Advertising Investment in Digital Media Grows 9%

During the past year, advertising investment in digital media grew by 9%.


During the past year, advertising investment in digital media grew by 9%. These figures place total investment in this type of environment at 31% of the total advertising “pie”, which is close to the total of conventional media such as TV, to which a share of 38.9% belongs.

“Investment in advertising in digital media increases by almost 10 percentage points from 2016 to 2017.”

The data, published by IAB Spain, show that the total investment in digital advertising in our country was 1,708 million euros in 2017. This increase represents a penetration of 31% of total advertising investment, placing this type of advertising on the second place, only behind the television.

The sectors in which more has been invested have been automotive (25.3%), retail (10.5%) and food and beverages (9.8%), and the brands that most invested were El Corte Inglés, Grupo Vaesa and Renault.

Another new feature is the increase in multi-device campaigns, which are around 90%. This means that advertising campaigns are designed thinking of mobile phones, tablets and computers at the same time, instead of focusing only on a single device.

The advertising that is shown based on searches made by users, known as “search”, is the advertising in which most is invested. It constitutes 51% of the total investment, which is 871 million euros.

The display advertising, that is, the one that is displayed in the form of banners, is in second place. This variant occupies 80% of the investment in conventional formats, and takes 35.5% of the total investment in digital advertising in all its formats.

Finally, audiovisual advertising accounts for 10% of digital advertising investment in our country, with In Stream formats being the most used (73.6%) compared to Out Stream (26.3%).

On the other hand, the investment in Digital Signage, which represents 2.7% of the total, has increased by 60% compared to the previous year, which is a very significant increase. This type of advertising consists of the emission of digital content through screens, touch panels or totems, which are usually located near the point of sale.