Investment in online advertising in Spain grew by 14.4% in the first quarter
Posted: Mon Jan 06, 2025 4:09 am
Investment in digital media in Spain during the first half of 2011 amounted to 431.95 million euros, which means an increase of 14.4% compared to the same period of the previous year. These are figures from the Interactive Advertising Bureau .
The Internet is consolidated as the third advertising medium in Spain by investment volume with 15.6% of the total, preceded only by Television (43.9%) and Newspapers (16.8%), in an environment in which the set of conventional media in Spain in the first half of 2011 decreased by 4.8% (data from IAB Spain prepared with information from Infoadex).
Display catches up with Search
Investment in Search (sponsored links) amounted to 216.6 million euros (+10.4% compared to S1 2010), while that dedicated to Display (graphic formats) was 215.4 million euros (+18.8% compared to S1 2010). Thus, investment in graphic formats ( Display ) and search engines ( Search ) on the Internet is equal for the first time since 2008.
The level of investment concentration in the ten main Internet platforms has fallen by 12 percentage points in just three years, and during the first half of the year was 72.2% compared to 76.3% in the same period in 2010.
Main advertising sectors
In terms of revenue from advertiser activity, the sectors with the highest investment were Telecommunications (14.31%); Automotive (13.82%); Finance (9.79%). Transport, Travel and Tourism (8.85%) and Media, Education and Culture (7.33%). In relation to the first half of 2010, there was a new fall in the Transport, Travel and Tourism sector (10.2% in S1-2010) and a recovery in Finance, which moved from fifth to third position in terms of investment level.
Pricing model
In terms of marketing models, Cost per Thousand Impressions (CPM) remains the most common, accounting usa phone number list for 60.6% of sales transactions during the first half of the year. CPM is followed by negotiations based on Time or fixed spaces, which have increased by two percentage points compared to the same period in 2010 and account for 15.2% of total display advertising.
The results models (Cost per Lead, Cost per Action, etc.) have registered a reduction of 2.4 points compared to the first half of 2010 and represent 12.9% of the investment. Marketing based on cost per click (CPC) has not registered major variations compared to the previous year and represents 8.8% of the total.
51.29% of the formats sold during the period were Integrated (banners, buttons, skyscrapers, etc.), while Email marketing accounted for 8.93% and Sponsorships and fixed sections 7.42%. Floating and drop-down formats accounted for 5.59% of the total. As has happened in other European markets, the growth of video advertising ( spots , pre-mid-post roll and layers of advertising in the video player ) stands out, registering a 100% growth, representing 2.7% of the investment in Display formats .
The Internet is consolidated as the third advertising medium in Spain by investment volume with 15.6% of the total, preceded only by Television (43.9%) and Newspapers (16.8%), in an environment in which the set of conventional media in Spain in the first half of 2011 decreased by 4.8% (data from IAB Spain prepared with information from Infoadex).
Display catches up with Search
Investment in Search (sponsored links) amounted to 216.6 million euros (+10.4% compared to S1 2010), while that dedicated to Display (graphic formats) was 215.4 million euros (+18.8% compared to S1 2010). Thus, investment in graphic formats ( Display ) and search engines ( Search ) on the Internet is equal for the first time since 2008.
The level of investment concentration in the ten main Internet platforms has fallen by 12 percentage points in just three years, and during the first half of the year was 72.2% compared to 76.3% in the same period in 2010.
Main advertising sectors
In terms of revenue from advertiser activity, the sectors with the highest investment were Telecommunications (14.31%); Automotive (13.82%); Finance (9.79%). Transport, Travel and Tourism (8.85%) and Media, Education and Culture (7.33%). In relation to the first half of 2010, there was a new fall in the Transport, Travel and Tourism sector (10.2% in S1-2010) and a recovery in Finance, which moved from fifth to third position in terms of investment level.
Pricing model
In terms of marketing models, Cost per Thousand Impressions (CPM) remains the most common, accounting usa phone number list for 60.6% of sales transactions during the first half of the year. CPM is followed by negotiations based on Time or fixed spaces, which have increased by two percentage points compared to the same period in 2010 and account for 15.2% of total display advertising.
The results models (Cost per Lead, Cost per Action, etc.) have registered a reduction of 2.4 points compared to the first half of 2010 and represent 12.9% of the investment. Marketing based on cost per click (CPC) has not registered major variations compared to the previous year and represents 8.8% of the total.
51.29% of the formats sold during the period were Integrated (banners, buttons, skyscrapers, etc.), while Email marketing accounted for 8.93% and Sponsorships and fixed sections 7.42%. Floating and drop-down formats accounted for 5.59% of the total. As has happened in other European markets, the growth of video advertising ( spots , pre-mid-post roll and layers of advertising in the video player ) stands out, registering a 100% growth, representing 2.7% of the investment in Display formats .