Orange tops French web ad charts

08 February 2011

PARIS: Orange, Microsoft and Renault were the top internet advertisers in France last year, according to a study.

Trade title Stratégies and research firm Kantar Media estimated that mobile group Orange allocated €110m ($150m; £92.7m) to online ads in 2010, translating to 27% of its media budget.

Information technology giant Microsoft claimed second, as 52% of the organisation's expenditure, equivalent to €85m, went to the web, figures coming in at 18% and €76.8m for automaker Renault, in third.

Another telecoms provider, SFR, occupied fourth having apportioned 15.9% of its total outlay, or €56.3m, to this channel, beating lottery operator FDJ, which allotted just under 30% of spending, or €55.4m, to the same medium.

SNCF posted €38.7m, nearly a third of the transport specialist's overall investment, while fast food chain McDonald's directed almost a fifth of its funding to the net, on €38.3m.

Completing the top ten were Peugeot, with €37.4m, Bouygues Telecom, registering €33.3m, and Unilever, delivering €32.7m, all in low double-digits concerning the share of budgets going online.

Broadcaster Canal+, electronics titan Sony, movie studio Paramount Pictures and energy supplier EDF came next in the rankings, having paid out €25m or more.

Procter & Gamble, the owner of Tide, and food producer Danone logged €24.1m and €22.1m in turn, standing at €21.1m for Nissan.

ING Direct, from the financial services sector, Opel, the car manufacturer and BNP Paribas, the bank, constituted the other corporations that recorded internet adspend topping €20m for the year.

Data sourced from Journal du Net; additional content by Warc staff