Quale impatto ha avuto la pandemia sugli investimenti pubblicitari? Quali sono le prospettive per il 2021 e i principali trend in crescita?
Abbiamo seguito il webinar “Scenario media in Italia” del Centro Studi UNA, moderato dalla vice presidente Graziana Pasqualotto. Alcuni dati ce li aspettavamo, altri ci hanno incuriosito e sorpreso. Ecco cosa abbiamo scoperto.
Investimenti pubblicitari: come ha chiuso il 2020?
Potevamo immaginare che la pandemia e la conseguente crisi economica avessero impattato il mondo degli investimenti pubblicitari a livello globale, ma non sapevamo quanto. Il 2020 ha chiuso a -11% con 7,8 miliardi di euro, rispetto agli 8,8 miliardi investiti nel 2019. Le politiche di lockdown hanno sensibilmente colpito il cinema (non sono attualmente disponibili dati ufficiali ma si stima un calo del 53,8% rispetto al 2019) e le affissioni (-45,7%) entrambi legati alla mobilità delle persone, che è stata decisamente ridotta.
Una leggera flessione è stata registrata anche per il digitale (-2,1%) e la televisione (-9,5%), mentre ha continuato il calo significativo che quotidiani (-16,2%) e periodici (-36,6%) conoscono da diversi anni.
I settori che hanno investito maggiormente nell’ADV sono stati alimentari, automotive, distribuzione e, con un deciso incremento (rullo di tamburi…), il comparto di igiene e pulizie.
Tornando ad oggi, vediamo come rispetto ad altri paesi europei la Tv in Italia rappresenti il mezzo principale per gli investimenti pubblicitari, con il 44% destinati a questo mezzo e il 43% al web. Ciò è in linea con la fruizione quotidiana dei media: il 75% della popolazione italiana guarda la televisione tutti i giorni, il 68% utilizza internet (con forte traino della parte mobile) e il 63% ascolta la radio.
Vale quindi la pena approfondire dati e analisi su questi mezzi di comunicazione.
Una tv sempre più digital
Durante il webinar di UNA è stata fatta un’analisi approfondita del mezzo televisivo, lo share più alto continua a rimanere quello del mezzogiorno e del prime time serale. Gli ascolti sono generalmente medio/alti fino al periodo estivo e poi registrano un calo generale, cosa che si è ripetuta anche nel 2020.
La grossa differenza rispetto al 2019 è stata l’esplosione tra marzo e aprile (+32%), oltre ad un aumento degli ascolti per i telegiornali. Se da un lato ci si affida sempre più al web e ai social per reperire informazioni, la richiesta di fonti ritenute affidabili in un contesto così delicato ha portato molti a guardare telegiornali sia nazionali che regionali. Anche questi ultimi hanno infatti conosciuto un aumento degli ascolti, data la necessità di rimanere aggiornati sulle misure adottate localmente. Continua a crescere l’offerta video over-the-top delle piattaforme streaming, con 12.5 milioni di italiani che hanno almeno un abbonamento SVOD-Subscription Video on Demand (come Neflix e Amazon Prime).
Dando uno sguardo alle prospettive future, fondamentale sarà il passaggio allo standard DVB-T2 e contestualmente al HEVC nel 2022. Questo comporterà l’aumento dell’addressable tv, cioè l’erogazione di annunci pubblicitari destinati a particolari target. Si uniscono in questo modo le qualità del digitale a quelle della televisione, con contenuti specifici basati sulla segmentazione dell’audience.
Vediamo ora il media che ha fatto della targetizzazione il suo pane quotidiano: il web.
Internet, oggi e domani
L’utilizzo di internet continua la sua crescita, attualmente trainata dal mobile e con una netta preferenza per gli smartphone. La maggior parte del tempo viene spesa sui social network e sulle applicazioni di messaggistica. Anche tra i siti più visitati si conferma questa tendenza, dato che in cima alla top 10 troviamo Google, Facebook, YouTube. A questi seguono altri social, ma si trovano anche le pagine del “Corriere della Sera” e di “La Repubblica”.
Questo dimostra che il processo di dematerializzazione dell’informazione procede senza sosta: con l’erosione del pubblico dei lettori del cartaceo aumentano quelli online. Il tempo trascorso su queste pagine è comunque basso, segno che gli utenti navigano cercando specifici contenuti e una volta fruiti abbandonano il sito.
