Our experts share their analysis on the evolution of the advertising market.
M6 Ad Manager, TF1 AdManager, Universal Ads: self-serve TV advertising now starts at 1,000 euros. What it opens up for a scale-up, and what it does not solve.
Netflix claims 12 million French viewers a month and a premium CPM. Six days later, it cut its 2026 ad forecast. What that changes for a scale-up buying the screen.
Digital drive-to-store spend jumped 33% in 2025 to 2.1 billion euros (Alliance Digitale). But the money goes to search and brand websites. The increment is elsewhere.
83% of French people listen to audio every day (Médiamétrie), and digital audio CPMs sit between 9 and 17 euros. Why digital audio advertising is missing from your plan.
More than half of marketers plan to raise their TikTok budget in 2027 (Kantar). What I buy on TikTok Ads for a scale-up, and what I leave alone.
38% of French people watch YouTube on their TV set (Arcom). YouTube advertising on connected TV is television: I buy it and measure it as such. My method.
Advantage+ is a $75B run rate at Meta, AI Max promises 14% more conversions at Google. What I hand over to the algorithm, and what I keep.
Influencer marketing: €587M invested in France in 2025. The creator's post matters less than what you do with the content afterwards in paid media.
Retail media: €775M in France in H1 2026, up 18%. Before you put budget into it, look at what you are buying: captured demand, not created demand.
Black Friday advertising: in peak week, Meta CPM runs 51% above September. The calendar to buy before the spike and harvest during it.
ChatGPT ads: self-serve is now open in Europe from €15 a day. What the first numbers say, and how to test the channel without burning your budget.
Brand anniversary campaign: the one that works is not a nostalgia film. It is a dated offer, a way to capture contacts and a yearly event customers expect.
