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Digital advertising in Italy - statistics & facts

Italy is one of the largest digital advertising markets in Europe, coming in behind the UK, Germany, France, and Russia. In 2020, advertisers spent three billion euros on digital ad campaigns in Italy. Digital covered 41 percent of the country’s advertising market in 2020 and has been growing every year over the last decade. Despite this spell being interrupted due to the COVID-19 pandemic in 2020, forecasts projected the market to grow again in 2021 and beyond. By 2022, digital ad spending in Italy is expected to transcend the four-billion-euro mark.

Digital advertising formats
Video is the most invested-in digital advertising format in Italy, drawing in almost one-third of the country’s total digital ad spending. Video alone was expected to rake in 1.46 billion U.S. dollars in ad spending in 2021. Other display types such as banners made up the second most invested-in ad format with a 31 percent share of total digital ad spend. Search attracted 28 percent of the nationwide expenditures, while remaining digital ad formats such as classified or e-commerce collectively covered eight percent of the total.

Mobile advertising
Smartphones are increasingly becoming an inextricable part of daily life in Italy, with 69 percent of the population owning one in 2020 - a share that is expected to grow to 77 percent by 2025. At around 1.56 billion U.S. dollars, mobile advertising in Italy makes up 43 percent of digital ad spending and is expected to surpass desktop devices in 2023. It is projected to almost double its current value to over three billion by 2025. Among mobile ad formats, marketers spend the most on display ads (video and non-video), accounting for almost three-quarters of mobile ad spend.

Consumer attitudes
In a survey about online advertising carried out in 2020, almost half of the respondents said they were often annoyed by ads on the internet. When asked about how they discovered new brands, a majority of surveyed shoppers listed search engines as their primary source, followed by television ads. Ads on websites and social media were cited by slightly under a quarter of consumers. Among Gen Z consumers, Amazon reviews and word of mouth recommendations stood out as the sources that impacted purchasing decisions the most. Influencers were the digital source that most impacted Gen Z consumers in their buying decisions.

Key figures

The most important key figures provide you with a compact summary of the topic of "Digital advertising in Italy " and take you straight to the corresponding statistics.

Formats

Mobile

Consumers

Interesting statistics

In the following 5 chapters, you will quickly find the 28 most important statistics relating to "Digital advertising in Italy ".

Digital advertising in Italy

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Digital advertising in Italy - statistics & facts

Italy is one of the largest digital advertising markets in Europe, coming in behind the UK, Germany, France, and Russia. In 2020, advertisers spent three billion euros on digital ad campaigns in Italy. Digital covered 41 percent of the country’s advertising market in 2020 and has been growing every year over the last decade. Despite this spell being interrupted due to the COVID-19 pandemic in 2020, forecasts projected the market to grow again in 2021 and beyond. By 2022, digital ad spending in Italy is expected to transcend the four-billion-euro mark.

Digital advertising formats
Video is the most invested-in digital advertising format in Italy, drawing in almost one-third of the country’s total digital ad spending. Video alone was expected to rake in 1.46 billion U.S. dollars in ad spending in 2021. Other display types such as banners made up the second most invested-in ad format with a 31 percent share of total digital ad spend. Search attracted 28 percent of the nationwide expenditures, while remaining digital ad formats such as classified or e-commerce collectively covered eight percent of the total.

Mobile advertising
Smartphones are increasingly becoming an inextricable part of daily life in Italy, with 69 percent of the population owning one in 2020 - a share that is expected to grow to 77 percent by 2025. At around 1.56 billion U.S. dollars, mobile advertising in Italy makes up 43 percent of digital ad spending and is expected to surpass desktop devices in 2023. It is projected to almost double its current value to over three billion by 2025. Among mobile ad formats, marketers spend the most on display ads (video and non-video), accounting for almost three-quarters of mobile ad spend.

Consumer attitudes
In a survey about online advertising carried out in 2020, almost half of the respondents said they were often annoyed by ads on the internet. When asked about how they discovered new brands, a majority of surveyed shoppers listed search engines as their primary source, followed by television ads. Ads on websites and social media were cited by slightly under a quarter of consumers. Among Gen Z consumers, Amazon reviews and word of mouth recommendations stood out as the sources that impacted purchasing decisions the most. Influencers were the digital source that most impacted Gen Z consumers in their buying decisions.

Interesting statistics

In the following 5 chapters, you will quickly find the 28 most important statistics relating to "Digital advertising in Italy ".

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