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Total advertising spending in France was expected to grow by *** percent in 2023. Cinema was expected to increase by *** percent in the same year, maintaining the highest growth rate among all media in the country.

Old but new ad trends

Specific trends in France show that traditional advertising is not losing its power. One of the traditional ad mediums - out-of-home (OOH) advertising - amounted to over * euros in 2022. OOH is of course also playing out in the digital realm. In France, an ad agency even specializes in digital OOH specifically on gas stations –  Fill Up Média  generated almost **** euros solely from their ad campaigns in 2021.

Users' attitudes towards advertising

Data on users' attitudes towards advertising further suggests that people in France tolerate traditional ads more than their digital counterparts. For example, the highest trust reported in 2021 was in the print and television media.