Internet gets more in tune with other media. After enjoying a full return to growth in 2010, investments online in 2011 after the French advertising market trends, with a more moderate increase of 7.6% (+5.2% over the same period for all the corporate media). According to the barometer of the Interactive Advertising Bureau France (IAB) and the Union of regulated Internet (SRI), the investment volume has reached last year, 3.48 billion euros gross (non-negotiating and decreasing) . "Very dynamic in the first half of the year, the display (banner advertising, sponsorships and video, Ed) was marked by breaks and a slowdown in year-end. This confirmation of the maturity of the Internet who now lives at the same rate as so-called traditional media, "said Catherine Gotlieb, VP of IAB France.
The data released Friday by the Institute Kantar Media also show that the share of the Internet in French advertising investment has stabilized at 12.5% (+0.3 points compared to 2010). "With only this level of market share, the Internet remains underinvested in France, which suggests good prospects for development of the media," notes Arthur Millet, a director of SRI. Even if there is more than "outbreak of the Internet", in the words of Catherine Gotlieb, the media has installed devices at the heart of cross-media advertisers. In 2011, some 4972 advertisers have been active on the Internet, most loyal spending an average of over 15% of their communications budget.
Advent of video
Especially, two-thirds of advertisers now combine the "display" with at least one other media. The couple TV-Web continues to grow, stimulated by the advent of video. Last year, 690 advertisers used this form of advertising, 20% come from the consumer.
Culture and Recreation (370.1 million euros), banking and insurance (360.1 million), automotive and transport (352,100,000) are the three dominant sectors on the Internet. The IAB France and the IRS noted, however, increased investment in food and distribution. The latter has a "high growth", while the sector is currently under-investor with a market share estimated at 6.7%.
Similarly, with a share of 8.3%, food is "an important reservoir of growth for the display." Between 2010 and 2011 budgets devoted to food web have developed strongly (+10.5% to 190.4 million euros), including through "devices incorporating digital video," indicate the BFI and SRI. For 2012, the two agencies do not advance prediction.
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