IAB Spain: investment in advertising in digital signage grows by 11% in 2015

With an investment in digital advertising of 1.289,2 million euros in 2015, and 21% more than the previous year, the IAB Spain advertising investment study in digital media, in collaboration with PWC, reveals the increase in investment in video (65,6%) and programmatic purchasing (86,4%), and includes for the first time data on investment in connected TV and online audio.

IAB Spain, advertising association, marketing and digital communication in Spain, has presented its 'Study of advertising investment in digital media', corresponding to the year 2015 and prepared in collaboration with PWC.

The total investment data in digital advertising in 2015 has been 1.289,2 million euros, figure that includes the investment broken down into desktop (1.168 million euros); mobile (78,4); digital signage (35,6); audio online (4,6) and connected TV (1,2 million), which means a growth of 21% compared to the previous year. Digital advertising, as highlighted in this study, represents a share of 25% regarding the total advertising investment, consolidating its second position in the media ranking.

This is the third year that the study provides digital signage investment data, that after reaching the 35,6 million euros in 2015 has increased by 11% compared to the previous year, with a market share with respect to the total investment of the 2,8%.

Desktop advertising investment has reached 1.168 million euros, that are distributed on display (439,2 million) and a growth of 34,06%; search (612,3) with an increase of 47,4%; and video (117,1) and a 9,08% more than in 2014. automotive, technology and telecommunications, and financial services and insurance are the three sectors that have invested the most in display, with a 44% of the total.

In programmatic purchasing there has been an increase of 9,35% of 2014 al 13,86% from last year, Although the majority of purchases in 2015 was negotiated, with a 86,14%. Investment in video continues to rise after reaching 117,16 million euros and representing the 11% investment display.

With an increase of 82% in 2015 compared to the previous year, investment in mobile has been at 78,4 million euros, in which display formats concentrate 34,8 millions of investment, in front of 36,5 search and 7,1 million euros in video.

According to the study data, more is invested in mobile web (69%) than in app advertising (31%). Regarding sectors, automotive (33%), others (17%) and technology and communication (10%) They are the ones who have invested the most in 2015 a display mobile.

The study does not have data on investment in native advertising, but through generalized market feedback, IAB expects a notable presence in 2016, closely linked to investment in content by advertisers.

Para Antonio Traugott, director general of IAB Spain, "definitely, 2015 It has been a good year for the digital advertising industry. It is very notable that the online sector has been the only medium to increase its market share in total advertising investment. “Advertisers are increasingly betting more on the digital medium and are willing to continue increasing their investments as professionals in the online sector are able to respond to their main needs.”