Advertising 2025-2026: France Accelerates Its Transformation, Powered by AI and Gaming

In a rapidly evolving global economy, the French advertising market is demonstrating remarkable dynamism. According to our report, This Year Next Year 2025, the market is projected to grow by 4.5% in 2025, reaching €28.5 billion.

This positive trajectory is underpinned by strong fundamentals, including a more robust-than-expected economic recovery, reduced pricing pressures, and an unprecedented surge in AI-driven investments. These structural factors are directly reflected in our forecasts, solidifying France’s position as a global leader.

However, beyond resilience, a significant acceleration is on the horizon for 2026. While the global market is targeting growth of 8.8% in 2025 and 7.1% in 2026, we are witnessing a true “creative reinvention.” AI and emerging formats are not merely enhancing existing frameworks—they are rewriting the rules of engagement and performance for the future.

Gaming: The New Frontier of Engagement

THE STUNNING FIGURE: +37.6%

This represents the explosive growth of the gaming sector in France for 2025, with revenues expected to reach €216.41 million. No longer a niche, gaming has become the fastest-growing channel in the market.

For brands, this is a clear signal: the most intense and engaged consumer attention is now found within gaming environments. These are the spaces where new, enduring relationships with consumers are being forged.

To capitalize on this historic opportunity, we are introducing WPP Media Gaming. This dedicated offering organizes our expertise to position gaming as a key business driver.

As Alexandra Chabanne, CEO of WPP Media France, stated in her interview with The Media Leader: “Brands can no longer afford to ignore gaming.” It is here that lasting consumer relationships are being cultivated.

Commerce Media: A Historic Convergence

The year 2025 marks a pivotal moment: globally, commerce advertising revenues ($178.2 billion) will surpass television advertising for the first time.

In France, this trend translates to a 9.2% growth in 2025 (€1.46 billion), with an additional 8.6% growth projected for 2026.

Retail Media, bolstered by travel and financial services, is becoming a cornerstone of the media mix. It is no longer just about visibility—it’s about directly linking every investment to measurable transactions.

To explore how to turn these challenges into growth opportunities, revisit the insights of Jérémy Hoy, Head of Commerce at WPP Media: “ROAS is a straightforward metric, but it can be dangerously oversimplified.”

Intelligence and Social: The Performance Powerhouses

The “Intelligence” segment (Search & AI) continues to thrive, with growth of 6.3% projected for 2025 and 5.6% for 2026. This is the battleground for intent and relevance, driven by AI advancements.

To address these complexities, WPP Media has developed its Future of Advertising Intelligence Framework. This innovative tool enables brands to evaluate the AI maturity of their strategic partners. It’s an essential guide for not just adapting to transformation, but leading it.

To navigate this ecosystem, where “zero-click” is becoming the norm, learn how to transition from SEO to SXO with Virgile Quenum, Head of Search Experience at WPP Media: Search Experience: Beyond SEO—How to Orchestrate Your Visibility in the Age of AI.

Meanwhile, social and digital platforms continue to thrive, with growth rates of 5.9% in 2025 and 6.7% in 2026, underscoring the enduring importance of conversation and community in building long-term brand loyalty.

Traditional Media: Resilience and Modernization

Contrary to popular belief, traditional French media are proving their adaptability and staying power:

• Television & CTV: A steadfast pillar, projected to generate €3.64 billion with 1.5% growth by 2026. Connected TV (CTV) is ushering in new targeting opportunities while maintaining the broad reach of traditional mass media.

• Cinema: The big screen remains a draw, with growth of 3.4% in 2025 and 4.7% in 2026.

• Audio: Steady growth of 1.2% is expected in both 2025 and 2026, driven by the evolution of audio formats.

• OOH & DOOH: Outdoor advertising is rapidly digitizing, with digital out-of-home (DOOH) leading the way at 5% growth.

Conclusion: 3 Steps to Harness the Opportunities of the AI Era

As Brian Lesser, CEO of WPP Media, puts it, we are entering “a new advertising era, shaped by AI.” To excel now and prepare for 2026, follow this roadmap:

1. Evaluate Your Gaming Presence: Don’t miss the engagement revolution. Identify how your brand can seamlessly integrate into these new spaces with WPP Media Gaming.

2. Connect Your Commerce Data: Break down barriers between media and business. Retail Media is your most direct growth lever for the months ahead.

3. Adopt the Future of Advertising Intelligence Framework: Leverage WPP Media’s innovative tool to assess your partners and ensure they are equipped for the advertising intelligence revolution.

Want to dive deeper? Request the full This Year Next Year 2025 report from your WPP Media contact to access detailed sector analyses (CPG, Retail, Auto, Luxury, Tech, Pharma, Finance, etc.).