat1.75billioneuros.However,thepre-pandemiclevelsofovertwobillionstillhavenotbeenreached.

ReadmoreNote(s):France;2017to2023Source(s):FrancePub;IREP;KantarOut-of-home(OOH)advertisingrevenueinFrancein2023,byformat(inmillioneuros)Out-of-homeadvertisingrevenueinFrance2023,byformat1,4001,2851,2001,0008006004002000268TotalDigitalOOH12Description:In2023,out-of-homeadvertisingrevenueinFranceamountedto1.29billioneuros,outofwhichdigitalOOHaccountedfor268millioneuros.OOHadvertisinginFrancegrewwith5.2percentthatsameyear.

ReadmoreNote(s):France;2023Source(s):FrancePub;IREP;KantarCHAPTER

03DigitalmediaDigitaladvertisingspendinginFrancefrom2019to2024(inbillioneuros)DigitaladvertisingmarketvalueinFrance2019to20241412.4811.531210810.539.817.376.77642020192020202120222023*2024*14Description:In2023,digitaladvertisinginFrancewasestimatedat11.53billioneurosandthesourceprojected,theexpenditurewouldincreaseapproximately8.2percenttoreach12.48billionin2024.

ReadmoreNote(s):France;2019to2022;*Forecast.Figureshavebeenrounded.Figurespriorto2021aretakenfrompreviouspublications.

ReadmoreSource(s):Magna;Website(CBExpert)DistributionofdigitaladvertisingspendinginFrancein2023,byformatDisplayadspendinFrance2023,byformat50%44%45%40%35%30%25%20%15%10%5%27%19%10%0%SearchSocialDisplayAffiliate,email,andcomparisonportals15Description:In2023,searchwasthelargestdigitaladvertisingformatinFrance,withashareof44percentintotaldigitaladspending.Socialrankedsecond,withashareof27percent,followedbydisplay,with19percent.

ReadmoreNote(s):France;2023Source(s):OliverWyman;SRI-LesRégiesInternet;UDECAMOnlinedisplayadvertisingspendinginFrancein2023,byformat(inmillioneuros)DigitaldisplayadvertisingspendinginFrance2023,byformat40037035030025020015010050884480ClassicdisplayadvertisingVideoSpecialoperations*Audio16Description:Spendingonclassicdisplayadvertisingsuchaswebbannersexceeded370millioneurosinFrancein2023,whereas88millioneuroswerespentonvideoadvertisingthatyearinthecountry.

ReadmoreNote(s):France;2023;*Specialoperationscoversdifferenttypesofonlinemarketingwhichareneitherclassicaldisplayadvertising,norvideoadvertising,forexamplecouponing,marketingactionsviasocialnetworks,etc.

