欧洲广告行业市场前景及投资研究报告-外文版培训课件

INDUSTRIES

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MARKETSAdvertisinginEuropeCHAPTER

01OverviewAdvertisingspendingworldwidefrom2022to2026,byregion(inbillionU.S.dollars)Advertisingspendingworldwide2022-2026,byregionUnitedStates&CanadaAsia-PacificWesternEuropeLatinAmericaMiddleEast&Africa*CentralandEasternEurope900800700600500400300200100020222023**2024**2025**2026**4Description:Thesourceprojectedthatadvertisingspendingwillcontinuouslygrowinalmostallworldregionsbetween2024and2026.IntheUnitedStatesandCanada,thefigurewillincreasebyaroundninepercentinthatperiod,standingjustbelow358billionU.S.dollarsbythelatteryear.Meanwhile,LatinAmericawillexperienceanexpansionofapproximately23percent,whereasadspendinginCentralandEasternEurope(CEE)waspredictedtostale.

ReadmoreNote(s):Worldwide;2022;*Source(s):Dentsu;calculatedtheMiddleEastandAfricafiguresbasedonthesource'sdata.**Forecasts.Accordingtothesource,ArgentinaandTurkeyfigureswereadjustedforinflation.ReadmoreAdvertisingspendinginselectedmarketsinEuropeasapercentageoftheglobaladexpenditurein2024AdspendinselectedmarketsinEuropeasashareoftheglobaladexpenditure20245.83%6%5%4%3%2%1%0%4.61%3.97%2.31%1.12%Italy0.97%0.89%SpainUnitedKingdomGermanyFranceCentralandEasternEuropeRestofWesternEurope5Description:In2024,theUnitedKingdomalonewillaccountforanestimated5.83percentofglobaladvertisingrevenues.GermanyandFrancewereforecasttoholdsharesofaroundfourand2.3percent,respectively.Altogether,Europe'sshareinworldwideadspendingwillstandat19.7percent.MostEuropeanadmarketswereprojectedtoexpandbetween2022and2026.ReadmoreNote(s):Europe;2022;forecastSource(s):Dentsu;AdvertisingspendinginEuropefrom2022to2026,bymarket(inbillionU.S.dollars)AdvertisingspendinginEurope2022-2026,bymarketUnitedKingdomRestofWesternEurope**GermanyFranceItalyCentralandEasternEuropeSpain18016014012010080604020020222023*2024*2025*2026*6Description:Thesourceforecastthat,in2024,advertisingspendinginEuropewillsurpass148billionU.S.dollars,ofwhichalmost44billiondollars(ornearly30percent)wouldcomefromtheUnitedKingdomalone.ExpendituresinGermanyandFrancewereprojectedtoreach29.9billionand17.4billiondollars,respectively.WesternEuropewasthethird-largestadmarketworldwidethatyear.ReadmoreNote(s):Europe;2022;*Forecasts.**Source(s):Dentsu;calculatedthefiguresfortherestofWesternEuropebasedonthesource'sdata.ReadmoreFastest-growingadvertisingmarketsinEuropein2024Fastest-growingadvertisingmarketsinEurope20244.0%3.5%3.5%3.0%2.5%2.0%1.5%1.0%0.5%0.0%3.1%2.4%2.4%1.8%1.8%0.8%UnitedKingdomItalyFranceSpainGermanyRestofWesternEurope*CentralandEasternEurope7Description:ThesourceforecastthatadvertisingspendingintheUnitedKingdomwillincreasebyapproximately3.5percentin2024makingitthefastest-growingadmarketamongthepresentedEuropeanregions.ItalyandFrancewillfollowwithgrowthratesof3.1and2.4percent,respectively.CentralandEasternEurope'sadexpenditurewasprojectedtorisebylessthanonepercentthatyear.Collectively,Europe'sshareinglobaladrevenueswillstandatanestimated19.7percentin2024,accordingto[...]