Un altro elemento significativo è dato dal fatto che gli utenti spendono quasi tutto il tempo online sulle app: si tratta del 91% di quello mobile. Da segnalare la forte crescita di Tik Tok, che nel 2019 aveva 1,3 milioni di utenti e ora ne ha 8,5; Twitch, esploso nel 2020 con un +83% di audience rispetto all’anno precedente; infine Clubhouse, social basato su conversazioni in diretta, dal potenziale interessante.
Novità per il web
La previsione di UNA è che in ambito digital continuerà a crescere il Programmatic Advertising, cioè quel processo digitale basato sull’acquisizione di dati forniti da cookie e pixel, informazioni in base alle quali vengono poi acquistati gli spazi pubblicitari. I benefici sono molteplici: segmentazione delle campagne (per giorno, ora, geolocalizzazione..), gestione di attività data-driven (cookie targeting, possibilità di esclusione di audience specifiche, es. minori); copertura incrementale e miglioramento performance. L’ottimizzazione e la gestione degli analytics in tempo reale consente infatti di migliorare i risultati, valutando la performance della campagna e intervenendo se necessario.
Oltre al cambiamento che porterà l’applicazione dello standard DVB-T2 per i televisori, nel 2022 entreremo anche in uno scenario cookieless. A partire da quell’anno Google bloccherà infatti i cookie di terze parti, cui seguiranno diverse possibili soluzioni:
- Unique ID: genera un alias per il targeting e l’ottimizzazione durante l’acquisto di media o la pubblicizzazione di annunci;
- Google Privacy Sandbox: Chrome raccoglie e conserva dati grezzi e attività online degli utenti a livello di browser. Ciò dovrebbe consentire ai player AD-tech di utilizzare le informazioni sul profilo/comportamento dell’utente;
- Contextual Targeting: rinnovata importanza del contenuto, del contesto e dell’esperienza dei media. Questo proprio a causa di Google Privacy Sandbox, che fornisce informazioni sugli interessi di un gruppo di utenti, che fanno parte di un sistema con un comportamento e una serie di interessi specifici.
Radio, stampa e affissioni
Questi media sono quelli che hanno subito i colpi più duri nel 2020, insieme al cinema.
Sulla radio ha impattato il fatto che prevalentemente gli ascolti sono fuori casa, anche se lo scorso anno molti l’hanno ascoltata tra le mura domestiche. Quanto ai mezzi di diffusione, sta perdendo terreno l’autoradio ma aumenta l’uso del telefono e l’ascolto delle radio su canali tv. Sempre più sono poi gli ascoltatori di podcast: si tratta di 13,9 milioni, con un +15% sul 2019, interessati soprattutto a musica e news.
La crisi che la stampa conosce dal 2012 non si è arrestata. La carta stampata ha subito un ulteriore contraccolpo nel 2020, sia per i quotidiani, sia per i periodici. Le testate stanno però acquisendo uno spazio sempre più ampio sul web: ciò determina la necessità di avere un quadro che tenga conto anche di questi spazi quando si parla di informazione in Italia. Per questo Audiweb e Audipress si sono fuse nella nuova società Audicomm, che avrà il compito di sviluppare una nuova rilevazione integrata tra le audience digitali e le readership della stampa.
Quanto invece alle affissioni, con la mobilità calata nel 2020 per effetto della pandemia, sono diminuiti anche gli investimenti sul mezzo. Resta comunque uno strumento di comunicazione efficace, tanto che l’84% delle persone che si trova davanti ad un’affissione dichiara di avere una reazione (per avere più informazioni o per effettuare un acquisto). Anche in questo caso si assiste a un percorso che va verso la digitalizzazione. Con l’OOH (out of home) digitale siamo in grado di ottenere numerosi vantaggi rispetto al cartaceo. Queste pubblicità hanno un forte impatto visivo, non sono soggette all’adblocking di internet, intercettano solo traffico umano (seppur con una minore targettizzazione), hanno una viewability pari al 100% e una geolocalizzazione tematica.
Investimenti pubblicitari, scenario 2021
Ad eccezione della stampa, che continua ad attestarsi su valori negativi (periodici -4% e quotidiani -1,6%), UNA stima che gli investimenti pubblicitari per quest’anno cresceranno. Con le progressive riaperture, ci si aspetta un incremento per i cinema (+24,9%), la comunicazione esterna (+11,5%) e la radio (+8,6%).
