New trends in the advertising world in Italy

According to the latest Nielsen data, the advertising market, with respect to May, 2016, grew by 2.7%. Specifically, one of the few segments showing a double-digit increase (+10.5%) was social networks.

According to the latest estimates, in Italy, 25% of the total marketing expenditure is devoted to the digital sector: for every Euro spent today, roughly 34 cents are spent on Google researches, 31 cents on display campaigns, 7 cents on ads and 16 cents on videos, mainly on YouTube. These data are still far from US figures where, according to Morgan Stanley, during the first few months of 2016, for every dollar spent on the digital sector, 85% was pocketed by Google and Facebook. 



The main marketing organizations stated that improving customer relationships using social media helps sustainable growth and brand loyalty.

Knowing clients accurately, even by means of data provided by new media, and the possibility of using their opinions to organize interactions and new marketing strategies, are the basis of an unprecedented technological demand. The objective is therefore a superior customer satisfaction.

The real convenience of social media is therefore their capability of providing depth and coverage to advertisements, since the success of a campaign will be increasingly linked to the perception that our brand will be able to arouse.

According to data circulated by Confindustria Giovani during Milan’s Forum on digital economy, 84% of companies that went out of business in 2015 did not have a website. This lack was caused both by problems linked to the limited presence of broadband connections in Italy, as well as by limited adaptability.


Many companies born online are starting to place their bets on offline communication: the case of Trivago, that is only operational on the web, but started to invest relevant figures on television ads, is an example of this trend. Traditional media indeed still have a vast audience and a precise reason for their existence: even companies strongly oriented towards online communication seem to understand this.

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