ReadmoreNote(s):Europe;2022;forecast;*Source(s):Dentsu;calculatedthefigurebasedonthesource'sdata.ReadmoreMosteffectiveadvertisingmarketsinEuropein2023(indexscore)MosteffectiveadvertisingmarketsinEurope2023Numberofpoints0100200300400500600UnitedKingdomFrance512280.6RomaniaSpain256.9246Poland227.5GermanyPortugalCzechiaUkraineAustria204.7204.3150.7145109.6HungaryItaly90.488.7Ireland80.78Description:Accordingtoarankingbasedoncampaignsandcompaniesmostawardedfortheireffectiveness,theUnitedKingdomwasEurope'smosteffectiveadvertisingmarketin2023,with512pointsintheindexscore.FranceandRomaniafollowedwitharound281and257points,respectively.Ayearearlier,theUK,Germany,andFrancewereEurope'sleadingcountriesbyadspending.

ReadmoreNote(s):Europe;2023Source(s):WARCMosteffectiveadvertisersinEuropein2023(indexscore)MosteffectiveadvertisersinEurope2023Advertisers

(country

oforigin)Anheuser-BuschInBevUnileverLocationBelgiumNumber

ofpoints476.5427.799.590.587.486.674.272.469.165.5UnitedKingdomUnitedKingdomFranceReckittRenaultNestléSwitzerlandGermanyAldiHeinekenNetherlandsGermanyAHRValleyWineRegionVolkswagenGroupGovernmentofUkraineGermanyUkraine9Description:In2023,Anheuser-BuschInBevrankedastheleadingadvertiserinEuropeintermsofeffectiveness.TheBelgiumbeveragecompanyhadascoreof476.5points.UnileverwasthesecondmosteffectiveadvertiserfromaEuropeancountry,with427.7points,followedbyReckitt,whichscored99.5points.ReadmoreNote(s):Europe;2023Source(s):WARCCHAPTER

02DigitaloverviewDigitaladvertisingspendinginEuropefrom2006to2022(inbillioneuros)DigitaladvertisingspendinginEurope2006-2022IncludingBelarus&RussiaExcludingBelarus&Russia*10090807060504030201002006200720082009201020112012201320142015201620172018201920202021202211Description: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,andaffiliate12Description:In2022,outofthetotalof86billioneurosinvestedindigitaladvertisinginEurope,40.9billionwerespentondisplayadvertising.Searchwasthesecondlargestformat,withmorethan37billion,whereasclassifieds,directories,andaffiliaterankedthirdwith5.7billion.ReadmoreNote(s):Europe;2022;figuresexcludeBelarusandRussiaSource(s):IABEuropeDigitaladvertisingspendinginEuropein2022,bycountry(inmillioneuros)LargestdigitaladvertisingmarketsinEurope2022Spendinginmillioneuros15,00005,00010,00020,00025,00030,00035,000UnitedKingdomGermanyFrance29,45212,3948,731SpainItaly4,5024,419NetherlandsSwitzerlandSwedenAustria3,5873,3803,2062,190TurkeyCzechia2,1672,158NorwayDenmark1,7361,59413Description:In2022,theUnitedKingdom(UK)wasthelargestdigitaladvertisingmarketinEurope,withaspendof19.45billioneuros.Germanyrankedsecondwithanexpenditureof12.39billioneuros.ReadmoreNote(s):Europe;2022Source(s):IABEuropeChangeindigitaladvertisingspendinginEuropein2022,bycountryFastestgrowingonlineadvertisingmarketsinEurope2022Year-on-yearchange0%10%20%30%40%50%60%70%80%90%100%TurkeyCroatia93.3%20.3%CzechiaAustria20.2%19.5%LithuaniaEstonia16.7%15.6%15.4%SerbiaNetherlandsUnitedKingdomFrance12%11.1%10.2%PolandEuropeRomania10%9.8%9.7%14Description:Outofthe30Europeancountriespresentedinthedataset,Turkeywasthefastestgrowingdigitaladvertisingmarket,reportinganannualgrowthrateof93.3percentin2022.CroatiaandCzechiafollowedwith20.3percentand20.2percent,respectively.Onaverage,theexpenditureinthe30countriesgrewby9.8percent.ReadmoreNote(s):Europe;2022Source(s):IABEuropeDigitalretailmediaadvertisingrevenueinEuropein2023,bycountry(inmillionU.S.dollars)LeadingdigitalretailmediamarketsinEurope2023RevenueinmillionU.S.dollars800

