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Digital ad spending in Italy was expected to add up to **** billion euros in 2024, marking a *** percent increase from the previous year's value of **** billion euros. Spending was expected to increase over the next four years, before reaching a projected 9.47  billion in 2028. 

Digital formats

Among the available formats, video ads appeared the most profitable, with a spend of **** billion euros being projected for 2024 alone. Moreover, a glance at the mobile sector shows how the mobile advertising market is also expected to grow over the next four years, before reaching an expected *** billion spend in 2028. 

Mobile video ads

Unsurprisingly, the most profitable advertising format was also the one grabbing the most attention. A survey conducted in 2019 among Italian mobile surfers revealed that video ads played before or during another video attracted users’ attention, against ** percent of audio adverts.

Mobile advertising

Just in 2015, with *** million euros market value, display advertising was the most relevant sector of the mobile advertising market, dwarfing video advertising, whose value was less than ** million euros. Over the following years, the video ad market caught up, outdoing all other formats. As a matter of fact, in 2019, the video ad market reached a value of *** million euros.