5% share of Out of Home in the advertising market was exceeded. Investing on Digital now accounts for 35% of the total.
Data for the year 2023 of advertising investment in Italy show growth in out of home (+ 11.5%), far outpacing the one of the total market (+1.9%). This growth has remained at these level throughout the twelve months of the year and has led the medium to exceed the 5% share (5.1%)
Great satisfaction on the part of industry operators who have built, over the years, a qualitative and innovative system that has been increasingly appreciated by companies and media centers. This point was stressed by Upa president Lorenzo Sassoli de Bianchi during the recent conference that Audioutdoor organized to illustrate the new tools it makes available to the market. Great results have also been achieved in creativity, which is reaching excellent levels as Davide Arduini, president of Una, explained.
Moreover, standing out in these data is the value and growth of investment in digital equipment (+16.8%), which now accounts for 34.2% of the investment in the medium.
Evidence from Nielsen data can be found in the attached table.
Milan, February 15th 2024
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