E-PUB OBSERVATORY FOR THE FIRST HALF: SOME HIGHLIGHTS

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In short, the e-pub Observatory for this first half of 2020 is marked by various facts, some of which we note here. It must be said that revenues are generally down in the advertising universe. As proof, they went from 2,756 million in 2019 to 2,545 million in 2020 , which is equivalent to a decline of around 8%. This downward trend is mainly due to segments such as search, social and display. Although in the minority in terms of market share, the category, other channels and native have greatly contributed to mitigating this decline.

Furthermore, on a European scale, the oman email list impact of the crisis on French advertising revenues is greater than that of countries such as Germany and the United Kingdom. The observed declines range from -18.1 to -18.7% in France , while they are -6.1% to -8.9% for the German market and -13.3% to -16.4% in Great Britain . This significant gap could be justified by more stringent lockdown conditions in France, but this is not the only parameter to take into account. It is clear that the British and German markets are more mature than that of France. For the latter, digital advertising is not seen as a cost line, but a potential source of revenue.

Despite these figures, the outlook for the second half of the year is promising. If we stick to the publication of the latest barometer of July 2, we can hope for a more productive second half of the year for the world of digital advertising . According to it, nearly 58% of brands plan to maintain or increase their speaking engagements during the last quarter.