The Osservatorio Fcp-Assointernet released the data about the online advertising spending in Italy for the first four months of 2014. Online advertising shows an overall decrease of -2,4% if compared to the same period of the last year.
If we analyze in detail the performance for each device we can see the decrease of the Web that has lost -4,3 percentage points if compared to the performance of 2013. In the opposite direction of this decline, the investment on Mobile devices increase of +54,3% and they confirm the forecasts that identify in the Mobile advertising the driving force behind the Digital Economy. Smart Tv and Console grow of +26,1% while the advertising on Tablet fell by -34,5%: this substantial decline in mainly due to the propensity of users to use the so-called “phablet”, that’s to say smartphones ranging size from 5,5 to 7 inches that are literally cannibalizing the market of tablets.
Roberto Zanaboni, president of Fcp-Assointernet, justifies the negativity of the month of April with the concentration of the holidays of the period that have surely influenced the decline of the investments. The trend of growth of the Mobile advertising is confirmed also for the month of May 2014.
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