Post by account_disabled on Mar 10, 2024 19:33:36 GMT -8
IAB (Interactive Advertising Bureau) recently published a report on the state of digital advertising in Europe in 2019. What emerges is a market growing by 12.3% compared to the previous year, although slowing down. Overall spending on digital advertising was 64.8 billion, a sum that represents 50.4% of all advertising spending. 86% of digital spending is concentrated in 10 countries: UK, Germany, France, Russia, Italy, Spain, Sweden, Holland, Switzerland, Norway. In Italy the overall advertising market in 2019 was worth 8.2 billion, stable, but characterized by a progressive shift in the balance of power between the media: as the internet component grew (40%), the press (11%) and TV declined (44%), while radio remained stable (5%).
Specifically, spending on digital advertising has reached a India Mobile Number Data value of 3.2 billion euros (+10%), 76% of which is concentrated in the hands of large players such as Google and Facebook. The trend of advertising formats Today, in Europe, the prevalent format of online advertising is Display advertising (45.9%) which continues to erode the share of Search advertising (43.3%) and Classifieds & Directories (10.8%). In this context, 3 growth trends are evident and concern Mobile, Video and Social: the now consolidated shift is towards formats suitable for mobile devices. In Display the mobile share is 54.6%, in Search it is 50.3%.
In Italy the share spent on Display Ad is 2.077 billion, that of Search Ad is 903 million and Classifieds & Directories amounts to 254 million; Today 1/3 of Display advertising is made up of videos, up more than 30% compared to the previous year. Italy is above the European average with 50.8% of the advertising share allocated to video. In particular, the share of "in-stream" advertising has been growing over the years (now at 51.1%) compared to out-stream advertising; Social advertising, i.e. enabled by social media platforms, now represents 47.5% of the display and 21.8% of the digital advertising market. In four markets, spending on social ads exceeded one billion: UK, Germany, France and Italy. In our country, advertising spending on social media was 1.144 billion in 2019. This year the pandemic will also impact the advertising market. The first IAB estimates speak of a drop of 5.5 points for digital advertising and 20 points for other media.
Specifically, spending on digital advertising has reached a India Mobile Number Data value of 3.2 billion euros (+10%), 76% of which is concentrated in the hands of large players such as Google and Facebook. The trend of advertising formats Today, in Europe, the prevalent format of online advertising is Display advertising (45.9%) which continues to erode the share of Search advertising (43.3%) and Classifieds & Directories (10.8%). In this context, 3 growth trends are evident and concern Mobile, Video and Social: the now consolidated shift is towards formats suitable for mobile devices. In Display the mobile share is 54.6%, in Search it is 50.3%.
In Italy the share spent on Display Ad is 2.077 billion, that of Search Ad is 903 million and Classifieds & Directories amounts to 254 million; Today 1/3 of Display advertising is made up of videos, up more than 30% compared to the previous year. Italy is above the European average with 50.8% of the advertising share allocated to video. In particular, the share of "in-stream" advertising has been growing over the years (now at 51.1%) compared to out-stream advertising; Social advertising, i.e. enabled by social media platforms, now represents 47.5% of the display and 21.8% of the digital advertising market. In four markets, spending on social ads exceeded one billion: UK, Germany, France and Italy. In our country, advertising spending on social media was 1.144 billion in 2019. This year the pandemic will also impact the advertising market. The first IAB estimates speak of a drop of 5.5 points for digital advertising and 20 points for other media.