A conservare le fette più importanti del mercato saranno ancora una volta la televisione e il digitale, che rispettivamente deterranno il 43,8% e il 42,6% delle quote di mercato.
Dato che la curva degli investimenti sta risalendo, le previsioni sono attualmente ottimistiche, specialmente per i prossimi mesi. A supporto di questa visione anche l’organizzazione di due importanti eventi sportivi, cioè EURO2020 e le Olimpiadi di Tokio, che potenzialmente saranno ottimi catalizzatori per promozioni e pubblicità.
Non ci resta che aspettare luglio per verificare le prossime stime di UNA per la seconda metà del 2021.
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Currently it sounds like BlogEngine is the best blogging platform available right now. (from what I’ve read) Is that what you’re using on your blog?
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At this time it seems like WordPress is the preferred blogging platform available right now. (from what I’ve read) Is that what you’re using on your blog?
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At this time it seems like Drupal is the top blogging platform out there right now. (from what I’ve read) Is that what you’re using on your blog?
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Right now it looks like WordPress is the preferred blogging platform available right now. (from what I’ve read) Is that what you’re using on your blog?
Right now it looks like Drupal is the preferred blogging platform available right now. (from what I’ve read) Is that what you are using on your blog?
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Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
At this time it seems like Movable Type is the top blogging platform available right now. (from what I’ve read) Is that what you are using on your blog?
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Wow that was odd. I just wrote an very long comment but after I clicked submit my comment didn’t appear. Grrrr… well I’m not writing all that over again. Anyway, just wanted to say wonderful blog!
May I simply say what a comfort to find someone who genuinely understands what they are talking about on the net. You actually understand how to bring a problem to light and make it important. More people have to read this and understand this side of the story. I was surprised you are not more popular given that you surely possess the gift.
Aw, this was a really nice post. Taking a few minutes and actual effort to produce a really good article… but what can I say… I procrastinate a lot and never seem to get nearly anything done.
May I just say what a comfort to find someone who genuinely knows what they’re discussing on the internet. You definitely understand how to bring an issue to light and make it important. A lot more people must read this and understand this side of your story. I can’t believe you’re not more popular given that you most certainly possess the gift.
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Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
Can I simply just say what a comfort to find someone that truly knows what they’re talking about on the net. You actually understand how to bring a problem to light and make it important. More and more people ought to check this out and understand this side of the story. I was surprised you aren’t more popular given that you most certainly possess the gift.
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
Aw, this was an extremely nice post. Taking a few minutes and actual effort to produce a really good article… but what can I say… I hesitate a lot and don’t seem to get anything done.
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
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Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
Aw, this was an incredibly nice post. Taking a few minutes and actual effort to make a great article… but what can I say… I hesitate a lot and don’t seem to get anything done.
At this time it looks like Movable Type is the best blogging platform available right now. (from what I’ve read) Is that what you’re using on your blog?
Aw, this was an incredibly nice post. Spending some time and actual effort to make a top notch article… but what can I say… I procrastinate a lot and never manage to get anything done.
Wow that was unusual. I just wrote an extremely long comment but after I clicked submit my comment didn’t appear. Grrrr… well I’m not writing all that over again. Regardless, just wanted to say wonderful blog!
May I simply just say what a relief to find a person that actually understands what they’re talking about on the web. You definitely know how to bring an issue to light and make it important. A lot more people need to read this and understand this side of your story. I was surprised that you’re not more popular given that you definitely have the gift.
Can I simply say what a comfort to find somebody that genuinely knows what they are talking about online. You certainly realize how to bring an issue to light and make it important. More people should look at this and understand this side of the story. It’s surprising you are not more popular since you certainly have the gift.
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Wow that was unusual. I just wrote an incredibly long comment but after I clicked submit my comment didn’t appear. Grrrr… well I’m not writing all that over again. Regardless, just wanted to say fantastic blog!
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
Right now it appears like Movable Type is the best blogging platform available right now. (from what I’ve read) Is that what you are using on your blog?
Currently it appears like WordPress is the top blogging platform out there right now. (from what I’ve read) Is that what you’re using on your blog?
