While many European broadcasters have seen ad revenues fluctuate over the past few years amid turbulent macroeconomic conditions, MFE – MediaForEurope has bucked this trend in Italy, delivering consistent growth since 2022. Paola Colombo, Chief Digital Officer at MFE Advertising, says that cross-device measurement has helped on this front, demonstrating reach across all platforms. The fact that MFE sells inventory across a range of channels outside of TV, including radio, digital, and digital out-of-home, also boosts the total reach which it’s able to offer advertising partners.
In this interview Colombo discusses progress in measurement in the Italian market, as well as MFE Advertising’s self-serve ad platform for small and medium-sized enterprises (SMEs). Filmed in Cannes.
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