Italy loves mobile ads

With 20 million smartphones in Italy and an increase of 52% compared to 2010 (Nielsen, Q1 2011), smartphones are radically changing interactions between businesses and consumers. However, most companies have not yet adapted their digital strategy for the mobile world. This is why two weeks ago we gathered more than 700 executives and developers from the mobile ecosystem in Italy for Think Mobile in Milan.

Partner panel with Citroen, Wind, Unicredit, Fiat and Digitouch sharing their mobile strategies at Think Mobile Italy.

During the panel on mobile strategies, several partners highlighted the fact that you need to be mobile ready now. Vittorio Veltroni, General Director, Digital Division, at Mondadori states that mobile is no longer a space for experiments for the industry. For Fiat, Maurizio Spagnulo, Marketing Communication Director, clarifies that mobile gives them the opportunity to be close to their customers 24/7.

For mobile advertising, Italy leads globally with Italians having a high awareness of mobile ads; 72% of Italian smartphone users notice mobile advertising with search engines and video websites having the highest advertising recall (Ipsos GmbH & TNS Infratest). In addition, half of these users actually perform an action after seeing the ad. On an overall level, Italy has one of the highest acceptance rates of mobile ads by users with 37% open to receiving ads on their smartphone.

Italy with highest acceptance of mobile ads

M-commerce is already a reality in Italy; 23% of smartphone owners said they had already made a purchase via mobile and Italy together with Japan are among the major markets globally with highest expected increase in mobile purchase in the next 12 months. As innovative developers are key to driving m-commerce, at Think Mobile we hosted specific sessions to grow the local developer community with more than 250 Italian mobile developers attending. To promote mobile app creation, we launched the Guide to the App Galaxy in Italian with a local case study from Il Meteo.

Are you ready to go mobile in Italy? Find out how to with the presentations and videos from Think Mobile Italy.

Posted by Frank Albert Coates, Product Marketing Manager, Mobile Ads & Dario Mancini, Country Head Mobile Sales Italy

Italy loves mobile ads
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