The advertising market in Italy
In 2025 advertising spend in Italy reached €9.6 billion, up 0.4% on 2024, according to Nielsen data. The web as a whole grew by 2.9%. In a market that is almost flat, what makes the difference is the quality of the idea and the choice of media.
€9.6 bn
advertising spend in Italy in 2025
+0.4%
growth compared with 2024
+2.9%
growth of the web as a whole
Source: Nielsen, advertising spend 2025.
Advertising and media services
We follow a campaign from goal to measurement: strategy, idea, formats, choosing and buying media, running the digital platforms and analysis. We can handle the whole process or part of it, for example only the planning or only the online campaigns.
- Advertising strategy. The campaign’s goal, audience, message and channels, starting from the positioning defined with marketing strategy.
- Creative concept. The idea behind the campaign and the messages it has to get across.
- Integrated campaigns. One idea carried across several media, online and offline, so each touchpoint reinforces the others instead of telling a different story.
- Adaptations. The formats for print, outdoor, radio, video and digital, produced with our graphic design work.
Copy, photo and video have their own pages: campaign copy is written with our social and content service, and photo and video are produced in-house by Production.
Media planning and media buying
- Media strategy. The role of each medium in the campaign: which build awareness of the brand, which bring visits, enquiries or sales.
- Media planning. Which channels to use, in which periods and with what budget for each.
- Media buying. We buy advertising space on the client’s behalf, following the media plan.
What is media planning?
Media planning is the work that turns a campaign’s goal and budget into a plan: which media to use (print, outdoor, radio, video, social, search), in which weeks, how often and how much of the budget to give each one. It starts from the audience to reach and sets in advance how the results will be measured.
What is the difference between media planning and media buying?
Media planning decides where, when and with what budget the campaign runs; media buying puts it into practice, booking and buying space from publishers, sales houses and platforms and checking that it is delivered as agreed. The first produces the media plan, the second the orders and the checks. In our projects we handle both together.
Digital advertising and performance
- Google Ads and Meta Ads campaigns. We set up and run campaigns on search engines and on social media such as Facebook and Instagram.
- Social advertising. Paid campaigns on the platforms where the brand’s audience is, with creative designed for each format.
- Search advertising. Ads on search engines to reach people who are already looking for the product or service.
- Display advertising. Banners and video formats on websites and apps, to build awareness of the brand or reach people who already know it.
- Performance marketing. Campaigns judged on measurable goals, such as enquiries or sales, with budget moved towards what works best.
- Lead generation and remarketing. Campaigns that collect enquiries and reach people who have already visited the site.
- Retargeting. Different ads depending on what people have already seen or done on the site, so the same message is not repeated over and over.
- Landing page strategy. The destination page for each campaign: what it has to say, which action to ask for, how it connects to the ad. We design and build the pages with our web and digital service.
Offline and video advertising
- Outdoor (OOH). Posters and billboards in cities, stations, airports and busy places.
- Digital out-of-home (DOOH). Digital screens in the same places, with messages that can change by time of day or location.
- Print. Pages and special formats in daily papers and magazines, general or trade.
- Radio. Spots and special initiatives on the national or local stations the campaign’s audience listens to most.
- Video advertising. Spots for TV, video platforms and social media, in the formats and lengths each medium requires.
Measurement and optimisation
- Conversion tracking. We set up GA4 and the platforms’ pixels to measure enquiries and sales.
- Campaign analytics. One view of the results across all media, read against the goals set before launch.
- A/B testing. Two versions of an ad, a piece of copy or a page compared to see which works better, one variable at a time.
- Analysis and optimisation. Indicators set before launch and tracked during and after the campaign, to improve the next one.
Advertising & Media projects
We have handled campaigns and media planning for Locanda Italia, HC9 and Boston, as part of full communication projects that started from the marketing strategy and the brand identity.
What you get
- The campaign strategy: goal, audience, message and the role of each medium.
- The creative concept and the campaign messages.
- Adaptations for print, outdoor, radio, video and digital.
- The media plan: channels, periods and budget for each.
- Media buying and checks that the space is delivered as agreed.
- Campaigns on social networks and search engines.
- Conversion tracking set up before launch.
- An analysis of the results against the indicators set before launch, with proposals for the next campaign.
When you need it
- You are launching a product or a brand and need to make it known.
- You have an advertising budget and want to know where to spend it.
- Your campaigns are running but you do not know what they are delivering.
- You already run online campaigns but get few enquiries, or the wrong ones.
- You want to add outdoor, radio or print to your digital campaigns and keep everything consistent.
Who it is for: companies that already have a clear positioning and audience (or define them with Marketing Strategy) and need to reach it.
Advertising and media FAQ
It’s deciding where, when and how often a campaign is seen: which media to use, in which periods and with what budget for each. The goal is to reach the right audience while spending as efficiently as possible.
It depends on the audience and the goal. Digital lets you measure precisely and target, while print, outdoor and radio help build broad awareness. Often the best solution combines both.
Yes. We design the creative and content for social campaigns and plan them on the platforms that best fit the brand’s audience.
Before launch we define the metrics, such as reach, clicks, leads or sales. During and after the campaign we track them and use the data to improve the next campaigns.
It depends on the audience you want to reach, the media and the duration. The budget for ad space and the creative work are two separate items, and it’s worth thinking about them separately: you can also start with a small campaign, measure it and then scale it up.
Write to us through the contact form or at info@magnetmilano.it with the campaign’s goal, the audience, the timing and a rough idea of the budget. The first step is always a conversation to understand whether and how it makes sense to run it.
It is the set of campaigns judged on measurable results, such as enquiries, sales or requests, rather than on visibility alone. It relies on well set-up conversion tracking, continuous testing of ads and pages, and moving budget towards what performs best. It works best alongside the campaigns that build the brand’s awareness.
They describe the same idea: showing ads to people who have already been in contact with the brand, for example by visiting the site or watching a video. In common use the two terms are synonyms; only habits differ. What matters is controlling frequency and changing the message according to what the person has already seen.
OOH (out-of-home) is traditional outdoor advertising: posters and billboards in cities, stations and busy places. DOOH (digital out-of-home) uses digital screens in the same places, so the message can change by time, day or location and several creatives can rotate. The choice depends on the audience, the locations and the length of the campaign.