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 School of Management of Politecnico di Milano.

Goals

Activities

Work Group

Objectives of the Observatory

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.