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Get results with advertising in France

Are you ready to skyrocket your results in France? Then you’ve come to the right place! As advertising gets more popular and important in France, it is of high importance to jump on the train right now. Read further to get your results through the roof!

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The France advertising industry today

The trend of online advertising has changed the advertising industry completely in France. The French online advertising market was around 6.18 billion in 2021. With over 65% of total spend on advertising in France, it can be considered as one of the most essential ways to advertise this century. Traditional advertising, such as ads on television and print, are expected to decrease by 6.8% on an annual basis. Online advertising provides marketers with a more dynamic way of advertising. You can start, change and stop a project at any time. Traditional advertising provides a less flexible way. For example, TV commercials are often weeks earlier produced than when the audience gets to see it on the TV. And as consumer behavior changes more and more often, it can be a major risk to work with traditional advertising.

Some great brands that we've already worked with

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Some great brands that we've already worked with

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What are the biggest advertising platforms in France?

Looking at market share and active users, the top 3 of advertising platforms in France are:

  1. Google Ads: With a market share of 92% in France, Google Ads outranks its competitors by far. With all the different tools that Google Ads provides, you can easily target your audience with specific demographics, interests and relevant keywords. Preciseness has never been so easy.
  2. Facebook Ads: 53% of the population in France, which represents 35 million people, are actively using the platform of Facebook. Its sophisticated targeting options based on demographics, interests, and behaviors allow precise ad placement. Additionally, Facebook has also a little sister, Instagram, where 41% of the french population is an active user. On Instagram, businesses get the opportunity to advertise with visual-focused ads. A study in France even showed that 71% of the internet users are more engaged by visual content instead of written content.
  3. Criteo: Criteo specializes in personalized retargeting, making it valuable for cross-border businesses targeting French consumers. Its dynamic product ads allow businesses to re-engage with users who have shown interest, achieving high conversion rates. Criteo’s extensive reach (reaching 74% of the French population) ensures a wide exposure to potential customers, making it advantageous for cross-border businesses aiming to increase brand visibility and conversions.

Impact of French consumer behavior on advertising

A recent study showed that people in France spend about 2 hours and 35 minutes per day on the internet. Within that time, they are approximately 1 hour consuming digital advertorial content. This is way lower than the average of 5 hours per day on the internet in the rest of Europe. Therefore, it is crucial to optimize those advertorial chances as much as possible.

One of the key things to keep in mind is the preference for local businesses. 61% of all respondents to a study mentioned that they even prepared to pay more for a local product rather than from a big chain. Another key thing to keep in mind is the privacy concern. 90% respondents to a study conducted in 2021, said that they were worried about the use of their personal data.

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The future of advertising in France

Facebook and Google Ads are getting more and more competition with the rise of new social media platforms. Businesses spend 387 million euros on advertising on TikTok and Snapchat in 2021. With a steady growth of 42% year over year, it means that these social media platforms can get closer to a major stake of the online advertising market soon. What makes these two platforms different, is that they provide way more in-app features which can help you with editing your visual advertisements.

Questions about advertising in France?