France advertising market sees growth in local digital and retail media

The French advertising landscape is experiencing significant growth in localized digital strategies. According to a report by Alliance Digitale and France Pub, the Drive-to-Store market is projected to reach 7.6 billion euros in 2025, accounting for 21.5% of the French advertising market. The local digital component of this sector is growing rapidly, reaching 2.1 billion euros with a 33.4% annual increase.

In a related development, Orange Advertising has launched a new Retail Media offering. The company plans to equip approximately 285 of its 570 retail locations in France with digital out-of-home (DOOH) screens by late November. This initiative aims to leverage Orange's physical footprint, which sees 38 million annual visits, and its digital assets that attract 31 million unique monthly visitors. The new service integrates DOOH with operator data and geo-targeted SMS/RCS campaigns to enhance advertising precision.