As per the Internet Media Observatory of the School of Management of the Politecnico di Milano, the advertising value on Italian TV is projected to reach 4.3 billion euros in 2024, a 6% increase from 2023. This figure represents 39% of Italian advertising. The most significant growth is anticipated to be in the Connected TV (CTV) sector, which is expected to reach 568 million euros in Italy, a 21% increase in a single year. Performance that is indicative of the entire European market; in fact, the AdEx Benchmark 2023, published by IAB Europe, indicates that CTV has a growth rate of +23.5%, surpassing other non-social video formats. And advertising on CTV appears to be more welcome and capable of capturing the attention of Italian viewers, where, according to recent research conducted by The Trade Desk, a world-leading technology advertising platform - in light of PrimeVideo, Netflix, and Disney+'s openness to commercials, 76% of viewers are willing to accept a streaming service with advertising content in exchange for a cheaper or more affordable service. Even free. However, the research reveals that streaming TV captures the maximum attention of three out of every four Italian viewers (73%), including commercials, without causing them to zap or distract themselves with other activities. An even more interesting figure when compared to traditional TV, which, according to the report, would capture the attention of one in every three Italians (35%).
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