Since 2008, advertising on the Internet has tripled in value in Italy.

Last year, it absorbed 30% of investments in communications amounted to 2.4 billion euro, and in twelve months, the turnover has risen by 9%.
From 2013, when advertising revenues in the beautiful country has bottomed out 7 billion euro, the web has continued to grow.
And, as the data Center 's internet media at the Milan Polytechnic, has become the second channel after television.
Unlike traditional means, such as the cathode ray tube, radio and print media, the internet and it can be measured in detail.
Those planning an advertising campaign in the network, in theory, has the tools to see if his message was delivered to the right recipient, and especially if it's been successful.
That is if generated sales, focus on the brand, feedback from the client.
"Today in Italy, 46% of impressions are not seen," says Fabrizio Angelini, chief executive of Sensemakers - Comscore Italy, company that deals with web analytics.
Impressions are announcements, and about half do not jump to the eye of the user.
The ratio of ads seen and unseen is improved, because a few years ago it was 54% of the impressions to remain out of focus.
"But this is dispersed investment," warns Angelini.
Impressions are categorized as opportunity to see.
Translated, is the possibility that the message is seen.
And how much time is needed to consider a visa message?
In just a few seconds.
On the mobile, for example, the Media council rating, which is the international body that establishes metrics for the media, lays down two conditions for considering an ad visible.
One is the number of pixels: at least 50% must be in the clear.
The second is the time: one second for an image, two seconds for a video.
The evolution of the use of the internet to mobile desktop (Table Sensemakers - Comscore Italy) In March Nextplora, advertising consultancy agency, has analyzed 12 billion impressions in Italy during 2016 and calculated that 54% is seen for ofmore than one second and 36% for more than five seconds.
The attention improves but, as warns the CEO of Nextplora, Andrea Giovenali, "the challenge of the coming months will be to raise the threshold of visibility over ten seconds, that our experience is the value beyond which the message is remembered and the campaign generates real results for companies. "
Standard metrics, therefore, have thresholds too low for success.
In this way most of the messages seems to reach the goal, even though in reality that advertising will not track in the prospect's memory.
"Another mantra of online campaigns has been the engagement," says Angelini.
Engage the user into clicking on the banner to send to the portal of the company and the product.
Amara surprise though.
"The correlation between clicks on banners and sales is bad," says the CEO of Comscore Italy.
It means that an increase in ad activity there has been a return on purchases, indeed, the company sold less.
Guilt of the 'ad blocking, ie the tools that constrain advertising?
Quite the contrary.
"The ad blocker slows the delivery, so it has no impact on spending for the campaign," says Angelini.
It has impact, however, on the possibility of reaching the target of lively web.
That is to say that 13% of users who have installed systems in Italy to stop the storm of publicity.
"He is a young person, technologically advanced and active", adds the expert.
The field is still free on the mobile, where ad blocker are marginal and where you are moving the mass of users (9.3 million in April only those sailing from smartphones, compared to 8.6 using your desktop only) and, consequently, investment.
For Angelini, however, "the ad blocking could also stimulate quality operators".
Posts Less, but better.
The distribution of frequencies (Table Sensemakers - Comscore Italy) The distribution of content is another bug in the online advertising system.
Today, 75% of users see only 23% of the ads, while 33% of the besieged posts 0.8% of Internet users.
So most of those who surf sees little advertising and a small club, on the contrary, is submerged.
"Up to 15-20 per person exhibitions are witnessing an increase in the effectiveness of the message, beyond which the attention span decreases," says Angelini.
And in this undergrowth flowers non-human traffic.
instructed to pose as a customer Software watching advertising.
Traffic fake, then.
"The average level in Italy is still contained in the order of 1.16%, but is increasing," warns Angelini.
Comscore has controlled 107 publishers in the last quarter of 2017 and found that on the portals of 14 of them suspicious traffic exceeded 5%.
Luca Sepe, founder of Shaa video platform to engage the customer may want to "enter into the elements spot actionche call to invite to deepen the product or brand.
Opt for a more clicks towards the purchase or service, that no additional 2-3 seconds of a video course "he notes.
The Polytechnic has estimated that the network video advertising has picked up half a billion euro.
"This is the format that the last year has grown the most in absolute terms," says Andrea Lamperti, director of the university observatory.
"In 2017 a further growth of around 35% is expected."
A third of investments passes on mobile: 706 million euro in Italy at the end of 2017 is expected to exceed one billion share.
But plan investments on the amount of time a user spends on a device or on a platform could be a real parameter only in part.
And the smartphone proves it.
"Two-thirds of the time spent on the Internet are now moving on," notes Angelini.
"The 90% is spent on five app, the first of which is WhatsApp.
The only one not monetize. "

From Wired