1,00002004006001,2001,4001,6001,800GermanyUnitedKingdomFrance1,707.411,414.39794.81Italy512.2Spain498.57NetherlandsPoland296.82201.22Austria71.6268.35SwitzerlandRomaniaBelgium61.6352.21Sweden45.82Ireland33.5915Description:In2023,GermanywasthelargestdigitalretailmediamarketinEurope,withadvertisingrevenuesof1.71billionU.S.dollarsorroughly1.55billioneuros(atDecember2023exchangerates).UnitedKingdomandFrancefollowedwith1.4billionand795milliondollars,respectively.PolandwasthelargestmarketfromCentralandEasternEurope,rankedseventh,withadigitalmediaadrevenueof201milliondollars.

ReadmoreNote(s):Europe;2023;businessesbasedinRussiaandTurkeynotincludedSource(s):ecommerceDB.com;SimilarWeb;LeadingdigitalretailmedianetworksinEuropein2023,bymarketshareLeadingdigitalretailmedianetworksinEurope2023,bymarketshareMarketshare0%10%20%30%40%50%60%AmazoneBay54%7%ZalandoAliexpressMediaMarktBCdiscountAllegro5%4%3%3%3%2%2%OttoEtsyAuchaneMAG1%1%1%1%1%1%ElCorteInglésManoManoSaturn16Description:In2023,Amazonheldastaggeringshareof54percentofthedigitalretailmediamarketinEurope,basedonadvertisingrevenue.ThefirstdomesticnetworkintherankingbelongedtoZalando,anapparelandbeautyretailerfromGermany,atplacethree,withamarketshareoffivepercent.Europeandigitalretailmediamarketwasestimatedat11.6billionU.S.dollarsor10.5billioneurosin2023.ReadmoreNote(s):Europe;2023;marketsharebasedonadvertisingrevenue/businessesbasedinRussiaandTurkeynotincludedSource(s):ecommerceDB.com;SimilarWeb;CHAPTER

03UnitedKingdomAdvertisingexpenditureintheUnitedKingdomfrom2010to2023(inbillionGBP)AdvertisingspendingintheUK2010-2023403530252036.6234.5231.9628.2823.5723.7622.1921.3720.0918.5817.6317.1716.115.51510502010201120122013201420152016201720182019202020212022202318Description:AdvertisingexpenditureintheUnitedKingdomin2023amountedto36.62billionBritishpounds,upbyroughlysixpercentcomparedtopreviousyear.Adspendinthecountryisexpectedtoincreasebysixpercentin2024andbyanother4.5percentayearlater.ReadmoreNote(s):UnitedKingdom;2010to2023Source(s):AdvertisingAssociation;WARCAdvertisingexpenditureintheUnitedKingdom(UK)in2022and2023,bymedium(inmillionGBP)AdvertisingexpenditureintheUK2022-2023,bymedium202213143.811612.2538120231470512925.14900SearchOnlinedisplay*TV(total)BroadcasterVideo-on-demand(BVOD)Out-of-home(total)Digitalout-of-home(DOOH)Onlineclassified*Directmail845.4979.61295.3841.31080.8956.7773.6352.8715.572.21181.2749.91110.81094.5825.3Nationalnewsbrands(total)OnlinenationalnewsbrandsRadio(total)374.5740.1Onlineradio77.7Magazinebrands(total)553.8503.319Description:Accordingtorecentmarketdata,TVadvertisingspendingintheUnitedKingdomamountedto4.9billionBritishpoundsin2023,outofwhichBVODadvertisingtookup979.6millionBritishpounds.Atthesametimecinemaadvertisingspenddecreasedto219.9millionpoundsin2023,from229.5millionrecordedin2022.ReadmoreNote(s):UnitedKingdom;2022and2023;*BroadcasterVoD,digitalrevenuesfornewsbrands,magazinebrands,andradiostationwebsitesarealsoincludedwithinonlinedisplayandclassifiedtotals,socareshouldbetakentoavoiddouble[...]

