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DIGITAL

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TRENDSDigitaladvertisinginItalyCHAPTER

01OverviewDigitaladvertisingspendingworldwidefrom2021to2026(inbillionU.S.dollars)Digitaladvertisingspendingworldwide2021-2026900800700835.82765.98695.96626.866005004003002001000567.49522.520212022*2023*2024*2025*2026*3Description:Itwascalculatedthatthedigitaladvertisingspendingworldwideamountedto522.5billionU.S.dollarsin2021.Thesourceprojectedthatby2026,thespendingwouldreach836billiondollars.ReadmoreNote(s):Worldwide;2021;includesadvertisingthatappearsondesktopandlaptopcomputersaswellasmobilephonesandtabletsandotherinternet-connecteddevices,andincludesallthevariousformatsofadvertisingonthoseplatforms;*[...]

ReadmoreSource(s):eMarketer;PubMaticDigitaladvertisingspendinginEuropefrom2006to2022(inbillioneuros)DigitaladvertisingspendinginEurope2006-2022IncludingBelarus&RussiaExcludingBelarus&Russia*1009080706050403020100928678.370.56066.456.459.150.251.945.83944.140.834.736.130.732.428.927.525.924.622.32218.818.917.21614.710.99.27.86.6200620072008200920102011201220132014201520162017201820192020202120224Description:In2022,digitaladvertisingspendinginEuropeamountedto86billioneuros,upbynearly10percentcomparedtothevalueof78.3billionrecordedayearearlier.ThesefiguresdonotincludeRussiaandBelarus.The2021marketsizeincludingthetwoEasternEuropeancountriesstoodat92billioneuros.ReadmoreNote(s):Europe;2006to2022;*Historicalmarketsizerestatedbasedon2022constantexchangeratesandhistoricalgrowthrates.In2021,Estonia,Latvia,andLithuaniawereadded.Theircombineddigitaladvertisingrevenuestoodat339million[...]

ReadmoreSource(s):IABEurope;Varioussources(localIABoffices)DigitaladvertisingspendinginEuropein2022,byformat(inbillioneuros)DigitaladspendinEurope2022,byformat4540.94037.435302520151055.70DisplaySearchClassifieds,directories,andaffiliate5Description:In2022,outofthetotalof86billioneurosinvestedindigitaladvertisinginEurope,40.9billionwerespentondisplayadvertising.Searchwasthesecondlargestformat,withmorethan37billion,whereasclassifieds,directories,andaffiliaterankedthirdwith5.7billion.ReadmoreNote(s):Europe;2022;figuresexcludeBelarusandRussiaSource(s):IABEuropeDigitaladvertisingspendinginEuropein2022,bycountry(inmillioneuros)LargestdigitaladvertisingmarketsinEurope2022Spendinginmillioneuros15,00005,00010,00020,00025,00030,00035,000UnitedKingdomGermanyFrance29,45212,3948,731SpainItaly4,5024,419NetherlandsSwitzerlandSwedenAustria3,5873,3803,2062,190TurkeyCzechia2,1672,158NorwayDenmark1,7361,5946Description:In2022,theUnitedKingdom(UK)wasthelargestdigitaladvertisingmarketinEurope,withaspendof19.45billioneuros.Germanyrankedsecondwithanexpenditureof12.39billioneuros.ReadmoreNote(s):Europe;2022Source(s):IABEuropeCHAPTER

