Webgains has launched its affiliate platform in Italy. The network is bringing along a number of brands including Nike, Burberry and British Airways to a rapidly expanding digital advertising market.
Italy’s suffering market is well-known. The country saw its credit score cut by Moody’s in July and its stocks have roller-coastered since, as the European Central Bank does its best to save one of Europe’s more ailing economies.
Digital advertising in Italy has been bucking the country’s wider financial trend. During 2011 the Italian market was valued at €1.2 billion by the IAB. The number of companies investing in online advertising rose by 107% according to Zenith Optimedia, which means Italy is Europe’s fourth highest online ad spender.
Competing with established networks
Webgains is clearly launching into this, its tenth country, to have a piece of that healthy digital advertising pie. The company will be hoping its brands help it stand shoulder-to-shoulder with the bigger networks already well-rooted in Italy such as Zanox and Tradedoubler.
Managing Director of Webgains, Robert Glasgow, drew attention to the country’s struggles and how the pay per performance model provides advertisers with a less risky alternative.
“The shifting economic landscape across Europe has placed increasing significance on the performance marketing model,” he said. “Launching in the Italian market now gives our premium brands the opportunity to develop genuine pan-European strategies to benefit from this low risk advertising model.”