2019 was a year to celebrate for Google and its advertising revenue, while all other departments had little to toast about. Let’s look at some figures together… (all data refers to the Italian market only)
Total advertising was 8.8 billion euros (a nice -0.9% compared to 2018) and general industrial production fell by -1.3%.
Print media posted a -11.6% decline (-10% for newspapers, -13.9% for magazines)
Television -5.3%
Traditional mail -3%
Outdoor advertising -8.4%
And then there are the infamous Over The Top players, those you’d have to shoot to stop…
Total Internet advertising alone collected a solid +8.3% in advertising revenue (3.3 billion)
What’s really interesting is that “traditional” web, already written off, posted a +3.5%
The giants (Google and Facebook leading the way) have crushed everyone with a +9.2%. Worth noting that these behemoths alone collect 85% of the 3.3 billion, really not bad!
But if we had to rank the most important sectors? Here it is…
TV 41% (versus 43% in 2018)
Digital 38.2% (versus 35% in 2018)
Print 10%
Radio 5%
Conclusion: Digital is advancing, especially thanks to now mainstream platforms like Google Ads and Facebook Business Manager.
Sources: nielsen.com and sole24ore.com
