Drive-to-store investments rise sharply

The drive-to-store advertising strategy has seen a 21% increase in investments in 2025, as advertisers focus on encouraging consumers to visit physical retail locations, despite an overall decline in communication budgets.

Digital drive-to-store outpaces others

Digital drive-to-store advertising saw the most significant growth, rising by 33.4% in 2025, far outpacing the 8.2% growth of all digital investments, according to the Drive-to-Store Barometer published by France Pub.

French advertisers shift focus post-Olympics

The growth of drive-to-store advertising is partly due to advertisers returning to this strategy in 2025 after a "atypical" 2024, when many brands focused on branding campaigns linked to the Olympic Games.

Localized campaigns show strong growth

Localized drive-to-store campaigns, which are not affected by the Olympic base effect, saw a 7.8% increase in budgets in 2025, indicating a growing trend in regional advertising strategies.

Digital dominates drive-to-store spending

Digital advertising now accounts for 28.2% of all drive-to-store investments in 2025, up from 25% in 2024, surpassing traditional media and promotional tactics like in-store displays and cashback offers.

Organic digital strategies gain traction

Organic digital strategies, such as influencer marketing and content creation, now weigh more than paid media in drive-to-store campaigns, with paid media accounting for 43% of investments, and even less in localized efforts.

Digital growth accelerates in local strategies

Digital drive-to-store investments in local campaigns grew by 14.1% in 2025, twice the rate of overall local digital investments, with 33% of local drive-to-store spending now done digitally.

National advertisers dominate investment volumes

National advertisers, defined as 6,000 companies that communicate exclusively without a local approach, account for 69% of drive-to-store investment volumes in 2025, with local advertisers making up the remaining 31%.

Retail and consumer goods lead in spending

The retail sector and consumer goods industry together account for three-quarters of all drive-to-store investments, highlighting their significant role in this advertising strategy.

Barometer methodology explained

The Drive-to-Store Barometer uses a hybrid methodology combining modeled net investments and interviews with 800 local and national advertisers, providing a comprehensive view of the market.