ReadmoreSource(s):AdvertisingAssociation;WARCMostcommonsourcesofnewbrand,product,andservicediscoveryamonginternetusersintheUnitedKingdomasof3rdquarter2023MainchannelsofnewbranddiscoveryintheUKQ32023Shareofrespondents0%5%10%15%20%25%30%35%40%SearchenginesTVadsWord-of-mouth36.5%34.3%34%Retailwebsites32.3%BrandwebsitesSocialmediaads26.2%25.5%In-storepromotionsAdsonwebsites23%21.2%19.9%TVshowsorfilmsConsumerreviewsitesEmailsorphysicalmailProductcomparisonwebsitesAdsinmobileappsSocialmediacommentsOnlinevideopre-rollads18.2%18.1%17.7%16.7%15.9%13.6%20Description:Accordingtothesurveyconductedinthethirdquarterof2023,around37percentofinternetusersintheUnitedKingdomreporteddiscoveringnewbrandsviasearchengines.Approximately34percentoftherespondentscameuponnewbrandsviaadsonTV.Meanwhile,roughlyone-quarteroftherespondentsfoundnewbrandsviasocialmediaads.ReadmoreNote(s):UnitedKingdom;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialNon-digitaladvertisingtouchpointsintheUKasofMarch2024Non-digitaladvertisingtouchpointsintheUK2024Shareofrespondents0%10%20%30%40%50%50%OnTVOnbillboards,screens,andotheradvertisingspacesonthego(includinginpublictransportation)37%Ontheradio33%Directlyinthestore30%Bymailshot/advertisingmailAtthemovies/cinema25%19%17%16%InprinteddailynewspapersInprintedmagazinesandjournalsOther2%Don'tknow5%Ihaven'tcomeacrossanynon-digitaladvertisements11%21Description:"OnTV"and"Onbillboards,screens,andotheradvertisingspacesonthego(includinginpublictransportation)"arethetoptwoanswersamongUKconsumersinoursurveyonthesubjectof"Non-digitaladvertisingtouchpoints".ReadmoreNote(s):UnitedKingdom;April2023toMarch2024;24190respondents;18-64yearsSource(s):ConsumerInsightsDigitaladvertisingtouchpointsintheUKasofMarch2024DigitaladvertisingtouchpointsintheUK2024Shareofrespondents0%5%10%15%20%25%30%35%40%45%SocialmediawebsitesandappsVideoportals(e.g.,YouTube)44%39%Searchengines35%Video-streamingservices(e.g.,Netflix,AmazonPrime)WebsitesandappsofbrandsandproductsOnlinestores33%27%26%Videogames(smartphone/tablet/console/PC/SmartTV)Musicportalsandstreamingservices(e.g.,Spotify)Podcasts22%18%17%Editorialwebsitesandapps(e.g.,newssitesandmagazines)Blogs/forums13%10%10%9%NewslettersIhaven'tcomeacrossanydigitaladvertisements22Description:"Socialmediawebsitesandapps"and"Videoportals(e.g.,YouTube)"arethetoptwoanswersamongUKconsumersinoursurveyonthesubjectof"Digitaladvertisingtouchpoints".ReadmoreNote(s):UnitedKingdom;April2023toMarch2024;24190respondents;18-64yearsSource(s):ConsumerInsightsCHAPTER

04GermanyAdvertisingspendinginGermanyfrom2014to2023(inbillionU.S.dollars)AdspendinginGermany2014-20233529.2829.2229.393025201510526.1726.2726.0125.9816.6416.1815.8302014201520162017201820192020202120222023*24/statistics/411243/advertising-investments-germanyIn2023,advertisingspendinginGermanywasprojectedtoamountto29.39billionU.S.dollars,stayingasgoodasflatcomparedtothefigurereportedayearearlier.Germany'sshareintheglobaladspendstoodatroughlyfourpercentin2023.

