Advertising investment in digital media grows 9% in 2017
IAB Spain, the Association of advertising, marketing and digital communication in Spain, today presents data from the Digital Media Advertising Investment Study (total 2017), prepared in collaboration with PwC. The total investment data in digital advertising in 2017 was 1,708 million euros, including investment in Desktop and Mobile (1,656.6 million euros), Digital Signage (45.7 million euros) and Audio Online (5, € 8 million), which means a growth of 9.1% with respect to 2016. (In the edition of this year, the connected TV data has been rejected due to low representativeness in the sample).
It should be noted that digital advertising represents a penetration of 31% compared to the total advertising investment, a rise of 2pp compared to the previous year, consolidating its second position in the media ranking and shortening distance with respect to 38.9% of the TV. The most active sectors in 2017 were Automotive (25.3%), Retail (10.5%) and Food and Beverages (9.8%). And the three advertisers by investment order were El Corte Inglés / Hipercor, Grupo Vaesa and Renault / Dacia.
Advertising investment in Desktop and Mobile has reached € 1,656.6 million distributed in € 608.2 million in Display (97%), € 871.6 million in Search (51%) and € 176.8 million in Video (10 ,3%). Increase the investment of the multi-device campaigns and lower the exclusive Desktop and exclusive Mobile campaigns: Around 90% of the campaigns are planned in Desktop and Mobile together, specifically, Display (88.3%), Video (88, 7%) and Search (91.2%). Only in Desktop, Video is the one with the highest investment percentage, with a 8.2% share, followed by Display (7.07%) and Search with 4.30%. As for Mobile alone, Display campaigns represent 4.63%, Search (4.53%) and Video (3.07%).
Display accounts for € 608.2 million (35.5%), with conventional advertising representing 80% of the total investment, compared to 20% for Premium formats and it has remained stable in these values since 2014. Regarding programmatic purchases, in Desktop and Mobile the programmatic purchase supposes 21.2% while the negotiated one 78.8%.
Regarding advertising investment in Video, it represents 10.3% of the total investment with 176.8 M €. The In Stream formats (preroll, postroll, and overlays) reach 73.6% compared to the format) OutStream (inbanner, in-read, in-test, video skin, video take over …), which is the 26th, 3% of the investment. As for Search, it reaches € 871.6 million representing 51% of the investment in digital media.
This is the fifth year that this study provides the Digital Signage investment data. This figure reaches 45,697 M € and a market share with respect to the total investment of 2.7%, considering a growth of almost 60% compared to 2016, a very significant figure. For the third time, advertising investment data is shown in Audio Online, reaching € 5.8 million, which represents a 0.3% market share.
For Belén Acebes, Director of Marketing and Research at IAB Spain, “The complex ecosystem of digital advertising makes it increasingly difficult to have a controlled digital ad investment data. But I think the effort is worthwhile and to continue with the methodology using the sample of digital agencies and to complement with the data of the means with the agreement of Market Monitoring, leads us to give a consolidated data of digital investment. And this data shows that digital advertising is in good health. ”