Italy sees sharp decline in digital advertising activity in June

In June, Italy's digital advertising market contracted noticeably. AdReport recorded over 4,200 active advertisers and more than 7,300 display campaigns, representing a 16% drop in advertisers and a 21% reduction in campaigns compared with May. New or re‑activated advertisers fell about 17%, while newly launched campaigns slipped roughly 25%.

Big brands continued to dominate social promotion, with Conad and Action leading in sponsored posts and Amazon Italia Logistica topping LinkedIn impressions. Armani Beauty approached 9 million YouTube video views with a single ad. Across Facebook, Instagram and Messenger, more than 2,100 major brands generated nearly 68,000 sponsored posts, a modest decline of 5% in active brands and 12% in post volume. Image‑based creatives remained the preferred format over video.

The downturn illustrates a broader slowdown after May’s high activity, though promotional effort on social platforms stays intense.