The first day of IAB Forum 2023 proved to be a long journey designed by words that tried to interpret the concept of "Regeneration".
As said by the President of IAB Italia Carlo Noseda, at the opening of the morning's work, Regeneration is "a state of mind" that is achieved through knowledge and awareness over time.
This key concept, the underlying theme of this edition of the IAB Forum, therefore passes through new languages, from the ability to embrace innovation, such as Artificial Intelligence, to sustainability, inclusion and above all the ability to learn.
The plenary of IAB Forum 2023
The twenty-first edition of IAB Forum, as usual, opened with data from the Internet Media Observatory of the Polytechnic University of Milan on the digital advertising market in Italy.
In detail here are the main considerations that emerged from the words of Director Denise Ronconi:
Internet advertising is set to close 2023 with a collection of 4.84 billion euros, up 8% on 2022, or approximately 370 million more investments in absolute value.
A growth therefore not in double digits but better than the +4% recorded last year, when the Russian-Ukrainian war had caused a slowdown in investments, particularly in the first half of the year.
The largest slice of the pie continues to go to the large international digital advertising players in 2023, with a share of 81%, in line with last year.
Driving the development of digital advertising is certainly video, which confirms itself as the first format for advertising with an incidence of 36% and a growth of 13% on 2022, due in particular to the advertising of apps used via connected TVs.
In fact, TV 2.0 saw advertising investments grow by 28% in 2023, reaching 462 million euros invested.
E-Business Consulting at IAB Forum 2023
During this first day of IAB Fourm the CEO & Founder of E-Business Consulting, Stefano Masiero, held the workshop entitled "From click to store: what data for Drive to Store?"
During the speech, particular attention was paid to which data is important to manage and monitor throughout the funnel of a Drive to Store campaign.
The integration between offline and online, or omnichannel, is the first variable to take into consideration when planning a DTS campaign: obtaining data associated with the customer represents an essential key to understanding. Obtaining data and processing it in real time is an imperative that no retailer can escape.
For anyone interested in receiving a digital copy of the presentation, it is possible to send an email with the subject copy of the IAB Forum 2023 presentation to info@e-businessconsulting.it
Proud to have been actively part of this event, we look forward to seeing you again today to meet you and discuss new collaborations and business opportunities!
E-Business Consulting, a digital marketing agency active since 2003, deals with 360% marketing and communication. Contact us to build a tailor-made project for you!