02ItalianmarketoverviewInternetadvertisingspendinginItalyfrom2019to2023(inbillioneuros)InternetadvertisingspendinginItaly2019-20236.04.815.04.03.02.01.00.04.474.283.453.320192020202120222023*8Description:DigitaladvertisingspendinginItalyin2020waslowerthanthespendingin2019,duetotheimpactofthecoronaviruspandemic.Thesourceestimatedthattheexpendituredroppedfrom3.3billioneurosin2019toanywherebetween3.05billionand3.19billioneuros.ReadmoreNote(s):Italy;2019to2022;*Forecast.ReadmoreSource(s):engage.it;OsservatoriDigitalInnovationAdspendingofthedigitaladvertisingindustryinItaly2018-2027(inbillionU.S.dollars)AdspendingofthedigitaladvertisingindustryinItaly2018-202798767.677.246.796.325.845.324.95432103.833.332.8620182019202020212022202320242025202620279Description:TheadspendinginthedigitaladvertisingmarketinItalywasforecasttocontinuouslyincreasebetween2023and2027byintotal1.8billionU.S.dollars(+30.82percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach7.67billionU.S.dollarsandthereforeanewpeakin2027.Notably,theadspendingofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Italy;2018to2027Source(s):DigitalMarketInsightsAdspendingperinternetuserofthedigitaladvertisingmarketinItalyfrom2018to2027(inU.S.dollars)AdspendingperinternetuserofdigitaladvertisinginItaly2018-2027180160140161.83153.14144.43135.54126.59117.13120100806040200109.8687.9678.9470.162018201920202021202220232024202520262027Year10Description:TheaverageadspendingperinternetuserinthedigitaladvertisingmarketinItalywasforecasttocontinuouslyincreasebetween2023and2027byintotal35.2U.S.dollars(+27.81percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach161.83U.S.dollarsandthereforeanewpeakin2027.Notably,theaverageadspendingperinternetuserofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Italy;2018to2027Source(s):DigitalMarketInsightsProgrammaticadvertisingspendinginItalyfrom2014to2022(inmillioneuros)ProgrammaticadspendinginItaly2014-2022900800700600500400300788716588556488409315234200100011020142015201620172018201920202021202211/statistics/619867/programmatic-advertising-market-italyIn2022,themarketvalueofprogrammaticadvertisinginItalystoodat788millioneuros,a10percentincreasefromthe2021valueof716million.Inthepresentedperiodofnineyears,thevalueoftheItalianprogrammaticmarketgrewnearlyseven-fold.ReadmoreNote(s):Italy;2014to2022Source(s):engage.it;OsservatoriDigitalInnovationChangeinprogrammaticadvertisingspendinginItalyfrom2015to2022ProgrammaticadspendgrowthinItaly2015-2022120%113%100%80%60%40%20%0%35%30%22%19%14%10%6%2015201620172018201920202021202212Description:In2022,programmaticadvertisingspendinginItalygrewby10percent,reaching788millioneuros.ReadmoreNote(s):Italy;2015to2022Source(s):engage.it;OsservatoriDigitalInnovationCHAPTER

03FormatsDistributionofinternetadvertisingspendinginItalyin2022,byformatInternetadspendinItaly2022,byformatClassified&ecommerce7%Email1%Video34%Search28%Display30%14Description:In2022,videowasthemost-investedinformatofinternetadvertisinginItaly,accountingfor34percentofthetotalinternetadspending.Otherdisplayformatsheldashareof30percent,whichsignifiesthatdisplay(videoandotherformats)attractednearlytwothirdofItalianinternetadspend.ReadmoreNote(s):Italy;asofNovember16,2022Source(s):IABItalia;MilanoFinanza;OsservatoriDigitalInnovationChangeinselectedformatsofdigitaladvertisingspendinginItalyin2022DigitaladspendgrowthinItaly2022,byformat25%21%20%15%10%5%5%0%4%2%1%0%AudioVideoSearchClassifiedandecommerceEmailOtherdisplay15Description:AudiowasestimatedtobethedigitaladvertisingformatthatgrewthemostinItalyin2022,witha21percentchangefrom2021.Videoexpanded30percent.ReadmoreNote(s):Italy;asofNovember2022;forecastSource(s):MilanoFinanza;OsservatoriDigitalInnovationAdspendingofthevideoadvertisingmarketinItalyfrom2018to2027(inbillionU.S.dollars)AdspendingofthevideoadvertisingindustryinItaly2018-20272.52.01.951.861.781.691.591.471.51.00.50.01.391.060.820.64201820192020202120222023202420252026202716Description:Theadspendinginthe'VideoAdvertising'segmentofthedigitaladvertisingmarketinItalywasforecasttocontinuouslyincreasebetween2023and2027byintotal0.4billionU.S.dollars(+25.16percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach1.95billionU.S.dollarsandthereforeanewpeakin2027.Notably,theadspendingofthe'VideoAdvertising'segmentofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Italy;2018to2027Source(s):DigitalMarketInsightsDistributionofadvertisingspendinginItalyin2022,bymediumAdvertisingspendingshareinItaly2022,bymediumOthermedia3.1%Directmail2.2%Radio4.1%Print7.3%Digital43.9%TV39.4%17Description:In2022,43.9percentoftheadvertisingspendinginItalywasmadeupbydigitalmedia,whileTVaccountedfor39.4percentofthetotaladexpenditureovertheconsideredyear.Directmailheld2.2percentofthetotaladspendin2022.