ReadmoreNote(s):Germany;2014to2022;currentprices;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):DentsuGrossadvertisingvolumeoftheabove-the-linemediainGermanyin2022and2023(in1,000euros)Grossadvertisingvolumeofabove-the-linemediainGermany2023Grossadvertisingvolumeinthousandeuros202315,000,000202205,000,00010,000,00020,000,00025,000,00030,000,00035,000,00040,000,00033,807,529TotalTV36,714,08516,548,89617,146,3745,458,5365,067,930NewspapersOnline4,197,2814,493,7532,916,3392,608,645Out-of-homeConsumermagazinesRadio2,595,6802,824,2861,972,7561,916,011118,04196,498Cinema25Description:In2023,theadvertisingspendingonabove-the-linemediainGermany,i.e.thosethatreachmassaudienceswithlimitedtargeting,amountedtonearly3.4billioneuros.ThelargestadspendthatyearwasattributedtoTV,atalmost1.7billioneuros,whilenewspaperadspendrankedsecondwith5.5millioneuros.ReadmoreNote(s):Germany;2022and2023Source(s):NielsenMostcommonsourcesofnewbrand,product,andservicediscoveryamonginternetusersinGermanyasof3rdquarter2023MainchannelsofnewbranddiscoveryGermanyQ32023Shareofrespondents0%5%10%15%20%25%30%35%SearchenginesAdsonTV37.1%35.3%Word-of-mouthrecommendationsfromfriendsorfamilyRetailwebsites31.8%30.6%Adsonsocialmedia26%ProductcomparisonwebsitesEmailsorphysicalmailIn-storepromotions20.6%20%19.4%19.3%BillboardsorpostersPrintpressads18.8%AdsontheradioTVshowsorfilms18.8%18.5%AdsonwebsitesAdinmobileapps17.9%17.5%16.6%Brandwebsites26Description:Accordingtotheglobalsurveyconductedinthethirdquarterof2023,around35percentofinternetusersinGermanyreporteddiscoveringnewbrandsviaadsonTV.Morethan37percentcameacrossnewbrandsthroughsearchengines.Meanwhile,roughly31percentoftheusersdiscoverednewbrands,products,andservicesonretailwebsites.ReadmoreNote(s):Germany;Q32023;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialNon-digitaladvertisingtouchpointsinGermanyasofMarch2024Non-digitaladvertisingtouchpointsinGermany2024Shareofrespondents0%5%10%15%20%25%30%35%40%Bymailshot/advertisingmailOnTV39%39%Directlyinthestore37%37%Onbillboards,screens,andotheradvertisingspacesonthego(includinginpublictransportation)OntheradioInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinema34%25%24%15%Ihaven'tcomeacrossanynon-digitaladvertisementsOther9%9%4%Don'tknow27Description:"Bymailshot/advertisingmail"and"OnTV"arethetoptwoanswersamongGermanconsumersinoursurveyonthesubjectof"Non-digitaladvertisingtouchpoints".ReadmoreNote(s):Germany;April2023toMarch2024;35985respondents;18-64yearsSource(s):ConsumerInsightsDigitaladvertisingtouchpointsinGermanyasofMarch2024DigitaladvertisingtouchpointsinGermany2024Shareofrespondents0%5%10%15%20%25%30%35%40%45%Videoportals(e.g.,YouTube)Searchengines43%41%OnlinestoresSocialmediawebsitesandapps38%38%Video-streamingservices(e.g.,Netflix,AmazonPrime)Newsletters28%24%24%WebsitesandappsofbrandsandproductsVideogames(smartphone/tablet/console/PC/SmartTV)Editorialwebsitesandapps(e.g.,newssitesandmagazines)Musicportalsandstreamingservices(e.g.,Spotify)Podcasts23%18%17%14%Blogs/forums11%Ihaven'tcomeacrossanydigitaladvertisements7%28Description:"Videoportals(e.g.,YouTube)"and"Searchengines"arethetoptwoanswersamongGermanconsumersinoursurveyonthesubjectof"Digitaladvertisingtouchpoints".ReadmoreNote(s):Germany;April2023toMarch2024;35985respondents;18-64yearsSource(s):ConsumerInsightsCHAPTER

