Informe IAB Spain: advertising investment in digital media grew by 13,5% in 2018

Investment in DooH reached 60,9 million euros and represents a market share with respect to the total advertising investment of the 3,1%.

IAB Spain, advertising association, marketing and digital communication in Spain, has just presented the data of the Advertising Investment Study in Digital Media2018, prepared in collaboration with the consulting firm PwC, con un total de 1.972 million euros, figure that includes investment in Desktop and Mobile (1.858 M€), DooH (60,9 M€), Native y Branded content (43,1 M€), Audio online (6,5 M€) and Connected Television (2,8 M€), with a growth of 13,5% regarding 2017.

Digital advertising represents a penetration of 34,3% regarding the total advertising investment, which translates into an increase of more than three percentage points compared to the previous year (31%). The most active sectors in 2018 have been automotive (23,7%); large distribution (10,9%); beauty, hygiene and cosmetics (9,2%); food and drinks (8,4%) and banking (7,6%).

The investment in DooH, represented in this report by six companies, has reached 60,9 million euros and represents a market share with respect to the total investment of the 3,1%.

For your part, connected television has recorded an investment of 2,8 million euros, con una cuota de mercado respecto a la inversión total del 0,1%, taking into account that in 2017 Investment data was not included in this category. Online audio data, analyzed in this study for the fourth year, they reached 6,5 million euros, with a 0,3% of market share.

This is the first year that the study provides data on investment in native advertising, that with a market share of 2,2% has reached 43,1% million euros.

For Belén Acebes, operations director of IAB Spain, “The objective of this study is to give an overview of advertising investment in digital media, responding to market needs. For this reason, This year for the first time we give data on Native Advertising and Branded content, of Classifieds and we even dare to give an estimate of the investment data in Influencers. It is a trend study, and although specific data is provided, “The main objective lies in assessing and analyzing the health of each discipline of digital marketing.”.