French drive-to-store and retail media market evolution

The French advertising market is seeing a significant shift toward drive-to-store and retail media strategies. Projections indicate the drive-to-store market could reach 7.6 billion euros by 2025, with the local digital component growing by 33.4% annually.

As the sector expands, advertisers are moving away from simple reach metrics in favor of business-centric indicators like store visits, incremental traffic, and sales. However, this transition faces technical hurdles. A study shows that 82% of advertisers report major variations in results depending on the attribution method used, and 54% believe current methodologies are not robust enough. These measurement difficulties, compounded by GDPR constraints that limit individual identification, make it difficult for 52% of advertisers to allocate funds effectively based on store-level KPIs.

To capitalize on this growth, companies are investing in Digital Out-of-Home (DOOH) technology. For example, Orange Advertising is launching a retail media offering that integrates DOOH screens in its physical locations with geo-targeted SMS and operator data to improve advertising precision.