Can I simply say what a relief to find somebody that genuinely knows what they’re talking about online. You actually understand how to bring a problem to light and make it important. A lot more people need to read this and understand this side of your story. I was surprised that you are not more popular since you definitely possess the gift.
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Can I simply just say what a relief to uncover an individual who truly understands what they’re discussing over the internet. You definitely understand how to bring a problem to light and make it important. A lot more people must look at this and understand this side of the story. I was surprised that you are not more popular given that you definitely have the gift.
Hi there, You have done a fantastic job. I’ll definitely digg it and individually recommend to my friends. I’m sure they’ll be benefited from this website.
Currently it sounds like Movable Type is the preferred blogging platform out there right now. (from what I’ve read) Is that what you are using on your blog?
Right now it looks like WordPress is the top blogging platform out there right now. (from what I’ve read) Is that what you’re using on your blog?
Hi there, You’ve done an excellent job. I will definitely digg it and personally recommend to my friends. I’m sure they will be benefited from this web site.
At this time it appears like Expression Engine is the preferred blogging platform available right now. (from what I’ve read) Is that what you’re using on your blog?
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
At this time it looks like Expression Engine is the best blogging platform out there right now. (from what I’ve read) Is that what you are using on your blog?
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
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Currently it sounds like Drupal is the top blogging platform available right now. (from what I’ve read) Is that what you are using on your blog?
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Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
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Excellent article. Keep writing such kind of info on your blog. Im really impressed by your blog.
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
Right now it appears like Drupal is the preferred blogging platform available right now. (from what I’ve read) Is that what you are using on your blog?
Greate post. Keep posting such kind of info on your blog. Im really impressed by your site.
Hi there, You have performed an incredible job. I’ll certainly digg it and for my part recommend to my friends. I am confident they will be benefited from this site.
Excellent pieces. Keep posting such kind of information on your blog. Im really impressed by your blog.
Aw, this was an incredibly good post. Taking a few minutes and actual effort to make a superb article… but what can I say… I procrastinate a whole lot and never manage to get anything done.
Hello there, You’ve done a great job. I will certainly digg it and individually recommend to my friends. I’m confident they will be benefited from this web site.
Can I simply just say what a relief to find an individual who truly knows what they’re talking about online. You certainly understand how to bring a problem to light and make it important. More people have to look at this and understand this side of your story. It’s surprising you are not more popular given that you most certainly possess the gift.
May I simply just say what a comfort to uncover a person that genuinely understands what they’re talking about over the internet. You actually realize how to bring a problem to light and make it important. More people have to look at this and understand this side of your story. I was surprised that you’re not more popular given that you surely possess the gift.
Aw, this was an extremely good post. Taking a few minutes and actual effort to create a very good article… but what can I say… I procrastinate a lot and don’t seem to get nearly anything done.
At this time it looks like BlogEngine is the top blogging platform out there right now. (from what I’ve read) Is that what you are using on your blog?
Wow that was unusual. I just wrote an extremely long comment but after I clicked submit my comment didn’t show up. Grrrr… well I’m not writing all that over again. Anyways, just wanted to say fantastic blog!
Right now it appears like WordPress is the preferred blogging platform out there right now. (from what I’ve read) Is that what you’re using on your blog?
Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this. Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.
Excellent article. Keep posting such kind of information on your page. Im really impressed by it.
Wow that was odd. I just wrote an very long comment but after I clicked submit my comment didn’t show up. Grrrr… well I’m not writing all that over again. Anyways, just wanted to say superb blog!
Wow that was unusual. I just wrote an extremely long comment but after I clicked submit my comment didn’t show up. Grrrr… well I’m not writing all that over again. Anyways, just wanted to say fantastic blog!
May I simply say what a comfort to find someone that really knows what they are discussing over the internet. You definitely understand how to bring a problem to light and make it important. More people ought to check this out and understand this side of your story. I was surprised you are not more popular since you certainly have the gift.
Aw, this was an extremely good post. Taking the time and actual effort to create a good article… but what can I say… I put things off a whole lot and don’t seem to get anything done.
Can I just say what a relief to uncover a person that actually knows what they’re discussing on the web. You certainly realize how to bring an issue to light and make it important. More and more people really need to look at this and understand this side of your story. It’s surprising you aren’t more popular since you definitely possess the gift.