Smartphones and tablets are participating in thegrowth pace of digital in France, including onmobile advertising. But the budget devoted toadvertising on this medium should representonly 12% of overall spending.
According to a study published by the websiteAmerican eMarketer, advertising expenditure inthe digital domain all should exceed 3 billiondollars (2.5 million euros), in France and in 2014.It would thus account for 20.2% of overalladvertising expenditures, all media confused. Apart that would continue to grow by 2015, toreach 21.3%. These expenditures haveexperienced a sustained growth of 7% in 2014,against 4% in 2013.
According to eMarketer, the dynamism of thedigital advertising market would be especiallysupported by the impressive growth of themarket of mobile advertising, which would haveincreased by 80% in 2014 alone! Mobileadvertising spending thus reached 448 milliondollars (379 million euros) this year, and shouldcross the billion by 2016... Logical consequence:the mobile should occupy a more important partin digital advertising expenditure in the course ofthe next few years. Currently 14.7%, it shouldpass to 22.2% in 2015, to reach half that in 2018.
But reported in overall advertising spending, theweight of the mobile is still marginal as this standweighs just 3% currently. With however apromise of 9 points of growth by 2018, at 12%.
If the mobile advertising cartons, it is above allthanks to the success of smartphones and tablets in France, according to Karin von Abrams, analystat eMarketer: "the growing number ofsmartphones including contributes to boostmobile advertising spending. According to thecalculations of eMarketer, 26.7 million people hadat least a smartphone in France in 2014, and thisfigure is expected to reach 33 million by 2015, or 64% of the total number of mobile phone users.And more than a third of the population uses atablet at least once per month. With suchexcitement on the market of mobile, notsurprising that advertisers are flocking to the hen
excitement on the market of mobile, notsurprising that advertisers are flocking to the henlaying golden eggs. »
But compared to its neighbours, the France wasstill the way to go. Seventh country in terms ofoverall advertising expenditures, the France is as10th in regards to advertising expenditure onmobile right outside the Spain which the mobileadvertising spending represent only 1.6% only ofadvertising expenditures all media confused.
