Advertising - Italy | Statista Market Forecast

Ad spending in Italy is forecasted to reach US$12.01bn in 2024.
The largest market in Italy is TV & Video Advertising with a market volume of US$4.44bn in 2024.
When compared globally, the United States will lead in ad spending with US$425.90bn in 2024.
Within the Italian Advertising market, 67% of total ad spending is expected to come from digital sources in 2030.
The average ad spending per capita in Italy's TV & Video Advertising market is projected to be US$75.64 in 2024.
Furthermore, Advertising market of the 91% revenue in Italy will be generated through programmatic advertising in 2030.
Italy's advertising market is seeing a rise in digital ad spending, with brands increasingly focusing on online platforms to reach consumers effectively.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Italy has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Italian customers have shown a growing preference for digital advertising channels, such as online display ads and social media advertising. This shift can be attributed to the increasing use of smartphones and the internet among the Italian population. Customers are now spending more time online, which has led to a higher demand for digital advertising. Additionally, customers are becoming more selective in their ad consumption, preferring personalized and targeted advertisements that are relevant to their interests and needs. This has led to a rise in programmatic advertising, where ads are delivered based on user data and behavior.

Trends in the market: One of the key trends in the Italian advertising market is the growth of mobile advertising. With the widespread adoption of smartphones, advertisers are increasingly focusing on mobile advertising to reach their target audience. Mobile advertising offers various formats, including in-app ads, mobile video ads, and mobile search ads, which provide advertisers with more opportunities to engage with customers. Additionally, the rise of mobile e-commerce has further fueled the demand for mobile advertising, as brands seek to reach customers at the point of purchase. Another trend in the Italian advertising market is the increasing importance of influencer marketing. Influencers, particularly on social media platforms such as Instagram and YouTube, have gained significant popularity among Italian consumers. Brands are leveraging the influence of these individuals to promote their products and services, as they are perceived as more authentic and relatable by customers. This trend has led to a shift in advertising strategies, with brands allocating a portion of their marketing budget to influencer collaborations.

Local special circumstances: Italy has a strong cultural heritage and a rich history of art and design. This has influenced the advertising industry, with Italian brands often prioritizing creativity and aesthetic appeal in their advertising campaigns. Advertisements in Italy often feature visually stunning imagery, artistic concepts, and storytelling elements. This emphasis on creativity sets Italian advertising apart from other markets and contributes to its unique charm and appeal.

Underlying macroeconomic factors: The growth of the advertising market in Italy can also be attributed to favorable macroeconomic factors. Italy has experienced a period of economic recovery in recent years, with an increase in consumer spending and business investment. This has created a conducive environment for advertising, as businesses are more willing to allocate resources to marketing and promotion. Additionally, Italy's tourism industry has been thriving, attracting both domestic and international advertisers who seek to target tourists visiting the country. In conclusion, the Advertising market in Italy is experiencing growth due to changing customer preferences, such as the increasing demand for digital advertising and the rise of influencer marketing. The market is also shaped by local special circumstances, such as the emphasis on creativity and aesthetic appeal in Italian advertising. Favorable macroeconomic factors, including economic recovery and a thriving tourism industry, further contribute to the growth of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.