05FranceAdvertisingspendingoftraditionalmediaanddigitalmediainFrancefrom2018to2023(inbillioneuros)Adspendingoftraditional&digitalmediaFrance2018-2023TraditionalmediaDigitalmedia201816149.69.58121086.818.26.016.8468.568.5447.98.18.226.872020182019202020212022202330Description:In2023,spendingontraditionalmediaadvertisinginFrancestoodat8.22billioneuros.Inthesameyear,spendingondigitalmediawashigher,amountingto9.58billioneuros.ReadmoreNote(s):France;2018to2023;currentpricesSource(s):FrancePub;IREP;KantarAdvertisingspendinginFrancein2023,bymedium(inmillioneuros)AdvertisinginvestmentsinFrance2023,bymedium10,0009,3129,0008,0007,0006,0005,0004,0003,0002,0001,00003,3821,749Press1,28572282DigitalmediaTelevisionOutdooradvertisingRadioCinema31Description:DigitalmediatoppedtherankingofthemediawiththehighestadvertisingspendinginFrancein2023.Inthatyear,digitalmediaaltogethersawmorethan9.3billioneurosinadinvestmentsinthecountry,whiletelevisionrankedsecondwitharound3.8billioninadspend.ReadmoreNote(s):France;2023Source(s):FrancePub;IREP;KantarShareofinternetusersinFrancewhodiscovernewbrandsandproductsviaselectchannelsasofJanuary2024NewbranddiscoverychannelsinFrance2024Shareofrespondents10%

15%0%5%20%25%30%35%40%45%SearchenginesWord-of-mouthrecommendationsProductsamplesandtrialsOnlineretailwebsite41.1%28.6%26.6%26.4%TVads23.8%Brandwebsites21.8%21.4%ProductcomparisonsitesIn-storedisplaysorpromotionsBrochurseandcataloguesConsumerreviewsites20.9%18.9%18.6%TVshowsandfilmsCompanye-mailsorlettersSocialmediaads16.2%14.7%12.7%12.6%11.5%SocialmediacommentsandrecommendationsAdsonwebsites32Description:AsofJanuary2024,themostpopularsourcesthroughwhichinternetusersinFrancediscoverednewbrandsandproductswereadsonsearchengines,word-of-mouthrecommendationsfromfriendsandfamilyandproductsamples.Accordingto16.2percentofsurveyedrespondentsTVadsaidedthemtofindoutaboutnewbrands,while11.5percentsaidthesameaboutadvertisingonwebsites.

ReadmoreNote(s):France;2023;16to64years;amonginternetusersSource(s):DataReportal;GWI;Hootsuite;WeAreSocialNon-digitaladvertisingtouchpointsinFranceasofMarch2024Non-digitaladvertisingtouchpointsinFrance2024Shareofrespondents0%10%20%30%40%50%60%58%OnTVOntheradio31%30%30%DirectlyinthestoreOnbillboards,screens,andotheradvertisingspacesonthego(includinginpublictransportation)Atthemovies/cinemaBymailshot/advertisingmailInprintedmagazinesandjournalsInprinteddailynewspapers24%20%18%13%Other2%Don'tknow7%9%Ihaven'tcomeacrossanynon-digitaladvertisements33Description:"OnTV"and"Ontheradio"arethetoptwoanswersamongFrenchconsumersinoursurveyonthesubjectof"Non-digitaladvertisingtouchpoints".ReadmoreNote(s):France;April2023toMarch2024;12193respondents;18-64yearsSource(s):ConsumerInsightsDigitaladvertisingtouchpointsinFranceasofMarch2024DigitaladvertisingtouchpointsinFrance2024Shareofrespondents0%5%10%15%20%25%30%35%40%Videoportals(e.g.,YouTube)Searchengines37%31%Socialmediawebsitesandapps28%Video-streamingservices(e.g.,Netflix,AmazonPrime)WebsitesandappsofbrandsandproductsVideogames(smartphone/tablet/console/PC/SmartTV)Onlinestores25%21%20%19%Editorialwebsitesandapps(e.g.,newssitesandmagazines)Musicportalsandstreamingservices(e.g.,Spotify)Podcasts17%14%9%Blogs/forums8%Newsletters7%Ihaven'tcomeacrossanydigitaladvertisements11%34Description:"Videoportals(e.g.,YouTube)"and"Searchengines"arethetoptwoanswersamongFrenchconsumersinoursurveyonthesubjectof"Digitaladvertisingtouchpoints".ReadmoreNote(s):France;April2023toMarch2024;12193respondents;18-64yearsSource(s):ConsumerInsightsCHAPTER

