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Number of pages : ~ 40 pages
Format : Digital and PDF versions
Last update : 07/03/2024

Summary and extracts

1 Market Overview

1.1 Definition and presentation

Advertising agencies offer a wide range of services to promote their clients' products or services. These include market research to identify targets and trends, development of targeted marketing strategies, creation of creative content for advertising, both in digital and traditional forms, and media planning for buying advertising space. They also handle social media management, email marketing, and search engine optimization (SEO). They also offer data analysis to evaluate the effectiveness of advertising campaigns. These services are integrated to create cohesive campaigns that effectively communicate the brand message to the target audience.

In 2022 advertising spending globally reached a value of 651 billion dollars. For the period 2022-2026 global spending is expected to grow. Specifically, over the period analyzed, spending is expected to grow at a compound annual growth rate (CAGR) of 3.9 percent under which total spending in 2026 could amount to 818.4 billion dollars.

This study focuses on the specific market of advertising agencies in Italy, analyzing consumer trends, competitive dynamics, and growth prospects for the industry. For information on related markets, such as digital marketing, see the specific studies available in the Businesscoot catalog.

2 Demand analysis

3 Market structure

4 Supply analysis

5 Regulations

6 Positioning of actors

List of charts presented in this market study

Overall advertising expenditure
Sales of the world's largest advertising groups
Expected share of global growth
Advertising expenditure per capita
Turnover of advertising agency companies
Change in demand for advertising agencies
Total turnover of the advertising industry
Breakdown of activities practiced by advertising agencies
Digital marketing techniques judged most effective by marketers
Top 5 sectors for advertising investment growth
Performance of major television channels
Advertising investment, breakdown by sector
Creators' attitude to follow regulation
The main reasons that prevent the creation of Influencer Marketing campaigns
Spending on influencer marketing
Active enterprises under Ateco Code 73.11 "Advertising agencies"
Employees in active enterprises under Ateco Code 73.11 "Advertising agencies"
Legal form of active enterprises under Ateco Code 73.11 "Advertising agencies"
Artificial intelligence market in the advertising industry

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Latest news

FRANCE RELIES ON PUBLICIS MEDIA TO PROMOTE TOURISM IN THE WORLD - 26/03/2024

The recipient agency of the tender: Atout France.
The selected agency: Publicis Media.
The object of the collaboration: management of media and communication strategies in target international markets for the development of tourism in France.
Comments on the collaboration: Antoine de Trogoff, DG of Publicis Media International, expresses pride and sees the award as an opportunity for his agency to promote France internationally.

Plans for Publicis, the big advertising group to invest 300 million in artificial intelligence - 25/01/2024

Publicis will invest 300 million euros in artificial intelligence over the next three years.
100 million euros will be invested in this year.
Half of the investment for 2024 (so 50 million euros given that the annual total is 100 million euros) will be focused on improving skills, training people, and talent scouting.
The other half of the investments for 2024 will be dedicated to technology, licensing, software and cloud infrastructure.
In addition, it is worth noting that Publicis aims to become "the industry's first artificial intelligence-based advertising group" and is working on an entity called "CoreAI" that further integrates artificial intelligence into its platform by connecting every individual in the company.

The importance of the omnichannel approach in nonlinear television and digital: the digital-centric strategy of Teads and Sanofi Consumer Healthcare - 22/11/2023

Key points from the paper:

**Market Complexity**: There is a variety of on-demand video apps and services that generate complexity in both content choice for users and touchpoint management for advertisers.
**Role of Companies as TEADS**: Companies are tasked with simplifying complexity through integrated management of different digital channels to understand campaign performance and optimize the effectiveness of individual channels.
**Innovation in Measurement**: Measurement is experiencing a moment of strong innovation, although some metrics do not yet have a definitive form.
**Evaluation of Channels in the Media Mix**: It is essential to properly approach an expanding video ecosystem.
**Connectivity between Linear TV, CTV, Mobile and Desktop**: This connection represents not only an enrichment of technology offerings but also a new way of thinking about advertising exposure, allowing more accurate management of frequency, reach and creative.
**Initial Brand Strategy**: Based on interpreting brand perception and identifying an ironic and irreverent component for brand repositioning.
**Content Regulation**: Campaigns must follow regulations that require ministerial approval of content.
**Importance of Digital**: Paradigm shift with the introduction of brand assets "made for digital" and emphasis on the digital medium as the focus of the activation plan.
**Campaign Evolution**: The campaign has evolved to include DOOH and display to increase consideration, website and in-store traffic, with a third wave purely digital.
**Omnichannel Vision**: With the omnichannel vision, consumers are reached more effectively, maximizing reach and frequency on different touchpoints.
**Creative Consistency and Device Optimization**: The need to maintain creative consistency, reworking assets to maximize effectiveness across different devices.

HEARTS & SCIENCE ESTIMATES 100 MILLION BILLING BY 2023 FROM NEW BUSINESS AND WORKING ON REORGANIZATION - 26/09/2023

**Hearts & Science's arrival in Italy**: The agency officially arrived in Italy in mid-2020.
**Direction**: The agency is led by managing director Emanuele Giraldi.
**Growth**: Hearts & Science continues to grow through new business.
**Turnover goal (billing)**: The agency is aiming for a billing of 100 million euros in 2023.
**Reorganization**: Preparation of a major organizational reorganization.
**Performance in the first half of the year**: The manager says the first half of the year went very well for the agency.
**Consolidation in Europe and international relations**: The agency is consolidating in Europe and expanding its international relations, particularly in EMEA.
**Focus**: Focus on full funnel campaigns with acquisition and branding component.
**Expected Growth**: Maintaining a double-digit growth trend.
**New Organization and Recruitment**: Anticipation of a new, more structured organization with the introduction of new staff.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Teads Italia s.r.l

Hearts&Science s.r.l

Starc Om Italia s.r.l

Publicis s.r.l

Pomilio Blumm s.r.l

Pardgroup s.p.a

Incentive Promomedia s.r.l

Dentsu Tech&Services s.r.l

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