Media & Communication

Amid the proliferation of digital formats, the transformation of advertising models and the rise of generative AI, the media and communications landscape is being reinvented. Xerfi supports agencies, ad sales houses, media groups and platforms in understanding these dynamics, analysing market trends and adjusting their business models.

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The media and communications ecosystem is facing audience fragmentation and the growing dominance of digital platforms.

Consumption is becoming increasingly non-linear, time spent online continues to rise, and advertising value is shifting towards digital channels. Advertising is increasingly focused on targeting, influencer marketing, retail media, out-of-home advertising and data-driven formats, while AI is playing a growing role in content creation, distribution and performance measurement.

In a context of margin pressure, industry players are seeking new growth drivers: revenue diversification, cross-media offerings, data monetisation, and the development of premium content or subscription models. They must closely monitor advertising market trends, refine their positioning and manage risks related to regulation and data usage.

€35bn

communication and advertising spending in France

30%

share of local or multi-local communication

90%

share of companies with more than 500 employees planning to invest in AI tools for marketing

115 million

number of monthly visits to the top 30 online classifieds websites in France

From the Expert

Creatives working on a graphic project in a communications agency

« Two-thirds of SMEs do not use advertising or marketing agencies-around 100,000 companies. They therefore represent significant potential, provided that offerings are developed to match their budgets and needs. »

Vincent Chamouleau

Media & Communication Sector Expert, Xerfi

A team meeting to work on a digital media project

Our solutions for the media and communication industries

Drawing on its recognised expertise in the economy and markets, Xerfi offers a comprehensive range of analysis and advisory solutions. From flagship reports to bespoke analyses, from Call Expert to videos and conferences led by our consultants, we support private and public organisations alike in turning analysis into action.

Forecasts and forward-looking scenarios

To anticipate advertising market cycles, advertisers’ investment trends and evolving client needs, and to identify the most promising segments in the short, medium and long term (digital, connected TV, retail media, influencer marketing, etc.).

Analysis of risks and sectoral transformation drivers

To understand technological, regulatory and societal shocks-generative AI, the end of cookies, the rise of responsible influence and audience fragmentation-and assess their impact on business models.

Competitive landscape mapping

To visualise the competitive landscape across ad sales houses, agencies, platforms, media groups and emerging players, compare strategies, and identify opportunities for partnerships or diversification.

Economic and social assessments and contribution analyses

To highlight the sector’s contribution to value creation, employment and cultural diversity, and to strengthen dialogue with institutions and stakeholders.

Economic, regulatory and societal impact studies

To measure the effects of a reform, regulation or technological change (AI, the metaverse, blockchain) on your activities.

Professional cameras filming an event - illustrating the media and communications sector

Use case

Measuring the impact of the phase-out of third-party cookies on the advertising performance of a local ad sales house

Detailed challenge

A local ad sales house, heavily reliant on targeted display advertising for its digital revenues, was anticipating the phase-out of third-party cookies and was already observing a decline in conversion rates and CPMs for certain formats. Management sought to objectively assess the impact of this transition on performance, understand how major ad sales houses and platforms were reorganising their offerings, and identify the technical and commercial levers needed to preserve revenues.

Objectives

Quantify the impact of the gradual phase-out of third-party cookies on current advertising performance: CPMs, targeting capabilities and the effectiveness of local campaigns.
Analyse the strategic responses of national ad sales houses and platforms.
Identify local growth drivers: premium content, contextual offerings, first-party data, retail media partnerships and new formats.
Define a realistic roadmap to maintain commercial attractiveness for SME advertisers.

Solutions

Economic, regulatory or technological impact studies: measurement of the effects of a cookie-less environment on advertising formats, pricing and volumes sold.
Analysis of risks and sectoral transformation drivers: assessment of changes driven by generative AI, privacy-by-design approaches and evolving usage patterns.
Competitive landscape mapping: benchmarking of national ad sales houses, platforms and emerging players offering alternatives to cookie-based targeting.
Economic assessments and contribution analyses: highlighting the ad sales house’s local impact to strengthen its positioning with institutional stakeholders and local advertisers.