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Advertising in Italy

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    Report

  • 51 Pages
  • April 2024
  • Region: Italy
  • MarketLine
  • ID: 5979153
Description Jump to:
Advertising in Italy industry profile provides top-line qualitative and quantitative summary information including: market size (value 2018-23, and forecast to 2028). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market.

Key Highlights

  • The advertising industry consists of revenues gained by any advertising activities or agencies providing advertising services, including display advertising services.
  • The Italian advertising industry had total revenues of$5.76 billion in 2023, representing a negative compound annual growth rate (CAGR) of 2.2% between 2018 and 2023.
  • The food, beverage & personal/healthcare segment accounted for the industry's largest proportion in 2023, with total revenues of$1.09 billion, equivalent to 19.1% of the industry's overall value.
  • The growth in the Italian advertising industry is influenced by several macroeconomic factors, such as rising GDP, growing consumer confidence, and an increase in advertising spending. For instance, according to the National Institute of Statistics (ISTAT), consumer confidence in Italy increased to 105.5 in April 2023, the highest level since February 2022, from 105.1 the previous month, which was in line with market predictions.

Scope

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

Reasons to Buy

  • What was the size of the Italy advertising market by value in 2023?
  • What will be the size of the Italy advertising market in 2028?
  • What factors are affecting the strength of competition in the Italy advertising market?
  • How has the market performed over the last five years?
  • What are the main segments that make up Italy's advertising market?

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 in the market?
7.2. What are the strengths of leading players?
7.3. What trends are impacting the market?
7.4. Have there been any recent developments in the market?
8 Company Profiles
8.1. Omnicom Group, Inc.
8.2. Publicis Groupe SA
8.3. WPP plc
8.4. Havas SA
9 Macroeconomic Indicators
9.1. Country data
10 Appendix
10.1. Methodology
10.2. Industry associations
10.3. Related research
10.4. About the Publisher
List of Tables
Table 1: Italy advertising industry value: $ million, 2018-23
Table 2: Italy advertising industry category segmentation: % share, by value, 2018-2023
Table 3: Italy advertising industry category segmentation: $ million, 2018-2023
Table 4: Italy advertising industry geography segmentation: $ million, 2023
Table 5: Italy advertising industry value forecast: $ million, 2023-28
Table 6: Omnicom Group, Inc.: key facts
Table 7: Omnicom Group, Inc.: Annual Financial Ratios
Table 8: Omnicom Group, Inc.: Key Employees
Table 9: Omnicom Group, Inc.: Key Employees Continued
Table 10: Publicis Groupe SA: key facts
Table 11: Publicis Groupe SA: Annual Financial Ratios
Table 12: Publicis Groupe SA: Key Employees
Table 13: Publicis Groupe SA: Key Employees Continued
Table 14: Publicis Groupe SA: Key Employees Continued
Table 15: Publicis Groupe SA: Key Employees Continued
Table 16: WPP plc: key facts
Table 17: WPP plc: Annual Financial Ratios
Table 18: WPP plc: Key Employees
Table 19: WPP plc: Key Employees Continued
Table 20: Havas SA: key facts
Table 21: Havas SA: Key Employees
Table 22: Italy size of population (million), 2019-23
Table 23: Italy gdp (constant 2005 prices, $ billion), 2019-23
Table 24: Italy gdp (current prices, $ billion), 2019-23
Table 25: Italy inflation, 2019-23
Table 26: Italy consumer price index (absolute), 2019-23
Table 27: Italy exchange rate, 2019-23
List of Figures
Figure 1: Italy advertising industry value: $ million, 2018-23
Figure 2: Italy advertising industry category segmentation: $ million, 2018-2023
Figure 3: Italy advertising industry geography segmentation: % share, by value, 2023
Figure 4: Italy advertising industry value forecast: $ million, 2023-28
Figure 5: Forces driving competition in the advertising industry in Italy, 2023
Figure 6: Drivers of buyer power in the advertising industry in Italy, 2023
Figure 7: Drivers of supplier power in the advertising industry in Italy, 2023
Figure 8: Factors influencing the likelihood of new entrants in the advertising industry in Italy, 2023
Figure 9: Factors influencing the threat of substitutes in the advertising industry in Italy, 2023
Figure 10: Drivers of degree of rivalry in the advertising industry in Italy, 2023

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • Omnicom Group, Inc.
  • Publicis Groupe SA
  • WPP plc
  • Havas SA

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About the Advertising and Marketing Market

The Advertising and Marketing market is a sector of the economy that focuses on the promotion of goods and services. It includes activities such as creating and placing advertisements, developing promotional campaigns, and conducting market research. Companies in this market use a variety of methods to reach potential customers, including television, radio, print, and digital media. Advertising and Marketing companies employ a range of professionals, including copywriters, graphic designers, and media buyers. They also use data analysis to better understand consumer behavior and target their campaigns. Companies in this market often collaborate with other businesses to create effective campaigns. Some of the major players in the Advertising and Marketing market include WPP, Omnicom Group, Publicis Groupe, Interpublic Group, and Dentsu. These companies provide services to a wide range of clients, from small businesses to large corporations. Show Less Read more

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