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 KAPITEL 11 /  MEDIEN & ENTWICKLUNGEN

MEDIEN &

ENTWICKLUNGEN

PHOTOGRAPHER // GABRIELE STABILE, ITALY

MEDIA 4.0: THE DIGITAL EVOLUTION

In many areas, Italy was a late starter compared to other Eu- ropean countries but then suddenly the market exploded and we started leading the way. This was the case for mobile penetration and it might well also be the case for digital. Today, our use of the web is below the European average, but this is linked to the late development of broadband, the improvement of which has been highlighted as a priority of the Italian government. And Italy’s me-

dia planning sector is preparing to seize the many opportunities out there: investments in digital have been increasing rapidly in recent years and in 2017 they are expected to make up a quarter of all communication investments.

TV still represents half of the total invest- ments. But big events are becoming a prerog- ative of pay TV, and their diffusion implies a progressive reduction of target audiences per channel. This means that TV audiences are being increasingly parcelled out, signalling hard times for planners.

In the meantime, the other traditional media aren’t showing any relevant signs of evolu- tion. Their trend seems irreversible: fifteen years ago, print represented one third of total investments, but it’s only 13%.

In such a challenging scenario, it’s no real surprise that programmatic media planning is increasingly gaining ground compared to tra- ditional media planning: its use is expected to grow from 20% in 2015 to 30% next year.

We have become accustomed to handling one of the most complicated markets in the world. So no doubt we will be ready when the media revolution is finally complete.

AUTHOR // GIOVANNI GHELARDI, MANAGING PARTNER, SERVICEPLAN ITALY