Digital Video Advertising - Italy

Ad spending in the Digital Video Advertising market in Italy is forecasted to reach US$1.71bn in 2024.
The annual growth rate (CAGR 2024-2030) is expected to be 5.34%, leading to a projected market volume of US$2.33bn by 2030.
Italy is anticipated to have a market volume of US$85.39bn in 2024, with the majority of revenue being generated the United States.
Within the Digital Video Advertising market in Italy, 89% of total ad spending is projected to come from mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market in Italy is projected to be US$34.78 in 2024.
Connected TV ad spending in the Italian Digital Video Advertising market is expected to reach US$222.90m in 2024, with a forecasted annual growth rate (CAGR 2024-2030) of 5.30%, resulting in a market volume of US$303.80m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market in Italy is projected to reach US$812.80m in 2024, with an expected annual growth rate (CAGR 2024-2030) of 9.23%, leading to a projected market volume of US$1.38bn by 2030.
Italy's digital video advertising market is experiencing rapid growth, driven by increased internet penetration and demand for targeted online advertising.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

Italy, known for its rich history, vibrant culture, and delicious cuisine, is also experiencing significant growth in the Digital Video Advertising market. With the increasing popularity of online streaming platforms and the widespread use of smartphones, Italians are embracing digital video advertising as a way to connect with brands and discover new products and services.

Customer preferences: Italians have shown a strong preference for digital video advertising due to its convenience and accessibility. With the rise of smartphones and high-speed internet connections, consumers are spending more time watching videos online. This shift in consumer behavior has created a prime opportunity for brands to engage with their target audience through digital video advertising.

Trends in the market: One of the key trends in the Digital Video Advertising market in Italy is the growing popularity of programmatic advertising. Programmatic advertising allows brands to reach their target audience more effectively by using data and algorithms to automate the buying and placement of ads. This trend is driven by the increasing demand for personalized and relevant advertising experiences among Italian consumers. Another trend in the market is the rise of mobile video advertising. With the majority of Italians owning smartphones, mobile video advertising has become an effective way for brands to reach consumers on the go. The convenience and portability of smartphones make it easier for people to watch videos anytime and anywhere, making mobile video advertising a powerful tool for brand communication.

Local special circumstances: Italy has a unique media landscape, with a strong presence of traditional media such as television and print. However, the rise of digital video advertising is challenging the dominance of traditional media channels. Brands are shifting their advertising budgets towards digital video advertising to reach a wider and more engaged audience. This shift is driven by the ability of digital video advertising to provide measurable results and target specific demographics.

Underlying macroeconomic factors: Italy's economy has been experiencing slow growth in recent years, which has led to budget constraints for many businesses. As a result, brands are looking for cost-effective advertising solutions that provide a high return on investment. Digital video advertising offers a cost-effective way for brands to reach their target audience and generate leads and sales. Furthermore, the increasing penetration of high-speed internet and the availability of affordable smartphones have contributed to the growth of the Digital Video Advertising market in Italy. These technological advancements have made it easier for consumers to access online video content, creating a larger audience for digital video advertising. In conclusion, the Digital Video Advertising market in Italy is experiencing significant growth due to customer preferences for convenience and accessibility, as well as the rise of programmatic and mobile video advertising. The unique media landscape and underlying macroeconomic factors in Italy have also contributed to the growth of the market. As digital video advertising continues to evolve, brands in Italy will need to adapt their strategies to effectively engage with their target audience and stay ahead of the competition.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, and digital consumer spending.

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.

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.