Digital DTS share of retail advertising spend by industry in Italy 2018

This statistic depicts the share of digital DTS (Drive-to-Store) advertising spend in Italy in 2018, by industry. According to data, the restaurant sector held the largest percentage (64 percent) of spending in digital DTS advertising, followed by Fast Moving Consumer Goods (FMCG) and Consumer Product Goods (CPG) with 61 percent. By contrast, the market registering the lowest share of investments in digital DTS advertising was the grocery industry with 38 percent.
Drive-to-store marketing is used by retailers to drive potential customers to physical stores through online actions.

Digital DTS (Drive-to-Store) share of retail advertising spend in Italy in 2018, by industry

Characteristic	DTS advertising share
Restaurant	64%
CPG/FMCG (Trade marketing)	61%
Fashion	59%
Home & furniture	53%
Automotive	50%
Cosmetics & Beauty	44%
Grocery	38%

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Release date

June 2019

More information

Region

Italy

Survey time period

2018

Number of respondents

400*

Supplementary notes

The source adds the following information: "For the further segmentation in this study, IHS Markit commissioned 400 interviews with retail businesses of varying sizes to understand their usage and awareness of drive-to-store advertising. This was supported by further research with agency contacts and applying detailed IHS Markit retail industry economic data to create a forecast model for drive-to-store advertising spend by industry by country for each retail segment."

* In the U.S., France, Canada, Belgium, Spain, UK, Italy and Singapore.

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