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Mobile Advertising Spend in Italy

Mobile Advertising Spend in Italy

Online mobile advertising spend in Italy stood at US$584 million by end of 2015, accounting for 26.0% of total online advertising. During 2011-2015, online mobile advertising in the country has increased at a CAGR of 68.7%. This growth is expected to continue in 2016 with brands expected to spend US$783 million, representing an increase of 54.3% over 2015. Over the forecast period (2016-2020), Socintel360 expects online mobile advertising spend to grow at a CAGR of 19.7% to reach US$1,608 million in 2020, accounting for 52.3% of the total online advertising spend.This report answers the following key questions:

How is online advertising expected to grow over the next five years?

How is online mobile marketing budget being allocated and utilized?

Which advertising formats are gaining popularity on online mobile to target consumers?

How is online mobile advertising expected to grow over the next five years?

This report provides detailed online mobile advertising spend database, covering in-depth trend analysis across segments and themes for a period of 10 years (2011-2020). This report provides trend analysis through charts and tables. The online mobile advertising spend database breaks down into following five key areas -

Market Share of Online: This report provides online advertising spend growth dynamics, contextualizing it with broader online advertising spend.

Budget Allocation: This report provides budget allocation by key segments including advertising, staffing, consulting, and technology.

Channel Split: This report provides breakdown of online advertising spend by desktop and mobile channels.

Format Split: This report provides break down by the following formats:

Search Ad Spend

Display Ad Spend

Video Ad Spend

Macroeconomic, Business and Consumer Drivers: Data centric trend analysis of business environment, infrastructure, technology and consumer trends driving the growth of online advertising spend

This report provides detailed online mobile advertising spend data and trend analysis for a period of 10 years (2011-2020) through charts and tables. It does not contain any analyst commentary as such. Below is an overview covering scope of this report:

Country Focus: Italy

Market Focus: Online Mobile Marketing

Industry Focus: All Industry Verticals

Data & Analysis: This report provides an extensive data and trend analysis of the online mobile advertising spend in the Italy. This report provides:

Data covering future of online advertising spend and its share in total advertising.

Data covering future of online mobile advertising spend and its share in online advertising.

Online mobile advertising spends for a period of 10 years, from 2011 to 2020.

Online mobile marketing budget allocation for 2016 and how it is expected to change over the next five years.

Detailed data centric trend analysis of business environment, infrastructure, technology and consumer trends driving the growth of online advertising spend.


