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Nielsen Media Research Italy includes online marketing expenditure in ad expenditure

Nielsen Media Research (NMR) Italia is now including online marketing expenditure in their monthly monitoring of the Italian Advertising Market.

A joint workgroup between the Internet Advertising Bureau (IAB) Italy and AssoInternet has developed guidelines to monitor advertising expenditure online, as investments continue to rise at a sustained rate.

IAB-Nielsen Media Research have released preliminary information in a presentation illustrating the method employed and specific information on the Italian Market.

The approach is an anonymous collection and normalisation of data provided by major portals and media agencies, offering aggregated information on expenditure in various forms:

  • Banners
  • Newsletters and Email
  • SMS
  • Keywords
  • Sponsorships

The 17 media agencies contributing to the initiative represnet 75% of online advertising.

The information presented by NMR Italy confirmed the rise in online spending up 13,1% and now estimated in € 71 million in the semester January-July 2005 when compared to the same period in 2004 during which firms spent just over 63 million euro, representing 1,4% of the advertising business in Italy.

Further information, figures and trends related to the Italian market are expected to be released at the forthcoming
IAB Forum 2005 scheduled on Nov. 3rd in Milano.

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Sante J. Achille

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