Digital platforms will claim nearly €5 billion ($5.9 billion) in ad outlays in France this year—equivalent to 41.0% of total media ad spending. Three-quarters of that digital sum will go to Facebook and Google.
A new crop of sports OTT services has emerged in France. Top players include TV networks, Amazon, Eurovision Sports and Mediapro. The lines between TV and digital are blurring, as providers and consumers use multiple platforms and devices.
Investment in programmatic display ads in France passed €1 billion ($1.13 billion) in 2018—a gain of nearly 31% compared with 2017. Programmatic advertising also passed another milestone, accounting for more than 80% of all digital display ad spending.