Digital offsets decline in French outdoor adspend

Rob Clapp

An overview of outdoor advertising expenditure by format in France between 2012 and 2019.

Growth in digital outdoor advertising has stabilised the French out of home (OOH) sector, according to the latest forecast data from WARC, based on historic data from IREP and IAB Europe. Outdoor adspend was largely constant between 2012 and 2017, increasing by just 0.8%. This is a result of digital out of home (DOOH) growth, which rose nearly 200% compared to traditional's drop of 6.5%. Total adspend rose 3.9% over this period.

Digital is expected to account for an increasing share of total outdoor advertising expenditure. Its share topped 10% in 2017 and is forecast to...

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