ReadmoreSource(s):OliverWyman;SRI-LesRégiesInternet;UDECAMSearchadvertisingspendinginFrancefrom2012to2023(inbillioneuros)SearchadspendinFrance2012-20234.54.14.03.713.53.02.52.01.51.00.50.03.262.542.482.282.051.891.821.751.671.620122013201420152016201720182019202020212022202317Description:SearchadvertisingspendinginFrancegrewsteadilyduringthepresentedtimeperiod,itsvaluereaching4.10billioneurosin2023.Thespendingincreasedby11percentofthevaluereportedin2022.SearchisthelargestdigitaladformatinFrance,followedbysocialanddisplay.ReadmoreNote(s):France;2012to2023Source(s):OliverWyman;SRI-LesRégiesInternet;UDECAMSocialmediaadvertisingspendinginFrancefrom2019to2023(inbillioneuros)SocialmediaadspendinFrance2019-20233.02.52.472.212.042.01.671.451.51.00.50.02019202020212022202318Description:In2023,socialmediaadvertisingspendinginFrancestoodataround2.47billioneuros,havingincreased12percentonthefiguresreportedayearearlier.In2022,itstoodatroughly2.2billioneuros.Socialmediaadvertisingisthesecondlargestpartofthemarketinthecountry,rightaftersearch.ReadmoreNote(s):France;2019to2023Source(s):OliverWyman;SRI-LesRégiesInternet;UDECAMDigitalvideoadvertisingspendinginFrancefrom2011to2023(inmillioneuros)DigitalvideoadspendinFrance2011-20231,000900800700600500400300200911847823729577541474417309230136102671000201120122013201420152016201720182019202020212022202319Description:In2023,digitalvideoadvertisingexpenditureinFrancestoodat911millioneuros-outofwhich90percentbelongedtoinstreamvideoandtheremainingtentooutstreamvideo.ReadmoreNote(s):France;2011to2023Source(s):OliverWyman;SRI-LesRégiesInternet;UDECAMDigitalaudioadvertisingspendinginFrancefrom2019to2023(inmillioneuros)AudioadspendinFrance2019-202312010080987660484030162002019202020212022202320Description:In2023,digitalaudioadvertisingexpenditureinFrancestoodat98millioneuros,increasing30percentonthevalueof76millionreportedayearearlier.ReadmoreNote(s):France;2019to2023Source(s):OliverWyman;SRI-LesRégiesInternet;UDECAMAdspendingofthemobiledigitaladvertisingindustryinFrance2018-2028(inbillionU.S.dollars)AdspendingofthemobiledigitaladvertisingindustryinFrance2018-2028987657.767.216.676.115.564.974.353.77432102.892.391.882018201920202021202220232024202520262027202821Description:Theindicator'AdSpendingMobile'inthe'DigitalAdvertisingMobile'segmentofthedigitaladvertisingmarketinFrancewasforecasttocontinuouslyincreasebetween2023and2028byintotal2.8billionU.S.dollars(+56.34percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach7.76billionU.S.dollarsandthereforeanewpeakin2028.Notably,theindicator'AdSpendingMobile'ofthe'DigitalAdvertisingMobile'segmentofthedigitaladvertisingmarketwas[...]ReadmoreNote(s):France;2018to2028Source(s):DigitalMarketInsightsCHAPTER

04AdvertisersandagenciesLeadingmediaandadvertisingagencygroupsinFrancefrom1stquarterto3rdquarter2023,bynewbusinessvalue(inmillionU.S.dollars)LeadingmediaandadagencygroupsinFranceQ1-Q32023,bynewbusinessvalue1401171201008060402005849HavasMediaGroupdentsuinternationalGroupM23Description:HavasMediaGrouprankedastheleadingmediaagencygroupinFrancebasedonnewbusinessvaluebetweenthefirstandthirdquartersof2023.Accordingtothesource'scalculations,PublicisMediarecordedatotalnewbusinessvalueof117millionU.S.dollarsfrombothretainedandnewclients.DentsuInternationalfollowed,with58milliondollarsinnewbusinessvalue,whileGroupMroundedoutthetopthreeat49milliondollars.ReadmoreNote(s):Q1toQ32023;includingretentionsSource(s):COMvergence;OffremediaLeadingmediaandadvertisingagenciesinFrancefrom1stquarterto3rdquarter2023,bynewbusinessvalue(inmillionU.S.dollars)LeadingmediaandadagenciesinFranceQ1-Q32023,bynewbusinessvalue140132120100806040200113916330iProspectHavasMediaMindshareRe-MindPHDCoSpiritMedia24Description:iPorspectrankedastheleadingmediaagencyinFrancebasedonnewbusinessvaluebetweenthefirstandthirdquartersof2023.Accordingtothesource'scalculations,iProspectrecordedatotalnewbusinessvalueof132millionU.S.dollarsfrombothretainedandnewclients.HavasMediafollowed,with113milliondollarsinnewbusinessvalue,whileMindshareroundedoutthetopthreeat91milliondollars.ReadmoreNote(s):France;Q1toQ32023;includingretentionsSource(s):COMvergence;OffremediaNumberofonlineradioandmusicadvertisersinFrancefrom2019to2023NumberofonlineradioandmusicadvertisersinFrance2019-20232,0001,8001,6001,4001,2001,0008001,7636001,08920224006604702000415201920202021202325Description:ThenumberofonlineradioandmusicadvertisersinFrancegrewfrom2019andreached1,763advertisersbetweenJanuaryandDecember2023.Thatvaluegrewbyalmost700incomparisontothepreviousyear.

