The French advertising market is expected to continue growing in the coming years, according to the latest forecasts from Dentsu and WPP Media. Despite economic and political uncertainties, the growth is mainly driven by digital advertising and its related extensions. Dentsu predicts a 5.7% increase in 2026, followed by 5.9% in 2027 and 6.1% in 2028. WPP Media, however, forecasts slightly lower growth, between 4.8% and 4.9% for each of these years. These growth rates are much higher than the nominal GDP growth, which is often expected to be around 3%. Raphaël Pivert, executive director of data, tech & analytics at WPP Media, notes that the economy remains fragile, consumer confidence is low, and the political climate is tense due to the approaching 2027 presidential election. High precautionary savings, significant energy costs, and strong price sensitivity are shaping consumer behavior, benefiting distributor brands, promotions, and second-hand platforms. The rise in fuel prices is affecting household spending and putting pressure on logistics, transport, and agriculture. Digital advertising remains the primary driver of growth. Dentsu forecasts digital advertising to grow by 10.2% in 2026, 9% in 2027, and 7.9% in 2028. These figures include the digital extensions of traditional media. WPP Media presents more cautious forecasts, estimating growth at 7.6%, 7.4%, and 7% for the same years, with slightly lower numbers if digital extensions are excluded. According to WPP Media, digital advertising will account for 85.3% of media advertising revenues in 2028. Cinema is expected to show a marked rebound in 2026 (+11%), followed by a slowdown in 2027 (+2%) and stagnation in 2028. Outdoor advertising is on a more stable trajectory, with a gradual acceleration (+1.4%, +2.2%, +3.1%). Print and television, however, are under pressure in the short term, with print expected to decline by 5.4% in 2026 and 3.1% in 2027 before returning to growth in 2028 (+2.7%). Television, which declined by 4.1% in 2026, is expected to stabilize in 2027 and resume growth in 2028 (+2.4%). Audio advertising remains broadly balanced over the period. Digital extensions are becoming the main drivers of growth. Julie Humeau, head of business intelligence & insights at Dentsu, explains that television is reinventing itself through connected TV (CTV) and broadcast video on demand (BVOD), while outdoor advertising is driven by the rise of digital out-of-home (DOOH) advertising. Audio advertising is seeing new growth channels through streaming and podcasts. For Julie Humeau, these figures reflect a shift in value creation rather than a fragmentation between traditional and digital media. She notes that the advertising market is changing its center of gravity, moving from broadcast logic to "orchestration, data, and commerce," requiring all media actors to reinvent their value proposition. Online retail media (non-search) is expected to reach 1.545 billion euros in 2026, with growth rates close to 9% in 2027 and 2028, driven by Amazon and a strengthening local ecosystem including Carrefour Links, Cdiscount Ads, and the Valiuz-Infinity Advertising alliance. Social commerce is also growing, with TikTok Shop and commerce on Instagram increasingly integrating product discovery and payment into consumer behavior. Another trend identified by Dentsu is the rise of sport and culture as areas of expression for brands, capable of generating rare collective moments in a fragmented environment, conducive to attention, engagement, and emotional resonance. Dentsu anticipates a context of strong political and social tensions in 2027, which would make the visibility and relevance of brand statements more strategic than ever. Julie Humeau recalls a lesson from the Covid crisis: "brands that maintain their investments despite economic uncertainty are often those that most durably consolidate their market position." The presence of media and brands in large language models is another phenomenon under tension. As Google's "AI Overviews" were launched late in France, unlike many other markets, "advertising related to LLMs remains limited to research and development," observes Raphaël Pivert. "This situation delays the monetization of generative search, without eliminating the broader pressure exerted by conversational discovery." Beyond the numbers, Dentsu sees the gradual disappearance of the boundaries between media, content, technology, and commerce. Value would no longer rest solely on "the ability to buy audience, but on the ability to orchestrate increasingly hybrid environments." "After a decade dominated by digital transformation, the advertising market is entering a new stage: that of advertising intelligence," analyzes Julie Humeau. An intelligence she summarizes as the ability to connect signals, understand changes, and anticipate shifts in value.