Marketers in France will devote more than a quarter (26.4%) of ad spending to digital efforts this year, with digital investment rising 5.2% to €2.73 billion ($3.02 billion), according to eMarketer’s latest forecast for ad spending in France.

eMarketer predicts digital ad investment will rise due to increased spending on ads destined for social media, digital video and mobile devices. Overall mobile ad spend in France will grow 40% to €1.09 billion ($1.21 billion) in 2017. By the end of next year, mobile will take more than half (51.1%) of digital budgets, worth an estimated €1.46 billion ($1.62 billion).

TV will remain the most popular advertising medium overall in France throughout the forecast period, taking in 32.0% share this year. By 2021, TV is expected to rake in €3.42 billion ($3.78 billion) in advertising—accounting for 31.8% of the total—compared with digital’s €3.23 billion ($3.57 billion), or 30.0% share.

“Advertiser outlays on both search and display formats are growing strongly,” said Karin von Abrams, principal analyst at eMarketer. “Paid search claimed the biggest share of digital ad spending in France in 2016, at 53.6%. Not surprisingly, Google is the leading player, but most brands are also strongly committed to activity on Facebook. As a result, those two giants effectively rule the search market. Key drivers for search and display investment are rather different, however. Rapid expansion of ecommerce is helping to fuel search spending, while the boom in video viewing has a greater influence on display.”