The French online advertising market has practically maintained its growth rate in 2023, boosted by the development of short videos, reveals the 31st edition of the e-pub Observatory published on Tuesday.
The sector thus recorded an increase of 9% last year, slightly less than in 2022 (10%), and now weighs 9.3 billion euros, according to figures compiled by the firm Oliver Wyman, commissioned by the Union of internet agencies in partnership with Udecam, which represents consulting agencies.
Videos broadcast on social networks stand out, with a 17% growth in advertising distributed through these channels, a particularly notable trend on short video platforms like TikTok.
Social networks, which attract a larger audience with longer screen time, also reach more age groups, underlines Maïté Dailleau, from the Oliver Wyman firm.
“It’s no longer just about teenagers going on TikTok
,” she says.
Domination of web giants
Another big trend for 2023:
“retail search”
, that is to say the fact of advertisers paying e-commerce platforms to appear in a better position in search results, jumps 34% , after an increase of 41% in 2022. Growth largely driven by Amazon, while the overall market is tightening even more around the web giants, the trio Google, Amazon and Meta, whose market share now reaches 68%, or 6.3 billion euros.
Corinne Mrejen, president of the Union of Internet Agencies, thus underlines the existence of a
“very concentrated market”
, where a handful of players dominate.
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The online advertising market is also being shaken up by the evolution of online targeting practices: data linked to transactions carried out is becoming more important, while third-party cookies are set to disappear by the end of 2024.
The audio and video streaming segment is also doing well, posting growth of 12% last year, to 565 million euros.
That of information and publishing, on the other hand, suffered, ending 2023 with a decline of 6%, to 548 million euros.
This decline could lead to
“questioning the economic model of these players, with advertising accounting for example for more than 80% of digital revenues from press titles in Europe
,” notes the report.
The States General of Information, launched in October 2023 to reflect on the economic models of the media sector, could nevertheless change the situation, by attempting to rebalance advertising revenue.
The conclusions are expected at the end of June.