The market for digital outdoor advertising, or Digital Out-of-Home (DOOH), in France is experiencing strong growth. According to the "DOOH Trust" report from the ACPM, the results for the first half of 2024 show remarkable figures (source: Statista).
- More than 30,000 digital advertising screens have been deployed across the country.
- 985 million spots were broadcast, an increase of 40% compared to the previous year.
- DOOH advertising investments are expected to reach €410 million by the end of 2024.
- The market is expected to grow at an average annual rate of 9%, reaching €647 million by 2029.
This growth of DOOH in France is driven by several key trends:
- Increased personalisation of content, adapting in real-time to the audience and context.
- Growing interactivity of campaigns, offering engaging experiences for consumers.
- Adoption of innovative technologies such as high-resolution LED screens and programmatic DOOH.
- Diversification of sectors investing in DOOH, ranging from food to public services.
Brands like Nike, Netflix, L'Oréal, and Citroën have already launched innovative DOOH campaigns, demonstrating the creative potential and effectiveness of this medium.
With its ability to precisely target audiences and measure campaign impact, DOOH is becoming an essential pillar of digital signage in France, offering advertisers new opportunities to enhance their visibility and engagement with the public.
Key figures of DOOH in France in 2024 (and F
forecasts)
Source: ACPM ("DOOH Trust" - 1st half of 2024)
To increase their visibility and interact with the public in innovative ways, advertisers, both large and small, are investing heavily in DOOH in France.
The alliance for press and media figures (ACPM) published the results of its report "DOOH Trust" for the first half of 2024:
- More than 30,000 digital advertising screens are currently installed in France. This number will continue to grow, with a 7.3% increase in advertising revenue in 2024 expected for outdoor advertising in France, including DOOH.
- 985 million spots were broadcast in the 1st half of 2024, an increase of 40% compared to the previous year. The effect of major sporting events, particularly Euro 2024 and the Paris Olympics, boosted results in June. However, the growth at the beginning of the year remained strong compared to 2023, which recorded an increase of +13%.
- DOOH advertising investments have steadily increased, reaching an estimated €410 million by the end of the year.
- The DOOH market in France is expected to reach a value of €647 million by 2029, with an average annual growth rate of +9%.
Source: ACPM ("DOOH Trust" - 1st half of 2024
Overall growth:
- 40% increase in the number of certified spots in the 1st half of 2024 compared to the 1st half of 2023.
- 985 million certified spots in the 1st half of 2024, a record for a first half-year.
Infrastructure:
- 30,000 screens in the certified DOOH park.
- 12 digital display agencies broadcasting certified campaigns.
Monthly performance:
- June 2024 was particularly successful, mainly due to Euro 2024.
- Winamax and La Française des Jeux represent 34% of certified spots in June 2024.
Top 5 Sectors by number of certified spots:
- Food: 150 million
- Information-Media: 132 million
- Telecommunications: 130 million
- Financial Institutions - Insurance: 104 million
- Fashion and Accessories: 76 million
Beverages sector:
- 132 million certified spots in the 1st half of 2024 (compared to 87 million in the 1st half of 2023).
- Distribution: Beer 61%, Soft Drinks 22%, Spirits 17%.
Top advertisers by number of certified spots:
- Winamax: 103,607,776
- Public Health: 38,203,948
- Evian: 31,001,712
- Danone: 29,784,116
- Netflix: 27,558,382
Source: ACPM ("DOOH Trust" - 1st half of 2024
New advertisers:
- 16% of advertisers are new in the 1st half of 2024.
DOOH broadcast environments:
- Shopping centres, transport hubs, health locations, public spaces, businesses, and local shops.
These statistics show significant growth in the DOOH market in France, with diversification across sectors and strong performance during major sporting events.
DOOH advertising spot broadcast by day of the week in the first half of 2024 in France:
- Broadcasting is relatively stable from Monday to Thursday, with a slight gradual increase (around 220 to 230 million spots per day).
- A significant increase is observed on Friday and Saturday, the days with the highest broadcast (approximately 275 to 290 million spots).
- Sunday shows a notable decrease compared to the rest of the week (around 190 million spots).
In summary, DOOH advertising in France is stable during weekdays (Monday to Thursday), more intense at the end of the week (Friday and Saturday), while Sunday registers the lowest broadcasting.