ReadmoreNote(s):2022Source(s):engage.it;NielsenRevenueofthesocialmediaadvertisingmarketinItalyfrom2018to2027(inbillionU.S.dollars)RevenueofthesocialmediaadvertisingindustryinItaly2018-20272.52.372.292.222.142.041.932.01.51.00.50.01.871.511.150.94201820192020202120222023202420252026202718Description:Theadspendinginthe'SocialMediaAdvertising'segmentofthedigitaladvertisingmarketinItalywasforecasttocontinuouslyincreasebetween2023and2027byintotal0.3billionU.S.dollars(+14.71percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach2.37billionU.S.dollarsandthereforeanewpeakin2027.Notably,theadspendingofthe'SocialMediaAdvertising'segmentofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Italy;2018to2027Source(s):DigitalMarketInsightsAveragecost-per-click(CPC)inGoogleAdssearchadvertisinginselectedindustriesinItalyinMay2023(inU.S.dollars)GoogleAdsaveragemonthlyCPCinItaly2023,byindustryCostinU.S.dollars0.00.20.40.60.81.01.21.41.61.82.0Marketing&advertisingInsurance1.761.63Legal1.05OnlinebankingCryptocurrencyElectronics0.660.570.47OnlineeducationJewelryAutomobiledealershipBeauty&skincareTravel0.30.290.280.280.260.240.22Fitness&healthHome&garden19Description:InMay2023,theaveragemonthlycost-per-click(CPC)inGoogleAdssearchadvertisingforthemarketingandadvertisingindustryinItalyreached1.76U.S.dollarsandwasthehighestamongthepresentedindustries.Atthesametimethelowestresultwasforthefashionretailsector,withCPCvaluedat11cents.ReadmoreNote(s):Italy;May2023;basedondataextractedfromSemrushkeyworddatabase;widerindustrymetricsmayvarySource(s):SemrushCHAPTER

04MobileNumberofmobilecellularsubscriptionsinItalyfrom2012to2028(per100capita)NumberofmobilecellularsubscriptionsinItaly2012-2028180161.47

160.6160149.06145.59142.98139.78

139.1914012010080133.07131.86

132.67131.71

130.81130.39130129.29

128.66128.1160402002012201320142015201620172018201920202021202220232024202520262027202821Description:ThenumberofmobilephonesubscriptionsinItalywasforecasttocontinuouslydecreasebetween2024and2028byintotal3.6.Afterthesixthconsecutivedecreasingyear,thenumberisestimatedtoreach128.11subscriptionsandthereforeanewminimumin2028.ReadmoreNote(s):Italy;2012to2028;Allvaluesareestimates.Source(s):ConsumerMarketInsightsMobileinternetadvertisingspendinginItalyfrom2017to2027(inbillioneuros)MobileadspendinginItaly2017-20275.04.54.03.53.02.52.04.384.13.793.463.12.632.051.581.51.290.961.00.50.00.762017201820192020202120222023202420252026202722Description:MobileinternetadvertisingspendinginItalyamountedto2.63billionU.S.dollarsin2022.Spendingwasprojectedtoincreaseoverthefivefollowingyears,reachinganestimated4.38billionby2027.ReadmoreNote(s):Italy;2017to2027Source(s):DigitalMarketInsightsChangeinmobileinternetadvertisingspendinginItalyfrom2017to2025MobileadspendinggrowthinItaly2017-202530%26%25.7%25%20%15%10%5%23.2%20.7%20.2%12.6%10%6.9%0%-2.5%2020-5%2017201820192021*2022*2023*2024*2025*23Description:Mobileinternetadvertisingspendingdecreased2.5percentin2020comparedto2019.Adspendingwasprojectedtogrowagainoverthefollowingfiveyears,witha23.2percentincreaseexpectedin2021.

ReadmoreNote(s):Italy;2017to2020;*Forecast.FigurescalculatedbySource(s):PwC;basedondataprovidedbythesource.ReadmoreShareofmobileininternetadvertisingspendinginItalyfrom2017to2027MobileshareofinternetadspendinItaly2017-202770%60%59%58%60%50%40%30%20%10%0%56%54%52%50%47%43%40%37%2017201820192020202120222023202420252026202724Description:Mobileinternetadvertisingspendingaccountedfor52percentofinternetadvertisingspendinginItalyin2022.Thesharewasprojectedtogrowoverthefollowingfiveyears,reaching60percentin2027.

ReadmoreNote(s):2017to2027Source(s):DigitalMarketInsightsCHAPTER

05ConsumerattitudesAttitudestowardsonlineadvertisinginItalyasofJune2023AttitudestowardsonlineadvertisinginItaly2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%45%IamoftenannoyedbyadvertisingontheinternetIdon'tmindadvertisingifIgetfreecontentinreturn36%36%ItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemIamexcitedaboutusingthemetaverse(immersivevirtualworld)Iuseadblockerswhenbrowsingtheinternet24%22%16%Idon'tmindwhencompaniesusemypersonaldataforadvertisingIoftenhavedifficultydistinguishingadvertisingfromcontentNoneoftheabove14%14%6%26Description:Whenaskedabout"Attitudestowardsonlineadvertising",mostItalianrespondentspick"Iamoftenannoyedbyadvertisingontheinternet"asananswer.45percentdidsoinouronlinesurveyin2023.ReadmoreNote(s):Italy;July2022toJune2023;2033respondents;18-64yearsSource(s):ConsumerInsightsSourcesfirstintroducinginternetuserstonewbrandsinItalyin3rdquarter2022SourcesfirstintroducingwebuserstonewbrandsinItaly2022Shareofrespondents10%

