Digital signage reaches a 2,7% participation in investment in digital advertising in Spain
Data from the study prepared by IAB Spain, in collaboration with PwC, show that investment in digital advertising grew by 9,1%, with an increase of 60% del digital signage.
Investment in digital advertising in 2017 was located in 1.708 million euros, and 9,1% more than in the previous year, with desktop and mobile at the head of it (1.656,6 million euros), followed far by the digital signage sector (45,7 million) and online audio (5,8 million euros), according to data collected by the Advertising Investment Study in Digital Media prepared by the association IAB Spain, in collaboration with the consultant PwC.
As Belén Acebes points out, marketing and research director of IAB Spain, “The complex ecosystem of digital advertising makes it increasingly difficult to have controlled investment data.”, but I think the effort is worth it. Using the basic methodology of digital agencies, along with media data with Market Monitoring agreement, leads us to give consolidated data on digital investment, which denotes that digital advertising is in good health”.
According to the IAB Spain study, Digital advertising has a penetration of 31% with respect to the total advertising investment, an increase of two points compared to 2016, with the automotive sectors (25,3%), retail (10,5%) and food and beverages (9,8%) as the most active.
Investment in digital signage, which for the fifth consecutive year is included in this study, was located in 45.697 million euros, with a market share of 2,7 and a growth of almost 60% regarding 2016.
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