On 15 and 16 November, the main event on digital innovation in Italy returned to the MiCo in Milan: IAB Forum 2022 (https://www.iabforum.it/). IAB is the Italian chapter of the most important association in the field of digital advertising worldwide and represents the entire online communication market chain.
On the stage of this prestigious event, the director Denise Ronconi presented the forecasts of the Internet Media Observatory of the Milan Polytechnic regarding the trend of the Internet Advertising market in Italy. The first data that emerges from the study is positive: the investment market in digital advertising is growing by +3% compared to the previous year and could reach a value of 4.42 billion euros at the end of the year, despite the uncertainties of the economic and social situation.
Let's see in detail the main results of the analysis:
Internet Advertising: the protagonists
In 2022, 80% of total Italian online investment was intercepted by major international players: search engines and social networks in primis. A confirmation of a situation now taken for granted, as stated by the IAB president Carlo Noseda
“Big Tech continues to dominate the long-distance digital advertising market from other players going negative and we expect that to continue into the new year.”
The formats of Internet Advertising
Among the most popular formats chosen by companies we certainly find video (34% of the total investment), followed by display (30%), search (28%), classified & eCommerce (7%), and finally email (marginal in quote).
However, among the most interesting insights there is the audio format, with a +21%: by the end of 2022 it could be worth 24 million euros, thanks to the extraordinary growth in the number of touchpoints through which to reach consumers.
Digital Out of Home and TV 2.0
In Italy, DOOH - digital out of home advertising - is growing exponentially (102 million, +60%) and advertising investments on TV 2.0, specifically, addressable and connected TV (grown by +56% compared to the last survey of the Internet Media Observatory).
In conclusion, as Denise Ronconi underlined at the end of her speech at the IAB Forum 2022, it can be said that the phenomenon that currently most characterizes the Internet Advertising market is that of "hybridization", which also corresponds to a certain "standardization".
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