15%0%5%20%25%30%35%40%45%SearchenginesAdsonTV39.2%34.3%Word-of-mouthrecommendationsfromfriendsorfamilyOnlineretailwebsites30.1%29.4%ProductsamplesortrialsProductcomparisonwebsitesAdsonsocialmedia24.1%23.7%23.6%23.3%ConsumerreviewsitesBrandorproductwebsites22.6%21.1%20%AdsonwebsitesIn-storedisplaysorpromotionsTVshowsorfilms16.5%16.4%Companyemails,letters,ormailshotsProductbrochuresorcataloguesRecommendationsorcommentsonsocialmedia14.6%14.2%27Description:Duringa2022survey,39.2percentofrespondingItalianinternetuserssaidtheyfirstdiscoveredanewbrandthankstosearchengines.Accordingtosurveyresults,34.3percentofrespondentsfirstcameacrossanewbrandbecauseofTVads.

ReadmoreNote(s):Italy;Q32022;16-64yearsSource(s):DataReportal;GWI;SlideshareMostcommonsourcesofnewbrand,product,andservicediscoveryamonginternetusersinItalyasof3rdquarter2022MainchannelsofnewbranddiscoveryItalyQ32022Shareofrespondents0%5%10%15%20%25%30%35%40%SearchenginesAdsonTV39.2%34.3%Word-of-mouthrecommendationsfromfriendsorfamilyOnlineretailwebsites30.1%29.4%ProductsamplesortrialsProductcomparisonwebsitesAdsonsocialmedia24.1%23.7%23.6%Consumerreviewsites23.3%Brandorproductwebsites22.6%21.1%20%AdsonwebsitesIn-storedisplaysorpromotionsTVshowsorfilms16.5%16.4%Companyemails,letters,ormailshotsProductbrochuresorcataloguesRecommendationsorcommentsonsocialmedia14.6%14.2%28Description:Accordingtoaglobalsurveyconductedinthethirdquarterof2022,almost40percentofinternetusersinItalyreporteddiscoveringnewbrandsviasearchengines.Morethanone-thirdoftherespondentscameuponnewbrandsthroughadsonTV.Meanwhile,30percentoftheusersdiscoverednewbrands,products,andservicesviaword-of-mouthrecommendationsfromfriendsorfamily.

ReadmoreNote(s):Italy;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialOnlineadvertisingpracticesexperiencedbyconsumersfromItalyasofDecember2022OnlineadvertisingpracticesexperiencedbyItalianconsumers2022Shareofrespondents0%

10%20%30%40%50%60%70%80%90%...haveexperiencedadsthatappearedtohavebeentailoredtothempersonally...haveexperiencedhiddenadsplacedwithinsearchresults82%80%...haveexperiencedconsumerreviewsthatdidnotappeargenuine75%...haveexperiencedsocialmediainfluencerswhoappearedtohavebeenpaidtopromotecertainproductsbutdidnotsaythisclearly63%...haveexperiencedunclearexplanationsontheuseofpersonaldata61%29/statistics/1396618/online-advertising-practices-italyDuringa2022survey,82percentofrespondingconsumersfromItalystatedthattheyhadexperiencedadsthatappearedtohavebeentailoredtothempersonally.Meanwhile,80percentofrespondentssawhiddenadsplacedwithinsearchresults.

ReadmoreNote(s):Italy;October24toDecember4,2022;1,000respondents;18yearsandolderSource(s):EuropeanCommission;IpsosConsumerconcernsabouttargetedadvertisinginItalyasofDecember2022ConsumerconcernsabouttargetedadsinItaly2022Shareofrespondents0%

10%20%30%40%50%60%70%66%Yourpersonaldatacouldbeusedforotherpurposesand/oryoudon'tknowwithwhomitmightbesharedYouronlinedataiscollected/aprofileismadeaboutyouwithoutyouknowingitorexplicitlygivenachancetoagree65%CookiesareinstalledonyourcomputerItnegativelyaffectsyourtrustine-commerceYoucannotdistinguishbetweeninformationandadvertisingYoucannot'opt-out'/refuse46%34%32%29%Noconcernsaboutonlinetargetedadvertising5%30Description:Duringa2022survey,two-thirds(or66percent)ofrespondingconsumersfromItalystatedthatthefactthattheirpersonaldatacouldbeusedforotherpurposesand/ortheydidnotknowwithwhomitmightbesharedwasaveryimportantconcernoftheirsregardingonlinetargetedadvertising.Inthemeantime,65percentofrespondentsexpressedconcernsregardingtheironlinedatacollectedoraprofilemadeaboutthemwithoutknowingitorexplicitlygivenachancetoagree.

ReadmoreNote(s):Italy;October24toDecember4,2022;1,000respondents;18yearsandolde