Internet consolidates in Spain as the second medium in advertising investment
Posted: Sat Dec 07, 2024 9:01 am
Investment in digital advertising is consolidated as the second largest medium in terms of investment, with €885.7 million, behind television. These are some of the conclusions reached by the study of total advertising investment in digital media in 2012 presented today by IAB Spain , the association that represents the advertising, marketing and digital communication sector in Spain.
The data on digital advertising investment in 2012 on the Internet are the sum of the data on investment in the Internet plus that of Mobile. On the one hand, investment in the Internet has been 370.1 M€ (56.9%) in display and 488.7 M€ (43.1%) in search. On the other hand, investment in Mobile has risen to 27 M€, a figure that shows a breakdown of 21.6 M€ (80%) in display and 5.4 M€ (20%) in search.
Investment in digital advertising continues benin email list to rank second in relation to investment in other (conventional) media, only surpassed by investment in television advertising (39.2%). Investment in the Internet has stabilised in 2012
Search continues its upward trend of the last 5 years with a 7% increase compared to 2011.
Automotive , finance and telecommunications and technology are the three sectors that invest the most in display, accounting for 34% of the total. They are followed by the transport, travel and tourism sector, which invests 9.1%.
Procter & Gamble and El Corte Inglés are the brands that are most heavily investing in digital. In 2012, Groupon, a brand naturally linked to the medium, made a strong entry. Vodafone, meanwhile, stands out, leading the ranking of advertisers in Mobile and in third position on the Internet.
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The CPM (Cost per Thousand) pricing model remains the most widely used, with 58% of its use, although it has fallen by 5.4% compared to 2011. In second place, with 12.9%, is remuneration based on results, followed by CPC (Cost per Click), with 7.9%. The “other” model is worth mentioning, with 6.4% of its use, with the majority being CPV (Cost per View).
For the first time in this edition of the study, the investment in Digital Signage has been analysed, revealing a figure of €3.7 million, a significant figure that brings us to similar values for Mobile in 2009.
The data on digital advertising investment in 2012 on the Internet are the sum of the data on investment in the Internet plus that of Mobile. On the one hand, investment in the Internet has been 370.1 M€ (56.9%) in display and 488.7 M€ (43.1%) in search. On the other hand, investment in Mobile has risen to 27 M€, a figure that shows a breakdown of 21.6 M€ (80%) in display and 5.4 M€ (20%) in search.
Investment in digital advertising continues benin email list to rank second in relation to investment in other (conventional) media, only surpassed by investment in television advertising (39.2%). Investment in the Internet has stabilised in 2012
Search continues its upward trend of the last 5 years with a 7% increase compared to 2011.
Automotive , finance and telecommunications and technology are the three sectors that invest the most in display, accounting for 34% of the total. They are followed by the transport, travel and tourism sector, which invests 9.1%.
Procter & Gamble and El Corte Inglés are the brands that are most heavily investing in digital. In 2012, Groupon, a brand naturally linked to the medium, made a strong entry. Vodafone, meanwhile, stands out, leading the ranking of advertisers in Mobile and in third position on the Internet.
You may also be interested in: Buy YouTube views
The CPM (Cost per Thousand) pricing model remains the most widely used, with 58% of its use, although it has fallen by 5.4% compared to 2011. In second place, with 12.9%, is remuneration based on results, followed by CPC (Cost per Click), with 7.9%. The “other” model is worth mentioning, with 6.4% of its use, with the majority being CPV (Cost per View).
For the first time in this edition of the study, the investment in Digital Signage has been analysed, revealing a figure of €3.7 million, a significant figure that brings us to similar values for Mobile in 2009.