06ItalyAdvertisingspendinginItalyfrom2019to2023(inbillioneuros)AdvertisingspendinginItaly2019-2023108.98.798765432108.68.37.420192020202120222023*36Description:AdvertisingspendinginItalywasprojectedtoamountto8.9billioneurosin2023,markinganincreasefromthepreviousyear'svalueof8.7billion.ReadmoreNote(s):Italy;2019to2022;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):AziendedellaComunicazioneUnite;engage.itYear-on-yeargrowthofadvertisingspendinginItalyin2023,bymediumYear-on-yearchangeinadspendinItaly2023,bymediumYear-on-yearchange-14%Cinema-9%-4%1%6%11%16%21%26%22.5%GoTVOOH17.7%11.5%Radio6%Digital3.5%TV2.1%1.9%TotalMagazinesDailynewspapersDirectmail0.8%-4%-11.6%37Description:Cinemawasthemediumwiththehighestyear-on-yeargrowthinItalyin2023,withanadspendingincreaseof22.5percentcomparedtothepreviousyear.GoTVfollowedwithanincreaseof17.7percent,whileout-of-home(OOH)advertisingcompletedthetopthreewithagrowthof11.5percent.ReadmoreNote(s):Italy;2023Source(s):BrandNewsMediaGroup;NielsenMostcommonsourcesofnewbrand,product,andservicediscoveryamonginternetusersinItalyasof3rdquarter2023MainchannelsofnewbranddiscoveryItalyQ32023Shareofrespondents0%5%10%15%20%25%30%35%40%45%SearchenginesTVads40.8%36.6%Word-of-mouth30.7%Retailwebsites28.7%SocialmediaadsProductcomparisonwebsitesBrandwebsites25.1%24.8%23.8%23.3%22.2%20.9%19.9%ProductsamplesortrialsConsumerreviewsitesAdsonwebsitesIn-storepromosTVshowsandfilmsEmailsorphysicalmailProductbrochuresRadioads16.8%16.4%14.7%14.3%38Description:Accordingtoaglobalsurveyconductedinthethirdquarterof2023,almost41percentofinternetusersinItalyreporteddiscoveringnewbrandsviasearchengines.Morethanone-third(or36.6percent)oftherespondentscameuponnewbrandsthroughadsonTV.Meanwhile,around31percentoftheusersdiscoverednewbrands,products,andservicesviaword-of-mouthrecommendations.

ReadmoreNote(s):Italy;Q32023;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialNon-digitaladvertisingtouchpointsinItalyasofMarch2024Non-digitaladvertisingtouchpointsinItaly2024Shareofrespondents0%10%20%30%40%50%60%70%65%OnTVOnbillboards,screens,andotheradvertisingspacesonthego(includinginpublictransportation)35%Bymailshot/advertisingmail30%30%OntheradioDirectlyinthestore26%InprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinema20%20%20%Ihaven'tcomeacrossanynon-digitaladvertisementsOther6%2%4%Don'tknow39Description:"OnTV"and"Onbillboards,screens,andotheradvertisingspacesonthego(includinginpublictransportation)"arethetoptwoanswersamongItalianconsumersinoursurveyonthesubjectof"Non-digitaladvertisingtouchpoints".ReadmoreNote(s):Italy;April2023toMarch2024;12207respondents