The growth of the French online advertising market marked a sharp slowdown in the first half of 2023, which particularly affected press sites, according to the 30th edition of the e-pub observatory published on Tuesday. The publishing and information segment fell 10% to €261m in the period, and is now neck-and-neck with video and music streaming sites (€257m, +7%), according to these compiled figures. by the Internet Management Union (SRI) and Udecam (media agencies).
For Jean-Baptiste Rouet, president of the digital commission of Udecam and digital manager of Publicis, the drop in advertising revenue from news sites is due in particular to their fragmentation, which does not allow them to access all the small advertisers, except to go most of the time through Gafa’s advertising tools, he explained during a press conference.
More generally, the online advertising market increased by just 5% to reach €4.4 billion, affected in particular by the effects of inflation that led advertisers to limit their spending and favor targeted advertising, comparators and affiliate sites.
These last two segments, associated with email marketing campaigns, grew strongly by 10% to 455 million euros.
Luxury, automotive and leisure in good condition
Luxury, automobiles, entertainment and tourism also led the market, said Emmanuel Amiot, of the Oliver Wyman firm, in charge of the study.
Throughout the year, thanks to the positive signs of recent weeks and the prospect of the Rugby World Cup at the start of the school year, the firm forecasts market growth of 6% to 9,000 million euros, below from the average trend since 2013 of +13% per year.
The online search advertising segment increased by 8% in the first half to over €2 billion, driven in particular by Amazon and advertising on e-commerce sites.
But the main thing comes from the “Google liner (which) continues to prove its effectiveness and progress in volume, with more and more sponsored links, and is really anchored in consumer habits,” said Emmanuel Amiot.
youtube down
However, its YouTube platform loses speed to the benefit of its rival TikTok’s short videos, growing by more than 20%. Audio formats (podcasts) take off (+39%, 42 million euros), as well as connected and directed television. The Meta, which reigned in the advertising segment on social networks, must also make room in particular for Snap (Snapchat).
But “I would like to see a rebalancing (for the benefit of European players), a matter of economic and cultural pluralism,” he pleaded, denouncing the “low-cost” logic that leads brands to invest massively in the large platforms on which they they operate. “in a vacuum cleaner”.
The top three Google-Meta-Amazon grew further in the first half to reach more than two-thirds of the total market (69%) with more than €3 billion in combined revenue.
Source: BFM TV
