In France, online ad spending will overtake print in 2014, according to ZenithOptimedia, and could pass TV by the end of 2015, according to MAGNA GLOBAL

MAGNA GLOBAL ( IPG Mediabrands ) and ZenithOptimedia ( Publicis ) have just published their latest advertising expenditure forecasts. Here are some key figures .

Regarding to ad spending in France, ZenithOptimedia has maintained its previous forecast with a growth of +0.3 % in 2014. The media agency is predicting a slight recovery in 2015 and 2016 with an increase of +0.8% and +1.2 % respectively. Internet ad spending will overtake print for the first time in France in 2014 by accounting for 23.5% of the ad market (vs print : 22.3%).
The online advertising market is expected to increase by 3.6 % in 2013, 5% in 2014 and 5.5% in 2015 driven by the strong growth of online video advertising (+120 % between 2013 and 2016) and mobile advertising (+90 % between 2013 and 2016).

MAGNA GLOBAL, for its part, is projecting a 1.8% decrease in ad spending in 2013 in France. However, the media agency is forecasting more growth in 2014, with an increase of 1.2 % (vs 0.3 % predicted by ZenithOptimedia ).
In 2014, the media agency predicts that Internet will surpass print and will become the second medium in France by accounting for 27% of  total advertising market. By the end of 2015, digital media could be the largest medium by overtaking TV.

For more information, you can download the press releases from ZenithOptimedia and MAGNA GLOBAL.