Digital Out-of-Home Advertising - Italy

Ad spending in the Digital Out-of-Home Advertising market in Italy is forecasted to reach US$185.40m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 6.85%, leading to a projected market volume of US$275.80m by 2030.
Italy is expected to reach a projected market volume of US$4.37bn in 2024, making it one of the top countries in terms of ad spending.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$3.16 in 2024.
Italy's Digital Out-of-Home Advertising market is witnessing a surge in innovative interactive campaigns, captivating audiences across iconic Italian landmarks and urban spaces.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Italy is experiencing significant growth and development, driven by changing customer preferences and the increasing adoption of digital technologies. Customer preferences in Italy are shifting towards more interactive and engaging advertising experiences. Consumers are increasingly demanding personalized and relevant content, and digital out-of-home advertising provides the perfect platform for delivering targeted messages. This trend is further fueled by the growing popularity of smartphones and other mobile devices, which allow consumers to interact with digital advertisements in real-time. In addition, the use of digital technologies in out-of-home advertising is becoming more prevalent in Italy. Digital billboards and screens are replacing traditional static billboards, allowing advertisers to display dynamic and eye-catching content. This not only attracts more attention from consumers but also enables advertisers to change their messages more frequently, keeping the content fresh and engaging. Another trend in the market is the integration of data and analytics into digital out-of-home advertising campaigns. Advertisers are leveraging data to better understand consumer behavior and preferences, allowing them to create more targeted and effective campaigns. By analyzing data such as location, demographics, and time of day, advertisers can deliver personalized messages to specific audiences, increasing the effectiveness of their campaigns. Local special circumstances in Italy also contribute to the development of the digital out-of-home advertising market. Italy has a rich cultural heritage and a vibrant outdoor advertising landscape, making it an ideal market for digital out-of-home advertising. The country's iconic landmarks and bustling city centers provide prime locations for digital billboards and screens, attracting both locals and tourists. Additionally, the Italian population is known for its tech-savviness and high smartphone penetration, making it easier for advertisers to reach their target audience through digital out-of-home advertising. Underlying macroeconomic factors also play a role in the growth of the digital out-of-home advertising market in Italy. The Italian economy has been steadily recovering in recent years, leading to increased consumer spending and confidence. This creates a favorable environment for advertisers to invest in digital out-of-home advertising campaigns, as they can expect a higher return on investment. Furthermore, the Italian government has been supportive of digital innovation and technology adoption, providing incentives and regulations that encourage the growth of the digital out-of-home advertising market. In conclusion, the Digital Out-of-Home Advertising market in Italy is developing rapidly due to changing customer preferences, the increasing adoption of digital technologies, local special circumstances, and underlying macroeconomic factors. Advertisers are leveraging digital out-of-home advertising to deliver personalized and engaging content to their target audience, while also benefiting from the integration of data and analytics into their campaigns. With the continued growth of the Italian economy and the support of the government, the digital out-of-home advertising market in Italy is expected to further expand in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. 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) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.

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

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.