{"id":3924,"date":"2019-08-19T00:00:00","date_gmt":"2019-08-18T22:00:00","guid":{"rendered":"https:\/\/www.cosmobile.com\/mobile-advertising-in-italia\/"},"modified":"2023-06-21T17:07:02","modified_gmt":"2023-06-21T15:07:02","slug":"mobile-advertising-in-italia","status":"publish","type":"post","link":"https:\/\/www.cosmobile.com\/en\/mobile-advertising-in-italia\/","title":{"rendered":"Mobile Advertising in Italy"},"content":{"rendered":"

Mobile Advertising in Italy<\/h2>\n

Mobile First.<\/a> <\/strong>That\u2019s the present and future diktat.<\/p>\n

Mobile and Advertisement market: +28%<\/h2>\n

In the digital advertisement marke<\/strong>t, the mobile<\/strong> aspect is getting even more critical. According to a research paper by the department of managerial engineering<\/em> by Politecnico di Milano,<\/em> in 2018, Italian mobile advertising market<\/strong> had grown by 28% compared to 2017,<\/strong> for a total value of around 1.4 billion euros. In just two years, this value has doubled.<\/p>\n

Advertising through smartphone<\/h2>\n

Mobile Advertising in Italy<\/h2>\n

Digital ad campaigns are more and more displayed on Smartphones:<\/strong><\/p>\n

75% of total online time is now on mobile
\nIt\u2019s not even thinkable to exclude mobile from an industry\u2019s planning
\nTrafic on mobile devices is growing exponentially, and thus are investments on these channels.<\/p>\n

Mobile Advertising in Italy<\/h2>\n

A new customer Journey<\/h2>\n

Considering that more and more users are accessing the internet through mobile devices<\/strong> (Smartphones and Tablets, iOs, and Android), the new goal is not just to design Mobile Friendly websites; it\u2019s fundamental to develop a new customer journey<\/strong> to attract and engage a super-connected and mobile audience.<\/p>\n

Mobile is five times more important than in 2013.<\/h2>\n

Since 2013, the mobile has quintupled its importance<\/strong> on both internet advertising and devices.<\/p>\n

Apps development<\/h2>\n

Mobile Advertising in Italy. Investments in mobile grew a lot in 2018,<\/strong> particularly the ones oriented to Apps:<\/strong> a mobile device allows us to have a product (or a service) always and anywhere available. A company can send notifications or specific communications based on current user\u2019s position, offering purchasing options for nearby products and services; it\u2019s even possible to plan an advertising campaign targeting a particular audience, measuring results.<\/p>\n

Video +40%<\/h2>\n

Videos on mobile<\/strong> got the highest increase in the last years: + 40%.
\nBoth instream and outstream video<\/strong> formats for advertising are growing fast: in particular, the second one is a specific kind of footage that starts when a user lands on a text page, an article, or a post. Videos can get a better user engagement from users, especially so if they are developed according to mobile browsing standards (like vertical videos).<\/p>\n

Advertising in search engines<\/h2>\n

Even the so-called search<\/strong>, which is ads inside search engine results, grows along with the market (+25%), reaching a gross value of 307 million euros. Almost half of the total searches are made through mobile, make it impossible to exclude this channel from a proper advertising campaign.<\/p>\n

Online Directory<\/h2>\n

advertising on online shopping websites has skyrocketed: + 52% in 2017.<\/p>\n

SMS advertising<\/h2>\n

SMS advertising is around 1% of the total, still growing compared with 2017, thanks to specialized serviced providers offers.<\/p>\n

What about Amazon?<\/h2>\n

Watch out for Amazon\u2019s role in the Italian digital market: it\u2019s expected that advertising revenue from Amazon will grow around 50% each year to 2020,<\/strong> being the third platform on the market, after Facebook and Google.\u00a0<\/strong><\/p>\n

Ho to measure mobile advertising<\/h2>\n

Mobile allows us to introduce KPIs (<\/strong>Key Performace Indicators) to measure advertising impact, online, and in physical stores too.
\nFurthermore, it is possible to measure mobile advertising<\/strong> thanks to statistics such as CTR (Click Through Rate)<\/strong> for a banner, or \u201ccompleted views\u201d<\/strong> for a video. Smartphones have an essential role in the first moments of a user shopping experience, but they are still less used for finalizing a purchase.<\/p>\n

Challenges for the future of Mobile Advertising<\/h2>\n

Among the most critical challenges for the future of Italian mobile advertising,<\/strong> we enlight the following:<\/p>\n

Increase the ability to measure performances on mobile<\/strong>, i.e., with the introduction of new KPIs
\nImprove the user-localization technologies<\/strong> to enhance campaign efficiency and precision
\nIncrease investments<\/strong> in mobile creativity and the development of new standards to exploit new technological trends (<\/strong>like virtual assistants), to maximize campaign efficacy.<\/p>\n

CONTACT US<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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