Industry Statistics and Rankings
How does this industry perform in Italy compared to Europe?
Country Benchmarking
Industry Data Italy
Ranking are out of 37 European countries for which IBISWorld provides country-level factsheets.
Revenue
#5 In EuropeBusiness
#9 In EuropeEmployees
#6 In EuropeWages
#7 In EuropeThe market for advertising services has changed massively over the past decade, with online and digital advertising services to reach customer across the web replacing traditional advertising streams like TV, radio and newspapers. The UK remains Europe's largest digital ad market and is a hotspot for online advertising growth. Major sporting events have aided revenue generated from TV advertising. However, the economic slump caused by the COVID-19 outbreak forced businesses to become more cautious when considering marketing budgets, weighing on demand. Over the five years through 2024, advertising services revenue is expected to drop at a compound annual rate of 4.1% to €219.8 billion.
Enterprises
Number of businesses in 2024
Biggest companies in the Advertising Agencies in Italy
| Company | Market Share (%)
2024 | Revenue (€m)
2024 | Profit (€m)
2024 | Profit Margin (%)
2024 |
|---|---|---|---|---|
WPP plc | 18,979.0 | 2,808.9 | 14.8 | |
Publicis Groupe SA | 15,259.9 | 2,435.8 | 16.0 | |
MFE-MediaForEurope NV | 2,969.8 | 361.3 | 12.2 |
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Top Questions Answered in this Report
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What is the market size of the Advertising Agencies industry in Italy in 2024?
The market size of the Advertising Agencies industry in Italy is €13.9bn in 2024.
How many businesses are there in the Advertising Agencies in Italy industry in 2024?
There are 19,920 businesses in the Advertising Agencies industry in Italy, which has grown at a CAGR of 1.9 % between 2019 and 2024.
Has the Advertising Agencies industry in Italy grown or declined over the past 5 years?
The market size of the Advertising Agencies industry in Italy has been growing at a CAGR of 2.9 % between 2019 and 2024.
What is the forecast growth of the Advertising Agencies industry in Italy over the next 5 years?
Over the next five years, the Advertising Agencies industry in Italy is expected to grow.
What are the biggest companies in the Advertising Agencies market in Italy?
The biggest companies operating in the Advertising Agencies market in Italy are WPP plc, Publicis Groupe SA and MFE-MediaForEurope NV
What does the Advertising Agencies in Italy include?
Online Advertising and TV Advertising are part of the Advertising Agencies industry.
Which companies have the highest market share in the Advertising Agencies in Italy?
The company holding the most market share in Italy is WPP plc.
How competitive is the Advertising Agencies industry in Italy?
The level of competition is moderate and increasing in the Advertising Agencies industry in Italy.
Related Industries
This industry is covered in 37 countries
Domestic industries
Competitors
- Management Consultants in Italy
Complementors
- Printing Services in Italy
- Market Research & Public Opinion Polling in Italy
Table of Contents
About this industry
Industry definition
This industry includes companies that provide various advertising services, including promoting products, creating and releasing advertising campaigns and direct-mail advertising. Companies can provide advice, creative services and the production of advertising material.
Related Terms
COMMUNICATIONS PLANNINGDIGITAL ADVERTISINGOUTDOOR ADVERTISINGWhat's included in this industry?
Online AdvertisingTV AdvertisingPrint Media AdvertisingOut-of-Home AdvertisingRadio AdvertisingCompanies
WPP plcPublicis Groupe SAMFE-MediaForEurope NVIndustry Code
731 - Advertising in Italy
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Performance
Revenue Highlights
Trends
- Revenue
- 2024 Revenue CAGR
- Revenue Volatility
Employment Highlights
Trends
- Employees
- Employees per Business
- Revenue per Employee
Business Highlights
Trends
- Businesses
- Employees per Business
- Revenue per Business
Profit Highlights
Trends
- Total Profit
- Profit Margin
- Profit per Business
Current Performance
Charts
- Revenue
- Employees
- Business
- Profit
Analysis
What's driving current industry performance in the Advertising Agencies in Italy industry?
