Adults in France now spend more time with digital media than with traditional media. While media habits are fairly advanced in that respect, the country still sits behind the UK, so French marketers could look there for ideas about strategy.
Digital will help keep total media ad spending buoyant this year, just. A rebound is expected for 2024, with video advertising growing faster than any other format. Proportionally, though, video spend will remain relatively small in France and Germany.