Market Insights Advertising & Media Advertising

In-App Advertising - Italy

Italy

In Italy, ad spending in the In-App Advertising market is forecasted to reach €2,481.00m by 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of 8.50%, leading to a projected market volume of €3,731.00m by 2029.
The projected average ad spending per mobile internet user in the In-App Advertising market is €66.38 in 2024.
When compared globally, China is expected to have the highest ad spending in 2024, reaching €121.90bn.
Italy's In-App Advertising market is seeing a surge in demand, driven by the country's tech-savvy population and growing mobile app usage.

Key regions: China, Europe, United States, Asia, Germany

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Analyst Opinion

The In-App Advertising market in Italy has been experiencing significant growth in recent years.

Customer preferences: Italian consumers have shown a strong preference for mobile devices, with a high smartphone penetration rate in the country. This has led to an increased usage of mobile apps, creating a fertile ground for in-app advertising. Additionally, Italian consumers are becoming more receptive to targeted advertising, as they see the value in receiving personalized and relevant content.

Trends in the market: One of the key trends in the In-App Advertising market in Italy is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the increasing adoption of real-time bidding platforms, which enable advertisers to reach their target audience at the right time and in the right context. Another trend in the market is the growing popularity of video advertising. Video ads provide a more engaging and immersive experience for users, and advertisers are leveraging this format to capture the attention of the Italian audience. The increasing availability of high-speed mobile internet and the growing number of video streaming platforms have contributed to the rise of video advertising in Italy.

Local special circumstances: Italy has a vibrant and diverse app ecosystem, with a wide range of apps catering to various interests and needs. This presents ample opportunities for advertisers to reach their target audience through in-app advertising. Furthermore, Italian consumers are known for their strong brand loyalty, and in-app advertising allows brands to establish a deeper connection with their customers.

Underlying macroeconomic factors: Italy has a strong and stable economy, which has contributed to the growth of the In-App Advertising market. The country has a large population and a high GDP per capita, making it an attractive market for advertisers. Additionally, the increasing digitalization of the Italian economy has created new opportunities for in-app advertising, as more businesses are shifting their marketing budgets towards digital channels. In conclusion, the In-App Advertising market in Italy is experiencing significant growth due to customer preferences for mobile devices and targeted advertising. The rise of programmatic advertising and video advertising are key trends in the market, driven by the increasing adoption of real-time bidding platforms and the availability of high-speed mobile internet. Italy's vibrant app ecosystem and strong economy further contribute to the growth of the market.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.