Italy's digital advertising market continues to evolve rapidly, with video ads dominating nearly half of the digital ad spend in 2026. The total investment has reached approximately €2.3 billion, reflecting increased consumption of video content on mobile devices and social media platforms. Advertisers are focusing on engaging local audiences with personalized video campaigns to boost brand awareness and conversions.
The average cost per view has stabilized at around €0.02, indicating mature ad pricing strategies while engagement rates hover near 4.8%. Mobile video advertising leads the growth, accounting for over 65% of the total spend. This trend underscores the importance of mobile-first strategies for brands targeting Italian consumers in a highly connected digital landscape.