International Advertising
Advertise in Italy
Advertise in Italy with One Day Agency
Access a Growing Economy and Appetite for Innovation With Italian Advertising
Italy has long been a country famous for its culture and heritage, cuisines and love of all things fashion. Modern Italy is also an excellent advertising location following sustained economic recovery, prompting greater consumer spending and investment in a country that had experienced a prolonged period of instability and recession.
This environment is well-positioned for brands keen to engage with new audiences or set themselves alongside well-known Italian brands, with great interest in dynamic and international brands within one of the fastest-growing digital ad sectors in Europe.
Picking billboards and transport ads and integrating targeted digital marketing campaigns in some of Italy's largest and most-visited cities enables brands to expose messaging to a population of nearly 59 million people, with a thriving, affluent tourism sector that attracts 57 million international visitors annually.
Why Advertise in Italy?
The commercial sectors in Italy may be smaller than in some neighbouring countries, but the opportunities for growth are profound. Huge increases in consumer confidence throughout the past year have stimulated greater spending and significant expansions in demand for services and retail.
Combined with the sheer volume of tourists visiting Italy from every corner of the globe, with travel and tourism making up over 10% of the national GDP, brands can pick strategic locations that will reach viewers from diverse countries and regions.
In step with the boost to consumer activity and business investment, the last few months have seen significant advancements in the rise and accessibility of e-commerce, which enables brands to use clever brand positioning to tap into existing brand loyalty and ensure they are a visible and recognisable part of the marketing mix.
Importantly, quality and sustainability are key advertising parameters in Italy, where service standards, values, and ethics are often perceived as having equal importance as price. This ensures that high-end, luxury, and prestige brands achieve excellent returns on their Italian advertising campaigns.
Why One Day?
One Day is an all-senior team of advertising specialists working with brands of every size to capitalise on domestic and global marketing opportunities, whether your aims are to extend reach, leverage room for scalability, achieve market share in new jurisdictions or create a loyal customer base across Europe.
We provide end-to-end support to ensure your campaigns are designed to optimise visibility in Italy’s most active and high-footfall urban regions, from Milan to Rome, Naples, Turin and Cagliari in sunny Sardinia.
Advertising in Italy: Key Formats
-
![High-Profile Billboard Advertising]()
High-Profile Billboard Advertising
Large, highly visible billboards are a great way to disseminate messaging to as wide an audience as possible, capturing the attention of locals and tourists in all the major cities and visitor attractions across Italy.
Billboard screens of varied sizes in Rome, Turin, and Milan capitalise on local interests in culture, fashion, business, and commercial activity. They target campaigns to professionals, specific demographics, and age groups most likely to be interested in your offering.
-
![Digital Billboard Screens]()
Digital Billboard Displays
The Italian government has been supportive of digital innovation, and with improvements to the health of the economy, the number of immersive moving billboard screens has improved considerably.
Digital out-of-home promotions can feature moving graphics, data-backed rotational displays, and contextual advertising that shows relevant information based on anything from the time of day to the viewer's response, the weather, or local events.
-
![Street Furniture Promotions]()
Street Furniture Promotions
As a modern and direct form of advertising, eye-level promotions work most effectively in pedestrianised areas such as visitor attractions, arenas, event venues and shopping districts, where thousands of people and motorists will see a billboard.
Brands can achieve repeated exposure and augmented brand familiarity by picking locations with extended dwell times for longer-lasting exposure or using digital street-level advertising to access larger audiences in busy city centres.
-
![Transport and Transit Advertising]()
Transport and Transit Advertising
Italy’s public transport systems reach almost every major city, with underground networks in Naples, Rome, Turin, Brescia and Milan that provide a great way to showcase advertising to engaged audiences waiting for services or connections.
Other options include public transport advertising via streetcars, train networks and buses, making the most of a captive audience and using intelligent demographic mapping to make informed choices about the shelters, stops or stations that are most applicable to your brand.
-
![Placed-Based Ad Campaigns]()
Placed-Based Ad Campaigns
Place-based promotions are primarily structured around the location – picking iconic landmarks, visitor areas, cities or focal points that guarantee good viewer impressions and access to target audiences.
Locations range from obvious attractions such as billboards near the Duomo, Colosseum, Pantheon, and Tower of Pisa to the less conventional, including the San Siro football stadium, the Stadio Olimpico in Rome, or the RCF Arena, which hosts concerts with audiences of up to 100,000 people.
Latest Out-of-Home Campaigns.
See below our selected work in media planning and buying, click or tap to view.
Technology Services - International OOH Campaign
FMCG - Out-of-Home Campaign in Ireland.
Non-Alcoholic Beer - Out-of-Home Campaign & TV
Meet the Media Planning Team
Klaudia
Media Planning & Buying
Laurence
Media Planning & Buying
Scott
Media Planning & Buying
“One Day Agency brings global expertise to the Italian market, crafting integrated advertising campaigns that connect brands with audiences across Italy. Wherever your campaign takes you, we make it impactful.”
Ricardo Seixas, Founder and CEO, One Day Agency
Frequently Asked Questions.
-
Yes, there are advertising standards and regulations to be aware of, but any legal product or service can be advertised compliantly. Major exclusions are very similar to those in the UK, such as rules prohibiting the advertising of protected plants and animals.
-
Billboards are a common, familiar feature of every major Italian city. They can be positioned alongside roadways and transport networks, in the centre of retail and shopping areas, or in specific zones or neighbourhoods, such as those most used by professionals and business owners.
-
Each placement and display may have different availability, but this may also depend on whether you'd like to erect a visible, high-profile billboard or include dynamic digital advertising within your campaign.
As a rough guide, most static billboards require display periods to be at least 14 days, although shorter-term and time-specific campaigns can be scheduled around strategically placed digital billboards with greater flexibility.
Please get in touch for more advice about advertising your brand in Italy, picking the cities and formats that will achieve the returns you are hoping for, or configuring your campaign graphics and messaging to resonate with an Italian audience.
Full-funnel Advertising Agency
What our clients are saying…
International Media Planning and Buying.
Advertise across the Globe
Media Environments
Get in touch today.
Italy Advertising and Media planning.