OOH ad spending in Italy 2016-2025
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.
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.