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Mobile Ad Spending in Italy May Pass $1 Billion in 2015

Mobile ad spending races to catch up with subscription penetration

February 22, 2012 | Media Buying

According to a November 2011 release from UK research and go-to-market agency FirstPartner, mobile ad spending in Italy will more than double in 2012 to €261.7 million ($363.5 million), up from €125.5 million ($174.3 million) in 2011. Total mobile ad spending is expected to hit €904.3 million ($1.26 billion) in 2015.

Mobile Ad Spending in Italy, by Format, 2011-2015 (millions of €)

Search will continue to account for the bulk of mobile ad spending, but mobile internet display ads, including banners and video, will experience considerable growth throughout the forecast period.

eMarketer’s forecast, which excludes MMS and SMS ads, is far less bullish on mobile ad spending, pegging it at just over $108 million in 2012, but predicts a comparable compound annual growth rate of 53.1% from 2010 to 2015.

For more information, watch for a forthcoming eMarketer report on mobile ad spending in Western Europe.

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Check out today’s other articles, “Gen Y Speeds Up Luxury Goods Spending” and “Brand Marketers Cling to Direct-Response Habits Online.”



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