1 About this Report
1.1 About Socintel360
1.2 Summary
1.3 Scope
1.4 Methodology
1.5 Definitions
1.6 Disclaimer
2 Online Advertising Spend Market Share Analysis
2.1 Italy Online Advertising Spend
2.2 Market Share Analysis
3 Analysis of Macroeconomic, Business, and Consumer Drivers
3.1 Macroeconomic Fundamentals and Industry Growth Dynamics
3.2 Consumer Insights
3.3 Internet & Technology Adoption
3.4 Devices & Platforms
3.5 Mobile Commerce
3.6 Advertising Spend Dynamics
4 Italy Online Advertising Spend by Channels
4.1 Online Channel Dynamics – Overall
4.2 Online Channel Dynamics – Mobile
4.2.1 Italy Online Mobile Search Ad Spend
4.2.2 Italy Online Mobile Display Ad Spend
4.2.3 Italy Online Mobile Messaging Ad Spend
4.2.4 Italy Online Mobile Video Ad Spend
Table 1: Italy Online Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Table 2: Italy Online Channel Share - Online Advertising Spend as Percentage of Total Advertising Spend, 2011–2020
Table 3: Italy Gross Domestic Production (at Current Price) Analysis (US$ Billion), 2010-2019
Table 4: Italy Population Analysis (Million), 2010-2019
Table 5: Italy Inflation Trends (%), 2010-2019
Table 6: Italy Consumer Spending / Expenditure & Growth Analysis (US$ Billion), 2010-2019
Table 7: Italy Number of Online & Mobile Buyers (Million), 2010-2019
Table 8: Italy Number of Online & Mobile Coupon Users and Shoppers Analysis (Million), 2010-2019
Table 9: Italy Number of Video Viewers - Online vs. Mobile (Million), 2010-2019
Table 10: Italy Number of Gamers - Online, Mobile, Social and Tablet (Million), 2010-2019
Table 11: Italy Mobile Internet User Analysis (Million), 2010-2019
Table 12: Italy Number of Internet and Social Media Users (Million), 2010-2019
Table 13: Italy Number of Fixed Broadband Households & Subscriptions (Million), 2010-2019
Table 14: Italy Number of Mobile and Smartphone Users(Million), 2010-2019
Table 15: Italy Number of Ereader and IPad Users Analysis (Million), 2010-2019
Table 16: Italy E-commerce & M-commerce Sales & Growth Analysis (US$ Billion), 2010-2019
Table 17: Italy Tablet & Smartphone M-commerce Sales (US$ Billion), 2010-2019
Table 18: Italy Mobile Gaming & Music Consumer Spending & Growth Analysis (US$ Million), 2010-2019
Table 19: Italy Online Spending per Internet User (US$), 2010-2019
Table 20: Italy Online Mobile Spending per Online User (US$), 2010-2019
Table 21: Italy Online Advertising Spend - Split by Mobile and Desktop (US$ Million), 2015 vs. 2020
Table 22: Italy Online Mobile Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Table 23: Italy Online Mobile Advertising Spend by Mobile Formats (%), 2015 vs. 2020
Table 24: Italy Online Mobile Search Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Table 25: Italy Online Mobile Display (Excluding Video) Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Table 26: Italy Online Mobile Messaging Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Table 27: Italy Online Mobile Video Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Figure 1: Methodology Framework
Figure 2: Italy Online Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Figure 3: Italy Online Channel Share - Online Advertising Spend as Percentage of Total Advertising Spend, 2011–2020
Figure 4: Italy Gross Domestic Production (at Current Price) Analysis (US$ Billion), 2010-2019
Figure 5: Italy Population Analysis (%), 2014
Figure 6: Italy Inflation Trends (%), 2010-2019
Figure 7: Italy Consumer Spending / Expenditure & Growth Analysis (US$ Billion), 2010-2019
Figure 8: Italy Number of Online & Mobile Buyers (Million), 2010-2019
Figure 9: Italy Number of Online & Mobile Coupon Users and Shoppers Analysis (Million), 2010-2019
Figure 10: Italy Number of Video Viewers - Online vs. Mobile (Million), 2010-2019
Figure 11: Italy Number of Gamers - Online, Mobile, Social and Tablet (Million), 2010-2019
Figure 12: Italy Mobile Internet User Analysis (Million), 2010-2019
Figure 13: Italy Number of Internet and Social Media Users (Million), 2010-2019
Figure 14: Italy Number of Fixed Broadband Households & Subscriptions (Million), 2010-2019
Figure 15: Italy Number of Mobile and Smartphone Users(Million), 2010-2019
Figure 16: Italy Number of Ereader and IPad Users Analysis (Million), 2010-2019
Figure 17: Italy E-commerce & M-commerce Sales & Growth Analysis (US$ Billion), 2010-2019
Figure 18: Italy Tablet & Smartphone M-commerce Sales (US$ Billion), 2010-2019
Figure 19: Italy Mobile Gaming & Music Consumer Spending & Growth Analysis (US$ Million), 2010-2019
Figure 20: Italy Online Spending per Internet User (US$), 2010-2019
Figure 21: Italy Online Mobile Spending per Online User (US$), 2010-2019
Figure 22: Italy Online Advertising Spend - Split by Mobile and Desktop (US$ Million), 2015 vs. 2020
Figure 23: Italy Online Mobile Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Figure 24: Italy Online Mobile Advertising Spend by Mobile Formats (%), 2015 vs. 2020
Figure 25: Italy Online Mobile Search Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Figure 26: Italy Online Mobile Display (Excluding Video) Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Figure 27: Italy Online Mobile Messaging Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Figure 28: Italy Online Mobile Video Advertising Spend & Growth Analysis (US$ Million), 2011-2020
Figure 29: Italy Online Mobile Advertising Spend Snapshot - Growth Dynamics by Industry (%), 2015

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