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.
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.
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.