Digital Out-of-Home Statistics in Italy (2026)

Italy's digital out-of-home advertising sector continues its rapid growth, with revenues reaching €2.3 billion in 2026. The expansion of digital billboards, now numbering around 45,000, reflects the country's shift towards more dynamic and interactive advertising formats. High daily impressions indicate strong consumer engagement, especially in major urban centers like Rome, Milan, and Naples, where digital signage is increasingly integrated into daily life.

The industry's adoption is bolstered by a 78% penetration rate of digital screens in urban advertising spaces, demonstrating a significant digital transformation. Moreover, mobile integration is pivotal, with 68% of viewers interacting or engaging through their smartphones. This synergy between digital OOH and mobile devices offers advertisers innovative opportunities to target and measure audience responses effectively.