Online Advertising Spending Doubles in France

A recent report from Havas, a French publishing, multimedia and advertising business, announced that during 1998, French companies spent US $13.5 million on online advertising campaigns, reflecting over a 100 percent increase from 1997 estimates. Total expenditures on advertising in France throughout 1998 exceeded US $27.9 billion, with online advertising accounting for less than one percent of the total. In order of prominence, the country's major revenue generators included direct advertising, print media, television advertising and promotions. The report further highlighted a significant shift in attitude toward online advertising by French companies. In response to questions about the importance of online advertising, sixty-seven percent of advertisers believed that advertising will be an essential component of their campaigns; sixty-eight percent said online advertising is ideally suited for targeting niche markets; and sixty-six percent regard it as essential to retaining competitive strength in the industry.

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