Advertising is now digital

Investments in digital advertising continue to grow, exceeding the expected spending on advertising. on TV. This is confirmed by the annual research by IAB (Interactive Advertising Bureau) conducted together with the Polytechnic of Milan.

In Europe, digital advertising is worth 36.2 billion, while television advertising does not exceed 33.3 billion euros. Advertising in digital it is divided into three segments: display, which recorded an increase of 17.4% on the previous year, search with +12.6% and classifieds and directories concerning small ads and subcategories.

&` mobile is the sector which records the greatest increase and sees Ireland and Great Britain competing for first place with 50% of investments in campaigns dedicated to mobile devices. This propensity is also dictated by the positive sign recorded in the use of smartphone apps, an increasingly growing market interesting, thanks to the increase in interactive formats and the possibilities offered by native apps.

Another sector that is now essential to the mobile market is online videos. In the United States, spending on mobile video has reached 80%. Here we have explored the use of digital advertising in video format.

Marketers are investing more and more in in digital advertising. Spending on advertising digital, by the end of 2016, will reach 31% of investments in Europe, while in the United States, by 2019 to double. The furniture is the sector that recorded the greatest peak, demonstrating, once again, how investing in apps for smartphones and tablets is the key to success.