Europemedia reports that internet advertising spend in Italy is on the rise according to figures from the new Internet Advertising Observatory of Lab Italia. Spending has grown by 368% in 2000 reaching L267 billion (e140 million) compared to L10 billion in 1998.
The most popular form of internet advertising remains the banner ad which accounts for 63% of all internet advertising spending, sponsorship takes 19% and 18% is spent on email campaigns.
Growth in 2001 is forecast at between 15% and 25%, optimistic compared with other European adspend forecasts but lower than it might be if some advertisers were not switching to SMS services to get their message across.
