Digital advertising will account for just over a quarter of ad spend in France this year, according to predictions from eMarketer. It is expected to make up 26.4% of ad spend, equivalent to 2.73 billion Euros, with most of this going on social media, video and mobile. Meanwhile, TV is expected to be the most popular advertising channel this year, accounting for 32% of ad spend. The gap between digital and TV advertising is expected to narrow in the future, however, with digital set to account for 30% of ad spend in 2021, compared to TV's 31.8%.
