On June 15, the last meeting organized by the Internet Media Observatory was held during which Andrea Lamperti, director of the Observatory, presented the market numbers of Internet Advertising 2021 and the estimates for the current year. So let's take a look at the situation on the state of the art of Internet Media in Italy and take a look at the trends of this year.
Italian Advertising Market: between certainties and uncertainties
Taking into consideration the Italian advertising market we must pay attention to 3 elements that characterize the national scenario:
-Return to normal: after two years of pandemic from Covid-19 it is undeniable to say, the market is gradually returning to normal by recovering what has been lost.
-Digitalization that advances: we are in a historical moment in which digitalization in all processes is growing incessantly from the use of AI within Internet Advertising to its application in everyday life with TV 2.0 .
-Market uncertainty: the international economic situation is affected by the war in Ukraine, thus destabilizing relations and advertising investments.
The trend of the Media Market in Italy in 2020 has suffered a halt compared to 2019, -4% on the advertising side -8% on the pay side, going from 15.6 billion euros overall to 14.6 billion overall. Fortunately, in 2021 the situation changed, going from a total of 14.6 billion euros in 2020 to a total of 16.1 billion euros, with an increase in advertising of + 18%.
For 2022 it is estimated that the trend of the Italian advertising market will be positive reaching 9.6 billion euros compared to 9.3 billion in 2021.
Italian Advertising Market: subdivision of media
For 2022, estimates predict that the € 9.6 billion will be divided as follows:
-TV will cover 37% of the total (-3% compared to 2021),
-Print will cover 7% of the total (equal to 2021),
-Internet Media will cover 48% of the total (+ 2% compared to 2021),
-Radio will cover 4% of the total (equal to 2021),
-OOH will cover 4% of the total (+ 1% compared to 2021).
Taking a closer look at the weight of individual formats in the Internet Advertising market, again for 2022, we note that:
-Video will drive formats covering 34% of investments,
-Other and Display are in second place with 31% of investments,
-Search represents 27% of investments,
-Classified and E-commerce cover 7% of investments,
-Audio and Email cover less than 1% of investments.
Italian Advertising Market: digitization and new media
Estimates aside, 2022 represents an important year within which attention is paid to digitization and the entry of new media. What are the trends to follow?
-Connected and Addressable Tv,
-DOOH (Digital out of home),
- Virtual Reality and Metaverse,
- Relevance of digital outside the WEB / APP context.
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