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

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

IAB Spain, Advertising association, marketing and digital communication in Spain, just presented the data of the Digital Media Advertising Investment Study2018, developed in collaboration with consultancy PwC, con un total de 1.972 millions of euros, figure that includes investment in Desktop and Mobile (1.858 Me), DooH (60,9 Me), Native and Branded content (43,1 Me), Online audio (6,5 Me) and Connected TV (2,8 Me), with a growth in the 13,5% relative to 2017.

Digital advertising represents a penetration of the 34,3% 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%); great distribution (10,9%); beauty, hygiene and cosmetics (9,2%); food and drinks (8,4%) and banking (7,6%).

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

For its part, connected television has recorded an investment in 2,8 millions of euros, con una cuota de mercado respecto a la inversión total del 0,1%, bearing in mind that in 2017 investment data was not included in this category. Online audio data, analyzed in this study for the fourth year, Reached 6,5 millions of euros, with a 0,3% market share.

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

For Bethlehem Acebes, Chief Operating Officer of IAB Spain, "the objective of this study is to give an overview of advertising investment in digital media, responding to market needs. That's why, this year for the first time we give native advertising data and Branded content, Classifieds and even dare to give an estimate of the investment data in Influencers. It's a trend study, and even if concrete data are provided, the main objective lies in assessing and analyzing the health of each discipline of digital marketing".

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