French advertising market sees shifts in streaming and SME tools

The French advertising landscape is seeing significant shifts in digital and streaming measurement. TF1 PUB, the advertising arm of French broadcaster TF1, has unveiled a strategic roadmap for 2027. The plan focuses on enhancing accessibility for small and medium-sized enterprises (SMEs) through new AI-driven trading tools, full-funnel measurement, and interactive ad formats like Carousel Retail Ads.

Simultaneously, Nielsen has expanded its Ad Intel product to include Connected TV (CTV) data in France. This update allows marketers to track competitive advertising spend across major streaming platforms, including Netflix, Disney+, and domestic services like TF1 and M6+. The total annual CTV advertising spend in France is forecasted to reach €1.5 billion, providing agencies with greater visibility into how budgets are allocated between traditional linear television and streaming services.