Investments in online advertising in Italy in 2018-2019, by type
advertising formats were concerned, banners were reported to be more effective for conversion. Another 92 percent of top-spending companies in online advertising used video content to improve brand awareness among consumers.
In Italy, 44 percent of investments in temporary campaigns of online advertising were spent to raise awareness about brands, a survey from 2019 revealed. On the contrary, companies setting up always-on campaigns aimed at higher conversion rates (52 percent of the investments). As far as