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He does not gallop anymore, he hovers. Literally. After having pbaded the TV spot of a good neckline in 2017, the digital distance now relentlessly, with nearly 40% share of the advertising market in France. Largely driven by the equally spectacular growth of video, up 45.2% on the "display" format (videos and banners), which is opposed to "search" (search engines).
Thursday, during the presentation of the 20th edition of the Observatory of the e-pub, published by the Syndicat des Régies Internet (SRI) and produced by PwC in partnership with Udecam (Union of consulting firms and media buying), the figures were final: the French market of digital advertising reached 2.244 billion euros in the first half of 2018, showing a growth of 15.5% over the period, "the strongest since four years, "said Sylvia Tbadan Toffola, president of SRI and also managing director of TF1 Publicité.
The dominance of the digital accelerates
His domination is better than to be confirmed. She is accelerating. And on arrival, digital now accounts for 39.2% of advertising investment in the media against 34.5% in the first half of 2017 … nibbling at the pbadage of shares in television (27.4%), the press ( 16.2%), billboards, radio and directories.
Site visits are now 76% on mobile, according to Médiamétrie, and for the first time, the latter is attracting the majority (51%) of investments in the two main growth drivers of digital advertising, "search And "display". The Google and Facebook platforms then consume the essential (79
%
) digital investments … and 93% on the mobile.
The "visible vu"
This acceleration of the domination of Digital advertising goes hand in hand with the rise in display growth, up 29.9%, largely driven by video, especially on social networks. Because the explosion of the video format (and in particular live) up 45.2% on various media and formats – social networks, mobile and programmatic advertising – figure as the second teaching of the study .
On the "social media", the video has experienced a growth of 117.2% of expenditure to 166 million euros. While the mobile became the first advertising medium of the video on the Internet, with a surge of 78% of investments. "Video is a more engaging format for advertisers," says SRI. But its boom also corresponds to a more global consumer appetite for this type of content, facilitated by 4G and more sophisticated equipment. "
But if the volume of clicks counts, the time spent and the visibility of the advertisements take precedence. "What is important is" do we have real people in front of our messages who see them in their entirety? " intervened, with a certain virulence, Raphael de Andreis, president of Havas Village and Udecam. A message that we see only one end is useless. The other day, I learned a term, the "visible vu", one becomes stamped … It takes mbad and the notoriety but it is also necessary to put back of common sense. »
Véronique Richebois
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