Post by account_disabled on Mar 10, 2024 9:07:18 GMT
In Italy the overall advertising market in 2019 was worth 8.7 billion euros. Then the pandemic, the following year, brought it down to 7.9 billion. In 2021 it should rise to 9.5 billion, according to data from the Internet Media Observatory of the Polytechnic University of Milan, anticipated during the IAB Forum. Compared to two years earlier, all vehicles are losing ground. Investments in online advertising alone grew by 7 percentage points, reaching 45% of the total. TV has to settle for 41%.
By now the balance of power between old and new media has inevitably changed after India Mobile Number Data the great pandemic acceleration which changed the habits of people and companies. Investments in digital advertising reached a value of 4.26 billion euros, with a growth of 23% compared to the previous year and 29% compared to the pre-crisis year. This rebound is due to the awakening of many small and medium-sized companies who have finally understood the importance of digital. As always, around 80% of spending goes into the offerings of large players such as Google and Facebook, the rest is split between myriad other operators. Among the formats chosen for investing, video has the largest share (34%) and is growing more than the others (+27%).
This is followed by display advertising (31%), search advertising on search engines (27%) and "classified & ecommerce" (7%), i.e. the purchase of adverts on shopping sites or online directories and within catalogs and search engines present on eCommerce sites. 1% is divided between email and audio advertising, with the latter making a leap of 43% and which should continue to grow, if we consider the introduction of advertising in podcasts, albeit remaining in a market niche (today we are around 20 million euros). In 2022, Italian marketers will continue to invest in digital formats. According to research by Kantar, 94% will increase spending on online video ads, 83% on advertising on Connected TV, 78% on advertising within Stories on social media, 73% on influencer marketing activities , 68% in social media advertising.
By now the balance of power between old and new media has inevitably changed after India Mobile Number Data the great pandemic acceleration which changed the habits of people and companies. Investments in digital advertising reached a value of 4.26 billion euros, with a growth of 23% compared to the previous year and 29% compared to the pre-crisis year. This rebound is due to the awakening of many small and medium-sized companies who have finally understood the importance of digital. As always, around 80% of spending goes into the offerings of large players such as Google and Facebook, the rest is split between myriad other operators. Among the formats chosen for investing, video has the largest share (34%) and is growing more than the others (+27%).
This is followed by display advertising (31%), search advertising on search engines (27%) and "classified & ecommerce" (7%), i.e. the purchase of adverts on shopping sites or online directories and within catalogs and search engines present on eCommerce sites. 1% is divided between email and audio advertising, with the latter making a leap of 43% and which should continue to grow, if we consider the introduction of advertising in podcasts, albeit remaining in a market niche (today we are around 20 million euros). In 2022, Italian marketers will continue to invest in digital formats. According to research by Kantar, 94% will increase spending on online video ads, 83% on advertising on Connected TV, 78% on advertising within Stories on social media, 73% on influencer marketing activities , 68% in social media advertising.