A key European player is increasingly going online but remains mostly reliant on traditional media. Italy is one of the
, coming in behind the United Kingdom, Germany, France, and Russia. In 2023, advertisers spent 4.84 billion euros on
, a figure that was projected to surpass the five-billion-mark the following year. Digital covered
Video and mobile rule the format game
Video is Italy’s
most invested-in digital advertising format, drawing in more than one-third of the country’s total digital ad spending.
Online video alone raked in in 1.59 billion U.S. dollars in ad spending in 2023. Another display type, banners, made up the second most invested-in ad format with a 30-percent share of total online ad spend. Search attracted 27 percent of the digital nationwide expenditures, while remaining internet ad formats such as classifieds and digital retail media collectively covered eight percent of the total. Smartphones are an inextricable part of daily life in Italy, with more than 130 subscriptions per 100 inhabitants. At around 3.1 billion dollars,
Italy’s mobile advertising made up 52 percent of digital ad spending and was expected to reach 60 percent by 2027.
Consumers find brands through search engines, influencers
Almost half of Italians surveyed in 2024 said they were
often annoyed by ads on the internet. As of 2023, most Italian shoppers discovered brands through search engines and TV commercials. Word-of-mouth, e-commerce platforms, and social media ads rounded up their top five sources of new products and services, leaving other websites and traditional media with a reach below 25 percent. Nearly half of Italians said they
bought something promoted by an influencer, while six out of 10 reckoned influencers should explain the benefits of the products and services they endorse. As the Italian ad market increasingly digitizes itself, following online consumers' behaviors will be more and more crucial for the industry's expansion.
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