E-Pub in France, a growth of 6% in first half 2016
The market returned to strong growth in the first half of 2016, according to the Observatory for ePub. Mobile, video and program remain the main growth levers.
With an annual growth of 6% of investments, the lights are green for the French market of digital advertising during the first half of 2016. The market was content to growth of around 3% these last years in this same period.
The digital dethroned the TV, a historic first
A total of 1.651 billion euros’ net was invested in the first half of 2016, according to the Observatory ePub UDECAM prepared by SRI and PWC. Estimates of the trio and those of Irep leave even believe that the digital could dethrone TV in the budgets of advertisers this year. That is certainly what happened in the first quarter with a 30% market share for digital and 29.7% for TV. A historic first. « It remains to see if the trend continues for the rest of the year, tempers the president of SRI, Sophie Poncin.
The search still leads
With nearly 929 million euros collected, the search still accounts for the largest share. But its market share fell from 58 to 56% over the period. Blame it on a display market particularly in shape, with the strongest growth in all sectors: + 13.7%.
Strong growth of mobile-programmatic-video
In detail, no surprises. There is a very pronounced growth for the mobile-video-programmatic trio. Investment in video grew by 26% between the first half of 2015 and the first half of 2016.
The format weighed 34% of display investment in the first half of 2016. Note that 35% of videos purchases were made via programmatic.
Overall, 50% of bar display allocated to programmatic buying is finally reached. Nearly 271 million euros have been invested in this way in the first half of 2016.
Even craze for mobile, with spending up 71% between the first half of 2015 and the first half of 2016. Special mention to search, up 80% on that device and that represents 56% of investments in mobile advertising.
Étudiant en Master 2 Commerce Électronique
Université de Strasbourg