Digital media advertising investment study 2023
Posted: Thu Jan 23, 2025 5:34 am
IAB Spain has presented the 2023 Digital Media Advertising Investment Study, sponsored by Adevinta Spain and adjinn and prepared in collaboration with PwC. This is a study that IAB Spain has been carrying out since 2002 with the aim of sharing with the industry a global vision of digital advertising investment in the Spanish market.
According to the study, Advertising Investment in Digital afghanistan whatsapp lead Media will grow by 10% in 2022, exceeding €4.5 billion. The distribution by disciplines is as follows: Display without Social Media (€1,091.5M), Social Media (€1,278.9M), Search (€1,575.3M), Classifieds (€307M), Digital OOH (€101.7M), Digital Audio (€75M), Influencers (€63.9M) and Connected TV (€39.8M).
The digital channel already accounts for 60% of total media investment . Automated contracting models (Programmatic Investment, Search and Social Networks) account for 72.3% of total investment in digital media, experiencing a slight reduction, thus interrupting their upward trend.
The increase in investment in Connected TV (318.4% vs 2021) and Digital OOH (45% vs 2021) stands out. The Influencers discipline, in its first year within the total figure of the study, reaches €63.9M, increasing by 22.8% compared to 2021.
The most active sectors in 2022 in terms of digital investment have been: Institutions (11.3%), Automotive (8.8%) and Distribution (8.7%). Meanwhile, the top 3 advertisers by investment in 2022 were: Telefónica, BBVA, PSA Groupe, Government of Spain and Santander.
According to the study, Advertising Investment in Digital afghanistan whatsapp lead Media will grow by 10% in 2022, exceeding €4.5 billion. The distribution by disciplines is as follows: Display without Social Media (€1,091.5M), Social Media (€1,278.9M), Search (€1,575.3M), Classifieds (€307M), Digital OOH (€101.7M), Digital Audio (€75M), Influencers (€63.9M) and Connected TV (€39.8M).
The digital channel already accounts for 60% of total media investment . Automated contracting models (Programmatic Investment, Search and Social Networks) account for 72.3% of total investment in digital media, experiencing a slight reduction, thus interrupting their upward trend.
The increase in investment in Connected TV (318.4% vs 2021) and Digital OOH (45% vs 2021) stands out. The Influencers discipline, in its first year within the total figure of the study, reaches €63.9M, increasing by 22.8% compared to 2021.
The most active sectors in 2022 in terms of digital investment have been: Institutions (11.3%), Automotive (8.8%) and Distribution (8.7%). Meanwhile, the top 3 advertisers by investment in 2022 were: Telefónica, BBVA, PSA Groupe, Government of Spain and Santander.