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Last week happened in Rome – for the first time – the IAB Italia forum. The association belonging to Interactive Advertising Bureau. The mother association founded in 1996 represents over 375 leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the continuing growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. In Italy the organization reached over 100 members including Jetix Europe Srl and Irregular Strategy Media -Gruppo CEPU.

IAB Italia after 10 years from its birth, doubles its annual appointment enlarging from Milan to Rome, the Roman events didn’t add a lot to the Milan event in term of content, the location has been added to be closer to South and Central member and advertising and media companies.

An important annouce has been given during the conference: the birth of Audiweb. Following the Press release of last 8 April show the partecipation of Italian market leader such as Nielsen Online, Doxa.

Unfortunately few words during the event about mobile advertising, all the adverts was related to Internet part of the advertising, due to the effort to convince agencies and big spenders to increase their 3% of global funds dedicated to the Internet, mobile side of the world still missing.

Referring to the last year numbers presented the investement in Advertising in Italy passed globally from 5,432 to 5,492 M€ with an increase of 1.1%, instead the Internet part of the story increased from 115 to 165 M€ with an increase of  42.9%.

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