Digital Advertising in Italy

Abstract

Summary

Digital Advertising in Italy industry profile provides top- line qualitative and quantitative summary information including: market size (value 2015- 19, and forecast to 2024). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market.

Key Highlights

- The digital advertising market (other known as online marketing, Internet advertising or web advertising) consists of revenues gained by any advertising activities performed by the mean of Internet.
- The Italian Digital advertising market had total revenues of $3,580.5m in 2019, representing a compound annual growth rate (CAGR) of 11.2% between 2015 and 2019.
- The Mobile segment was the market's most lucrative in 2019, with total revenues of $1,791.4m, equivalent to 50% of the market's overall value.
- In comparison to other European players, Italy has a smaller rate of internet penetration at 67%, internet speeds are slow, and much of the country is still without broadband. Also, many brands have been slow to translate their creative visions online.

Scope

- Save time carrying out entry-level research by identifying the size, growth, major segments, and leading players in the digital advertising market in Italy
- Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the digital advertising market in Italy
- Leading company profiles reveal details of key digital advertising market players’ global operations and financial performance
- Add weight to presentations and pitches by understanding the future growth prospects of the Italy digital advertising market with five year forecasts

Reasons to Buy

- What was the size of the Italy digital advertising market by value in 2019?
- What will be the size of the Italy digital advertising market in 2024?
- What factors are affecting the strength of competition in the Italy digital advertising market?
- How has the market performed over the last five years?
- What are the main segments that make up Italy's digital advertising market?

Content

Table of Contents
1 Executive Summary
1.1. Market value
1.2. Market value forecast
1.3. Category segmentation
1.4. Geography segmentation
1.5. Market rivalry
1.6. Competitive Landscape
2 Market Overview
2.1. Market definition
2.2. Market analysis
3 Market Data
3.1. Market value
4 Market Segmentation
4.1. Category segmentation
4.2. Geography segmentation
5 Market Outlook
5.1. Market value forecast
6 Five Forces Analysis
6.1. Summary
6.2. Buyer power
6.3. Supplier power
6.4. New entrants
6.5. Threat of substitutes
6.6. Degree of rivalry
7 Competitive Landscape
7.1. Who are the leading players?
7.2. What strategies do the leading players follow?
8 Company Profiles
8.1. Alphabet Inc
8.2. Facebook Inc.
8.3. Amazon.com, Inc.
9 Macroeconomic Indicators
9.1. Country data
10 Appendix
10.1. Methodology
10.2. Industry associations
10.3. Related MarketLine research
10.4. About MarketLine

List of Tables
Table 1: Italy digital advertising market value: $ million, 2015-19
Table 2: Italy digital advertising market category segmentation: $ million, 2019
Table 3: Italy digital advertising market geography segmentation: $ million, 2019
Table 4: Italy digital advertising market value forecast: $ million, 2019-24
Table 5: Alphabet Inc: key facts
Table 6: Alphabet Inc: Annual Financial Ratios
Table 7: Alphabet Inc: Key Employees
Table 8: Facebook Inc.: key facts
Table 9: Facebook Inc.: Annual Financial Ratios
Table 10: Facebook Inc.: Key Employees
Table 11: Facebook Inc.: Key Employees Continued
Table 12: Amazon.com, Inc.: key facts
Table 13: Amazon.com, Inc.: Annual Financial Ratios
Table 14: Amazon.com, Inc.: Key Employees
Table 15: Italy size of population (million), 2015-19
Table 16: Italy gdp (constant 2005 prices, $ billion), 2015-19
Table 17: Italy gdp (current prices, $ billion), 2015-19
Table 18: Italy inflation, 2015-19
Table 19: Italy consumer price index (absolute), 2015-19
Table 20: Italy exchange rate, 2015-19

List of Figures
Figure 1: Italy digital advertising market value: $ million, 2015-19
Figure 2: Italy digital advertising market category segmentation: % share, by value, 2019
Figure 3: Italy digital advertising market geography segmentation: % share, by value, 2019
Figure 4: Italy digital advertising market value forecast: $ million, 2019-24
Figure 5: Forces driving competition in the digital advertising market in Italy, 2019
Figure 6: Drivers of buyer power in the digital advertising market in Italy, 2019
Figure 7: Drivers of supplier power in the digital advertising market in Italy, 2019
Figure 8: Factors influencing the likelihood of new entrants in the digital advertising market in Italy, 2019
Figure 9: Factors influencing the threat of substitutes in the digital advertising market in Italy, 2019
Figure 10: Drivers of degree of rivalry in the digital advertising market in Italy, 2019