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.