During the just-ended IAB Forum, data regarding the Italian advertising market have been presented by Politecnico di Milano. These numbers refer to both online and offline marketing trends, outlined separately.
The current year marks an increase in advertising investments with an estimated growth of of 20%, differently from 2020, in which they experienced a general decrease of 8%. The total value of estimated investments is going to reach 9,5 billion €, a value similar to the one recorded in 2008.
The main role will be played by Internet Advertising, which is going to have an impact of 23% on the total investments amount. Its value will reach 4,26 billion €. Respectively, web and TV are going to influence the total share by 45% and 41%.
In addition to this, it can be underlined that within all the media, the one that is experiencing the hardest time is the press, which decreased from 30% in 2008 to 7% in the current year.
It is stimulating to analyze the various formats that are shaping the Internet Advertising, comparing them from 2020:
- Video format is still the most used type of content, with 34% of the total amount and an increase of 27%
- Display contributes with 31% and has increased of 23%
- Search covers the third place with a percentage of 27% and an increase of 21%
Also the audio format increased of 43%, even if it is still too limited to be fully taken into consideration.
What should be expect from 2022? The main tools that are going to grow, according to the data shared in the IAB Forum, will be the following:
- Online Video ADS
- TV ADS on Smart TV
- Social Media ADS
- Influencer Marketing
Creativity becomes the main driver to get in touch with buyer personas and to be remembered. It has been estimated that a good creativity can increase up to 50% the success of an advertising campaign, up to 7 times.
To conclude, a fundamental tip that can be adopted in this changing era is to abandon certainties and explore what these digital tools have to offer.
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