OOH ad spending in Italy 2018-2027
Out-of-home advertising spending in Italy was projected to amount to 432 million euros in 2023. Spending was expected to reach 537 million in 2027. This industry involves advertising displayed outside the home, in public spaces. The greatest share of the market is related to advertising displayed on public transport.
Digital OOH
Out-of-home advertising is also displayed also through digital media. The share of digital OOH advertising amounted to 17 percent of OOH advertising by 2022. In Italy, digital OOH adverts are located often in subways and railways, which hold 45 percent of the market. Spaces in airports and billboards follow with 30 and 13 percent respectively.
Effective reach
It is hard to indicate the effective reach of out-of-home advertising in Italy. A study estimated that 41 million Italians were exposed to it in 2017, while 21.4 million people might have come across advertising as they had to commute more than one hour a day.
