there 30th edition of the observatory e-pub Published by SRI and UDECAM. This study, conducted in partnership with Oliver Wyman, aims to analyze the evolution and distribution of digital advertising turnover in France, and to produce forecasts for the coming months.
Key figures in digital advertising in France
The first assessment made by Oliver Wyman’s study is clear: in the first half of 2023, the growth of digital advertising in France slowed down significantly. It’s still positive (+5%), but it’s a good time, compared to the first half of 2022 when it was +15%. This confirms the trend We previously referred to it at the beginning of 2023 that fits ‘Uncertain economic context’.
Here are the most important figures in the digital advertising market in France:
- Total online advertising turnover: 4.4 billion euros in the first half of 2023, compared to 4.2 billion euros in the first half of 2022.
- Average Annual Growth Rate: +13% in the first half on average since 2013.
- Market Leverage Distribution: Search (46%), Social Networks (25%), Display Network (19%), Affiliation, Email and Comparisons (10%).
- The weight of the Google-Amazon-Meta trio: It represents more than 3 billion euros, or 69% of market revenue (+1% compared to the first half of 2022).
We didn’t expect a class so dynamic. With growth of 5% in an inflationary market of the same size, it is clear that we are in a phase of slowing down and may be the beginning of a phase of greater digital maturity, Emmanuelle Amiot of Oliver Wyman analyzes.
Presentation: Digital audio shows good growth
Supply growth, which slowed sharply last year, stabilized at +2%, similar to the second half of 2022. Revenue, for its part, amounted to 826 million euros, compared to 812 million euros in the first half of 2022. This decline in growth affects across all sectors, but only publishing and news are suffering, down by -10%.
Formats also show a certain heterogeneity, as digital audio continues to advance. The video, for its part, skips the symbolic bar, which accounts for 50% of the total view share:
- the video : +6% growth, 51% in Display Network share,
- Classic: -5% decrease, 38% in supply share,
- special operations: -7% decrease, 6% in supply share,
- digital voice: +39% growth, 5% in Display Network share.
In the context of budget optimization, the winners are levers that focus on ROI and performance. We must applaud the remarkable growth in digital audio, radio and video/TV in all its forms (catch-up, AVOD, connected TV, segmented TV), Emmanuel Amiot acknowledges.
Retail media, one of the best performing leverages in the first half of 2023
In 2022, retail media will experience significant growth of about 30%. In the first half of 2023, it remains one of the best performing leverages, which advertisers are betting on a lot. Retail Search, which includes sponsored links in search engines to retail websites, rose 21% and accounted for 65% of Retail Media’s revenue, with €325 million. The retail offering, which includes classic formats, video and special operations sold by retail players, represents 35% of Retail Media, with revenues of €173 million.
In total, it weighs 498 million euros in the first half of 2023. This is slightly less than in the first half of 2022 (558 million euros) which saw exceptional growth, but more than in the first half of 2021 (401 million euro). “The most notable element is the tangible emergence of Lever 5 with Retail Media. It now accounts for 11% of the market thanks to the combination of 4 very favorable dimensions for brands, namely targeting ‘shopper’ profiles, purchase context, increasingly structured display and measurement of effectiveness. a job “notes Jean-Baptiste Rouet, President of the Digital Commission of UDECAM.
What are the prospects for the end of 2023?
For the rest of 2023, Oliver Wyman expects growth of around +6%, i.e. a turnover of around €9 billion for the digital advertising market in France. In 2022, the latter will reach nearly 8.5 billion euros. “Growth should benefit from a more favorable context, select monitors, With the Rugby World Cup in France in particular at the start of the school year, the build-up to the 2024 Paris Olympics and the seasonal impact in the fourth quarter. »
Digital advertising will continue to grow while the ecosystem is still heavily influenced by regulatory and technological developments: GAFAM is under close scrutiny by regulators, and the application of AMD And DSAan end The end of third-party cookies Approaches and metrics-related issues, particularly the carbon footprint.
