In 2014, for the first time ever, advertisers spent more on digital than print in France.
As digital marketing becomes increasingly important to business strategies, 80% of companies plan to increase their digital marketing budgets for 2015 and 2016. Budgets reserved for digital are increasing more and more and advertisers are spending more for online.
According to a recent report from Syndicat des Régies Internet (SRI) and PricewaterhouseCoopers (PwC), digital ad spending in France totaled nearly €2.9 billion ($3.85 billion) in 2014. TV claimed the largest share of total media ad spending, at 27%, but outlays on digital advertising were not far behind, at 25%.
The strong showing of digital, and the continuing decline in newspapers and magazines as advertising vehicles, pushed print down to third place -a 24% share of the market- for the first time.
Search remained the dominant digital ad sector in France last year, claiming 59% of all ad spending on digital platforms, and reaching a total of nearly €1.75 billion ($2.32 billion). Investment on both national and local search platforms rose by 4% compared with 2013.
France is one of the most important centres of culture, business and technology in the world with an increasingly urban, digitally savvy population. As consumer’s media habits shift to smartphones and social media, digital agencies in France lead the way for brands and various advertisers to get the right consumer insights and channel selection to get the most from their digital marketing investments.