Forecast out of home media industry spending in Italy 2019-2024
In Italy, the expenditure of out-of-home industry increased from 2017 to 2019, when it was 187 million euros. By 2024, the spending of this industry advertising is expected to reach 202 million euros. 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 is expected to increase 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.
Digital OOH
Out-of-home advertising is also displayed also through digital media. The share of digital OOH advertising is expected to increase 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.
