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Internet advertising market value in Italy 2008-2019

2019 was an extremely successful year for the Italian online advertising market, generating revenues for over three billion euros. Among the available formats, video ads appeared the most profitable, generating 1,059 million euros revenues. Moreover, a glance at the mobile sector shows how the mobile advertising market increased dramatically between 2006 and 2019.

Mobile video ads

Unsurprisingly, the most profitable advertising format was also the one grabbing the most attention. A survey conducted in 2019 among Italian mobile surfers revealed that video ads played before or during another video attracted users’ attention, against 16 percent of audio adverts.

Mobile advertising

Just in 2015, with 267 million euros market value, display advertising was the most relevant sector of the mobile advertising market, dwarfing video advertising, whose value was less than 60 million euros. Over the following years, the video ad market caught up, outdoing all other formats. As a matter of fact, in 2019, the video ad market reached a value of 665 million euros.

Market value of the internet advertising market in Italy from 2008 to 2019

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In cooperation with
Osservatori Digital Innovation
Release date

June 2020



Survey time period

2008 to 2019

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Statistics on "Advertising in Italy"

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