Internet Media Observatory Research

The Internet Media Observatory aims to study the Digital Advertising market in Italy across media (Internet, TV, and Out of Home) focusing in particular on innovative sector components.

The Observatory aims to be the point of reference of the entire sector in understanding the multiple expressions of innovation in the digital world, encouraging an open debate between supply chain players and raising awareness among decision makers on the many opportunities available, ultimately aiming to enhance market development.

Internet Media Observatory Research

As part of research, the Internet Media Observatory aims to:

quantify the advertising market in Italy, focusing in particular on the digital component;

critically study the evolution of the value chain and the strategies of Internet Media solution offering players;
analyze the approach of Italian marketing companies to innovative ideas for digital advertising, to identify the key trends in Internet advertising;
examine how users behave when using Digital Media, and their perception of online advertising;
identify emerging concepts in order to outline possible future scenarios for Italy.

During our Research we plan to:

quantify the Digital Media market and all its components using direct sources (interviews) and secondary sources regarding the main stakeholders in the sector;
conduct a consumer survey;
run several online surveys on Italian companies operating in both offer and demand sectors.

discussion tables with the Advisory Board (group of advertising investors selected among the main big Spenders)

Internet Media Observatory activities

Activities planned by the Internet Media Observatory include:

two workshops on vertical topics targeted to Research Partners and Sponsors as well as marketers (digital manager, brand manager, marketing manager) of leading Italian investor companies:
- the evolution of Artificial Intelligence in the Media sector;
- in-depth analysis on measurement and Attention metrics.
two discussion tables only for Research Partners and Sponsors and Advisory Board members, for an active comparison between the various parts of the supply chain on the following topics:
- Audio and Video Strategy: Digital Audio, Advanced Tv, online Videos, and DOOH;
- Data evolution in the new privacy oriented scenario.

three public conferences (one in March and two in June) to present Research results, with round table debates and keynotes delivered by leading players of the Digital Media sector:
- the March event specifically focused on Out Of Home (OOH) and Digital Out of Home (DOOH);
- first June event focused on Tv 2.0;
- final event in June on the Internet advertising market and AI opportunities.

Become a supporter of the Internet Media Observatory

The Internet Media Observatory is supported by several sector partner and sponsor companies. Take part in the Research, access Observatory exclusive data before anyone else, network with companies and qualified experts and gain visibility in our events.

For more information please contact Denise Ronconi (email: denise.ronconi@polimi.it).

Giuliano Noci

Scientific Officer

Andrea Rangone

Scientific Officer

Denise Ronconi

Research Director

Nicola Spiller

Research Director

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16 Oct 2023

Reports

Advertising beyond digital boundaries: the age of media convergence Advertising beyond digital boundaries: the age of media convergence

Internet Media 110.00 €

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05 Mar 2021

Videos

Programmatic advertising and Data Companies Programmatic advertising and Data Companies

Internet Media 90.00 €

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Supporters

Over 500 companies each year choose to support research and participate in the activities of the Digital Innovation Observatories, entering into direct contact with the decision makers of the corporate, institutional and academic world. Become our partner!

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For further information, collaboration and support requests for the other researches of the Internet Media Observatory, please contact Denise Ronconi (email: denise.ronconi@polimi.it)

Internet Media

The Digital Media market between advertising and content, the behavior of users connected on different devices and the development of new digital media narrated through Research data of the Internet Media Observatory of the Politecnico di Milano.