How much does an advertising campaign cost?

Do you want to know the price of an advertising campaign? Adintime is pleased to present its study on the average prices of the advertising campaigns it handled in 2023.

Adintime is a marketplace dedicated to the purchase of advertising space. Our platform offers complete autonomy, allowing advertisers to choose advertising spaces that meet their needs, determine their communication periods, and reserve their placements in just a few clicks.

Once again this year, Adintime has been able to support a large number of advertisers in their advertising campaigns.

Today, we've decided to provide more information about the rates of advertising campaigns managed by our team of media experts. We will review average rates by media, region, and type of advertising.

Summary of the article: How much does an advertising campaign cost?

1. The advertising market in 2023
2. How much does an advertising campaign cost?
3. Overview of the price of an advertising campaign
4. In-depth analysis by category
5. Breakdown by sector

Last November, the BUMP conference for the third quarter of the 2023 advertising market took place. The study conducted by IREP, KANTAR Media, and France Pub reveals significant figures at the end of this year.

Net advertising revenues are generally positive, totaling 11.371 billion euros, an increase of 1.5% compared to the third quarter of 2022.

1. Digital: 

• The digital sector continues to show strong attraction, with a 5% growth compared to Q3 2022 and a 3% increase compared to Q3 2019, with revenues of 6.445 million euros.

• The total number of active advertisers across all media is 60,942, with a significant presence in digital media such as Paid Search and Paid Social.

2. Television: 

• Television advertising revenues decreased by 2.8% compared to Q3 2022, amounting to 2.332 million euros. However, this represents a more moderate decline compared to previous periods.

3. Radio: 

• Radio maintained its growth with a 1.9% increase in net advertising revenues compared to Q3 2022, reaching 393 million euros. This growth is 2.3% compared to Q3 2019.

4. Press: 

• Press experienced a 2.4% decrease in net advertising revenues compared to Q3 2022, with revenues of 960 million euros. The decrease is more significant (-12.8%) compared to Q3 2019.

5. Out-Of-Home (OOH) Advertising: 

• Out-of-home advertising shows particular dynamism, especially in the Digital Out-of-Home (DOOH) segment. Revenues increased by 5.1% compared to Q3 2022, reaching 852 million euros. DOOH alone experienced a growth of 14.9% compared to Q3 2022.

The market retains its overall dynamism, and new formats such as DOOH reinforce their popularity in France. We observe the emergence of advertising trends such as social paid and influencer marketing.

>>>To discover advertising trends in 2024, click here.

Our study (from January 2023 to November 2023) on the price of an advertising campaign revealed that the average cost of an advertising campaign, across all media, sectors, and devices, in France, amounts to €8,467.

The average price is approximate and varies depending on various factors, including media choices, distribution channels, and specific characteristics of the sector involved. Costs vary based on selected advertising platforms, produced advertising creatives, and the geographical reach of the campaign. Additionally, specifics of the target audience, campaign duration, and marketing objectives also influence the overall cost.

Let's take a detailed look at the average HT prices of an advertising campaign by media:

• In display, advertisers spent an average of €6,362 this year.
• In digital/display, the average amount of advertising purchases was €5,078.
• In hologram, the budget was €1,743.
• In press, the average amount was €4,477.
• In radio, the average amount was €3,580.
• In social media, €11,842.
• In TV, €25,468.

Local and national

On average, this year, a local campaign cost €4,298 HT. A national campaign cost an average of €16,163.84 HT.

The highest average cost of a local campaign in France is a geolocated campaign in Île-de-France with an average of €7,295 HT, while the lowest average amount is in Loiret, totaling €1 ,483 HT.

Top 3 highest:

• Île-de-France with €7,295 HT
• La Réunion with €5,746 HT
• Le Pays de la Loire with €5,713 HT

Of course, the price of an ad campaign can vary from one city to another. Here is the average cost of an advertising campaign in some of the largest cities in France:

• Lyon: €6,946 excluding taxes
• Lille: €5,707 excluding taxes
• Bordeaux: €5,099 excluding taxes
• Avignon: €2,201.74 excluding taxes

Top 3 regions with lower costs:

• Loiret: €1,483 excluding taxes
• Hauts-de-France: €1,924 excluding taxes
• Normandy: €1,984 excluding taxes

In France, there are regions where the cost of an advertising campaign is more moderate. For instance, you can execute a campaign in Nouvelle-Aquitaine, where the average price is €3,317.50 excluding taxes.

Regarding other regions in France, here are some average campaign prices:

• Occitanie: €2,482.77 excluding taxes
• Pays de la Loire: €5,713.87 excluding taxes
• Auvergne Rhône Alpes: €4,446.51 excluding taxes

Top 3 lowest:

• Loiret with €1,483 excluding taxes
• Hauts-de-France with €1,924 excluding taxes
• Normandy with €1,984 excluding taxes

Our study highlighted the average HT prices of advertising campaigns by devices:

Display

DOOH, highlighted in the BUMP 2023 conclusions, stands out as a particularly popular device among advertisers, as evidenced by our study and the significant investments dedicated to it.

Digital/Display

The video format is of interest and is among the advertising trends of 2023, continuing into 2024.

Press

In the press, the average amounts spent on both platforms are quite similar, with a slightly higher amount for PQR, which is highly effective due to its local reach and targeted nature.

>>>For everything you need to know about the price of advertising in the press, read this article.

TV

Our study shows that the highest average price for a TV advertising campaign is for classic TV campaigns. Another format with a relatively high average amount is segmented TV, known for its effectiveness in delivering the right message at the right time and to the right people, providing a good ROI.

>>>If you want to learn more about the price of a TV spot, click here.

Adintime has managed numerous campaigns from various sectors.

The sector that invested the most in advertising this year is the personal services sector. Here's how this sector allocated its advertising budget this year:

• 81% of their campaigns were in display
• 8% in digital/display
• 5% in TV and social media
• 1% in radio

The second sector that ran the most advertising campaigns with Adintime this year is the communication/multimedia publishing sector.

This sector allocated its advertising budget as follows:

• 50% of its budget went to TV
• 38% in the press
• 12% in display

The third sector that carried out the most campaigns with Adintime this year is the commerce/trade and distribution sector.

• 50% in TV
• 36% in display
• 11% in radio
• 3% in social media

The analysis of the advertising market in 2023 reveals notable trends, with significant growth in the digital sector and the rise of DOOH. Our in-depth study on advertising campaign costs reveals an average of €8,467 in France, with variations depending on media and formats.

Examining costs by media, we observe specific trends. The sectoral breakdown highlights the unique strategies of each sector. This year, Adintime has been the preferred partner for many advertisers, guiding them towards strategic and effective campaigns. We remain committed to helping you optimize your advertising investments, staying at the forefront of market developments.

>>>To find out everything about the best tools for your marketing campaigns, click here.

*All prices mentioned in this article are excluding taxes (HT).