Outlook
Analysis
What's driving the Advertising Agencies in Italy industry outlook?
Volatility
Analysis
What influences volatility in the Advertising Agencies in Italy industry?
Charts
- Industry Volatility vs. Revenue Growth Matrix
Life Cycle
Analysis
What determines the industry life cycle stage in the Advertising Agencies in Italy industry?
Charts
- Industry Life Cycle Matrix
Products and Markets
Highlights
Trends
- Largest Market
- Product Innovation
Key Takeaways
Online advertising continues to expand. Increased internet usage and surging online shopping have driven more and more companies to focus their advertising efforts on the web, a trend accelerated by COVID-19.
Products and Services
Charts
- Products and Services Segmentation
Analysis
How are the Advertising Agencies in Italy industry's products and services performing?
Analysis
What are innovations in the Advertising Agencies in Italy industry's products and services?
Major Markets
Charts
- Major Market Segmentation
Analysis
What influences demand in the Advertising Agencies in Italy industry?
International Trade
Highlights
- Total Imports into Italy
- Total Exports into Italy
Heat maps
- Industry Concentration of Imports by Country
- Industry Concentration of Exports by Country
Data Tables
Value and annual change (%) included
- Number of Imports and Exports by European Country (2024)
Competitive Forces
Highlights
Trends
- Concentration
- Competition
- Barriers to Entry
- Substitutes
- Buyer Power
- Supplier Power
Key Takeaways
High fragmentation characterises the market. Only large-scale advertising conglomerates like WPP and Publicis hold more than 1% of the market. All other companies specialises in niche advertising services, with a handful of clients.
Supply Chain
Charts
Buyer and supply industries
Geographic Breakdown
Business Locations
Heat maps
- Share of Total Industry Establishments by Region (2024)
Data Tables
- Number of Establishments by Region (2024)
Charts
- Share of Establishments vs. Population of Each Region
Analysis
What regions are businesses in the Advertising Agencies in Italy located?
Companies
Data Tables
Top 3 companies by market share:
- Market share (2024)
- Revenue (2024)
- Profit (2024)
- Profit margin (2024)
External Environment
Highlights
Trends
- Regulation & Policy
- Assistance
Key Takeaways
Agencies must adhere to the General Dat Protection Regulation. The GDPR, which came into effect across Europe in May 2018, governs how companies within the EU deal with clients' data.
External Drivers
Analysis
What demographic and macroeconomic factors impact the Advertising Agencies in Italy industry?
Financial Benchmarks
Highlights
Trends
- Profit Margin
- Average Wage
- Largest Cost
Key Takeaways
AI advertising technology looks set to cut employment levels. AI's performance optimisation and data management abilities will allow agencies to streamline operations and better understand the performance of their campaigns.
Cost Structure
Charts
- Share of Economy vs. Investment Matrix
-
Industry Cost Structure Benchmarks:
- Marketing
- Depreciation
- Profit
- Purchases
- Wages
- Rent
- Utilities
- Other
Analysis
What trends impact cost in the Advertising Agencies in Italy industry?
Key Ratios
Data tables
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
- Revenue per Employee (2014-2029)
- Wages/Revenue (2014-2029)
- Employees per Establishment (2014-2029)
- Average Wage (2014-2029)
Country Benchmarks
European Leaders & Laggards
Data Tables
Top and boottom five countries listed for each:
- Revenue Growth (2024)
- Business Growth (2024)
- Job Growth (2024)
European Country Performance
Data Tables
Rankings available for 37 countries. Statistics ranked include:
- IVA/Revenue (2024)
- Imports/Demand (2024)
- Exports/Revenue (2024)
- Revenue per Employee (2024)
- Wages/Revenue (2024)
- Employees per Establishment (2024)
- Average Wage (2024)
Structural Comparison
Data Tables
Trends in 37 countries benchmarked against trends in Europe
- Concentration
- Competition
- Barriers to Entry
- Buyer Power
- Supplier Power
- Volatility
- Capital Intensity
- Innovation
- Life Cycle
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
Where does IBISWorld source its data?
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