DOOH advertising spot broadcast by hour in the first half of 2024:
- The certified figures show three main peaks, corresponding to three periods of the day:
- Morning: peak around 8 am - 9 am.
- Lunch Break: peak around 12 pm - 1 pm.
- Evening: highest peak between 5 pm and 7 pm.
- Broadcast is very low between midnight and 6 am.
- There is a rapid increase in broadcast from 6 am.
- Broadcast remains relatively high and stable between 7 am and 8 pm, with the variations mentioned above.
- A gradual decrease in broadcasting is observed from 8 pm, with a more marked decline after 10 pm.
The certified figures show that DOOH advertising broadcasting is strongly correlated with people’s activity hours, with peaks corresponding to the morning, lunchtime, and evening rush hours when people are most likely to be on the move or in public places.
DOOH advertisers and broadcast spaces in 2024: DOOH is increasingly integrated into cross-channel communication strategies and is seen as an amplifier in the digital media ecosystem.
Sectors investing the most in DOOH in 2024 (and continuing to increase their investments) are diversified, with major advertisers:
- Food: with brands like Danone and Barilla.
- Beverages: with Evian, Coca-Cola, and Moët Hennessy.
- Culture and leisure: with Winamax for cinema DOOH.
- Public, financial institutions, and insurance: with Santé publique France and the Ministry of the Armed Forces.
Most of the new advertisers in 2024 also come from these sectors.
Main DOOH broadcast spaces in France:
- The ACPM cites shopping centres and airports as the main broadcast spaces, followed by transport, businesses, local shops, health venues, and other public spaces.
The digital screens capture the attention of a captive audience, creating unique opportunities for brands:
- Shopping centres: to inform, entertain, and guide visitors, while serving as a platform for dynamic advertisements.
- Airports: to target a diverse and high-spending clientele, with messages tailored according to destinations and waiting times.
Consumer trends and inspiring campaigns in 2024: The flexibility and technology of DOOH allow advertisers to meet the growing expectations of consumers:
- Personalised content: A decisive criterion in driving purchases. Thanks to recognition technologies and real-time data, DOOH campaigns adapt to the audience and display specific messages depending on the time, weather, or passer-by profile.
- Relevant content: At all times, depending on the environment and current events, it becomes a prerequisite for having an impact. Unlike traditional signage, DOOH allows advertisers to modify, pause, or restart campaigns in real-time.
- Campaign interactivity: DOOH supports offer numerous opportunities (touch screens, QR codes) and lend themselves well to playful and instant experiences, promoting consumer engagement.
Notable DOOH campaigns in 2024:
- Nike: launched an interactive campaign in shopping centres, allowing consumers to virtually try on its new collections via touch screens.
- Netflix: used DOOH screens in train stations to broadcast teasers of its new series, triggered based on rush hours to reach commuters.
- L'Oréal: used interactive screens in shopping centres to allow consumers to virtually test beauty products, creating an immersive shopping experience.
- Citroën: ran a DOOH campaign in Parisian train stations, where passers-by could configure a car model in real-time via a touch screen, then receive personalised information on their smartphone.
Technological innovations supporting the growth of DOOH in France:
- High-resolution LED screens: provide sharper and more attractive image broadcasting, with low energy consumption.
- Interactive content: Touch screens and facial recognition solutions allow for direct interaction with the public.
- Programmatic DOOH: automation of the purchase and broadcasting of campaigns, allowing for optimisation and precise targeting based on demographics and passer-by behaviours.
- Measurability: Thanks to tracking and analysis technologies, advertisers can measure the impact of their DOOH campaigns with unprecedented precision.
Riding the wave of innovation, DOOH is on the verge of becoming the pillar of digital signage in France for advertisers seeking to boost their visibility and strengthen their engagement with their target audience.
Take advantage of DOOH opportunities with glooh: Faced with the strong growth of the DOOH market in France and the technological innovations that are revolutionising this sector, it is crucial for advertisers to equip themselves with the right tools to fully benefit from it. This is where Glooh comes in.
Glooh is a leading platform that allows you to broadcast targeted DOOH advertisements on several ACPM-affiliated agencies. With Glooh, you can:
- Access a vast network of ACPM-certified DOOH screens.
- Create and manage personalised and interactive campaigns.
- Precisely target your audience based on time, location, and context.
- Optimise your campaigns in real-time with detailed analyses.
- Benefit from the transparency and reliability guaranteed by the DOOH Trust label.