Digital signage already represents an advertising investment of 3,7 million euros

According to the study of advertising investment in digital media total year 2012 that IAB Spain has presented, Investment in digital advertising is consolidated as the second medium in investment with 885,7 millions of euros behind television.

Investment in digital advertising is consolidated as the second medium in investment with 885,7 millions of euros behind television. This is some of the conclusions reached by the study of advertising investment in digital media total year 2012 which he presented today IAB Spain, the association that represents the advertising sector, marketing and digital communication in Spain.

Investment data in digital advertising in 2012 an Internet, are the sum of Internet investment data plus Mobile data. On the one hand, investment in the Internet has been 370.1 million (56.9%) on display and 488,7 million (43.1%) in search. On the other hand, investment in Mobile has amounted to 27 million, figure showing a breakdown of 21,6 million (80%) on display and 5,4 million euros (20%) in search.

Investment in digital advertising continues to rank second compared to investment in other media (conventional), only surpassed by investment in television advertising (39,2%). It occurs during 2012 a stabilization of Internet investment

Search continues its upward trend of recent 5 years with a 7% increase with respect to 2011.

automotive, finance and telecommunications and technology are the 3 sectors that invest the most in display, and they assume the 34% of the total. They are followed by the transportation sector, travel and tourism, that invests a 9,1%.

Procter & Gamble and El Corte Inglés are the brands that are most committed to digital. In 2012 Groupon enters with great force, brand naturally linked to the environment. For your part, highlights Vodafone, which leads the ranking of advertisers in Mobile and is in third position on the Internet.

The CPM pricing model (Cost per Thousand) remains the most widespread with a use of 58%, although it falls a 5,4% regard 2011. In second position with a 12,9%, remuneration by results is placed, followed by CPC (Cost per Click), with a 7,9%. It is worth highlighting the “others” model, with a use of 6,4%, considering the majority CPV (Cost per view).

Mobile and digital signage

For the first time in the edition of this study, The investment in Digital Signage has been analyzed, revealing a figure of 3,7 million euros, significant data that leads us to similar values ​​of Mobile in 2009.

Investment in Mobile increases by 68% regarding investment in 2011, experiencing similar increases in the first and second half of 2012 compared to the same periods of the previous year.

For your part, display formats, concentrate the greatest investment (80%) in front of 20% search. Search engines double their investment and graphic advertising shows an increase in 61% regarding the year 2011.

Regarding the sectors that invested the most in 2012 a Mobile, automotive highlights with 23,9% and telecommunications and technology with a 21%.

According to Antonio Traugott, General Director of IAB Spain “The data confirms the Internet not only as the second medium, but as a solid and consolidated path in a panorama of falling advertising. Mobile continues its notable rise and highlights the appearance of new options such as Digital Signage, which we will continue to hear about this year”.

Download the full IAB Spain Report, here.