ReadmoreNote(s):France;2019to2023Source(s):Acast;Altice;Deezer;Lagardère;M6(M6Publicité);NRJGroup;Spotify;TargetSpotNumberofadvertiserswhoinvestedintelevisioninFrancefrom2009to2021NumberofadvertisersinvestingintelevisioninFrance2009-20212,5002,2542,1832,1522,0982,0692,0392,0161,9712,0001,5001,0005001,8951,8051,7511,7211,5500200920102011201220132014201520162017201820192020202126Description:ThisstatisticpresentstheevolutionofthenumberofadvertisershavinginvestedintelevisioninFrance,from2009to2021.Thisfigurehasbeenconstantlyincreasingfrom2009to2021,exceptin2012andin2016,wherethenumberofadvertisershasslightlydecreasedcomparedtothepreviousyear.Thenumberoftelevisionadvertisersexceeded2,000advertisersin2014,whilein2021therewere2,254advertisersthatinvestedinFrenchtelevision.

ReadmoreNote(s):France;2009to2021Source(s):Kantar;SyndicatNationaldelaPublicitéTéléviséeNumberofdigitaladvertisersinFrancefrom2019to2023NumberofdigitaladvertisersinFrance2019-202360,00056,85647,88850,00040,00030,00020,00010,000045,52443,91742,0972019202020212022202327Description:In2023,56,856entitiesadvertisedonlineinFrance,upfrom47,888entitiesayearearlier.In2023,digitaladspendinFrancestoodat9.31billioneuros.ReadmoreNote(s):France;2019to2022Source(s):FrancePub;IREP;KantarCHAPTER

05ConsumerperspectiveShareofinternetusersinFrancewhodiscovernewbrandsandproductsviaselectchannelsasofJanuary2024NewbranddiscoverychannelsinFrance2024Shareofrespondents10%

15%0%5%20%25%30%35%40%45%SearchenginesWord-of-mouthrecommendationsProductsamplesandtrialsOnlineretailwebsite41.1%28.6%26.6%26.4%TVads23.8%Brandwebsites21.8%21.4%ProductcomparisonsitesIn-storedisplaysorpromotionsBrochurseandcataloguesConsumerreviewsites20.9%18.9%18.6%TVshowsandfilmsCompanye-mailsorlettersSocialmediaads16.2%14.7%12.7%12.6%11.5%SocialmediacommentsandrecommendationsAdsonwebsites29Description:AsofJanuary2024,themostpopularsourcesthroughwhichinternetusersinFrancediscoverednewbrandsandproductswereadsonsearchengines,word-of-mouthrecommendationsfromfriendsandfamilyandproductsamples.Accordingto16.2percentofsurveyedrespondentsTVadsaidedthemtofindoutaboutnewbrands,while11.5percentsaidthesameaboutadvertisingonwebsites.

ReadmoreNote(s):France;2023;16to64years;amonginternetusersSource(s):DataReportal;GWI;Hootsuite;WeAreSocialPrimarybrandonlineresearchchannelsaccordingtointernetusersinFranceasofJanuary2024PrimaryonlinechannelforbrandresearchinFrance2024Shareofrespondents30%0%10%20%40%50%60%70%SearchenginesSocialnetworks59.7%32.1%31.1%29.1%BrandwebsitesConsumerreviewsPricecomparisonsitesDiscountcouponsitesQ&Asites24.3%18.9%14.7%13.9%13.5%SpecialistreviewsitesMobileappsVideosites11%10.6%8.8%7.2%ForumsandmessageboardsBrandblogsMessagingservicesMicro-blogs4.8%30Description:AsurveycarriedoutduringfromJanuary2023toJanuary2024foundthat59.7percentofFrenchinternetusersutilizedsearchenginesasoneoftheirprimarychannelswhenactivelylookingformoreinformationaboutbrands,products,andservices.Socialnetworkswererankedsecondwith32.1percentofrespondentsstatingthattheymainlyusedthemwhenresearchingbrands.ReadmoreNote(s):Franc