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Italy is a major advertising market, and is the fourth biggest country by adspend in Europe. Investment in digital channels in Italy is relatively low compared with other major European markets, and remains significantly below TV advertising.

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Important papers from across the Warc database

This article argues that, as ad media channels fragment, retail point-of-sale is arguably the universal meeting point in which the crucial act of relating with the brand, switching from interest into involvement and, ultimately, buying takes place. It uses a case study example from Carrefour in Italy.
Predicted advertising expenditure across 12 key markets, including Italy, for the next two years.
The gold standard in marketing communications effectiveness across multiple European markets.

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