IAB Spain Digital Ad Spend 2017 Report

DIGITAL AD SPEND 2017
#IABInversión
DIGITAL AD SPEND
2017 full year results

#IABInversión
INDEX
I. Methodology
• Objectives
• Basis of Analysis
• Technical datasheet
• Representativeness
• Sample Profile
• Participants
II. Results
• Media overview
• Advertisers ranking
1. Desktop & Mobile
Display
• Pricing
• Ad format
• Device
• Procurement
Video
• Pricing
• Ad format
• Device
• Procurement
Search
• Device
2. Digital Signage
3. Digital Audio
III. International Analysis
IV. Conclusions
V. Trends

#IABInversión
I. Methodology
• Objectives
• Basis of Analysis
• Technical datasheet
• Representativeness
• Sample Profile
• Participants
#IABInversión
2017DIGITAL AD SPEND

#IABInversión
Methodology Objectives
Objectives
• This study, which has been carried out annually by IAB Spain since
2002, has as its main objective to provide the digital advertising
industry with a report on media buying trends and to give an
investment figure.
• This study is carried out on the basis of data provided by media
agencies. These data have been compiled following a strict
confidentiality agreement signed by PwC with the participants of the
study.
• PwC aggregated the data provided by the study participants. This
aggregated information has been provided to IAB for its treatment
and analysis.

#IABInversión
Methodology Basis of Analysis
Basis of Analysis
• For the calculation of investment percentages by sector, pricing model,
format, procurement model and publisher, an extrapolation is made of the
data provided by the participants in order to obtain total investment data on
the Internet.
• The investment in Desktop, Mobile, Digital Signage and Digital Audio is
obtained from the sum of:
• Controlled investment: provided by the study participants. Includes
Display, Search and Video advertising for the Desktop and Mobile,
Digital Signage and Digital Audio sections.
• Estimated investment: a figure estimated by IAB based on the Market
Monitoring panel of publishers on the ad buying that is managed by
the advertiser directly with the publisher without the media agency
intervening.

#IABInversión
Methodology Technical datasheet
Technical datasheet
• Sample
o DESKTOP & MOBILE:
 13 Display participants
 13 Video participants
 13 Search participants
o DIGITAL SIGNAGE
 6 participants
o DIGITAL AUDIO
 9 participants
• Study type
Tracking with biannual periodicity to panel of
companies.
• Universe
Media agencies associated and not
associated to IAB Spain.
• Selection method
From databases owned by IAB, an invitation to
participate was sent.
• Type of questionnaire
Structured (closed-ended questions).

#IABInversión
Methodology Representation – Desktop & Mobile
o Display DESKTOP & MOBILE:
- Pricing: 100%
- Ad formats: 100%
- Commercialisation Model
(programmatic/negotiated):100
%
- Type of programmatic: 73,51%
- Device: 100%
Representativeness of the data
(The percentage of
data
representativeness
indicates the
proportion
between the
reported
investment in each
category (pricing,
formats, etc.) and
the total
investment
reported for the
media-type of
advertising (e.g.
Desktop-display).
o Video DESKTOP & MOBILE:
- Pricing: 80,38%
- Ad formats (Instream video,
Instream display, Outstream):
100%
- Commercialisation Model
(programmatic/negotiated):
100%
- Type of programmatic: 65,08%
- Device: 100%
o Search DESKTOP & MOBILE:
- Device: 100%

#IABInversión
Sample Profile Participating companies
DESKTOP & MOBILE: 13 companies
DIGITAL SIGNAGE: 6 companies
DIGITAL AUDIO: 9 companies
Basis for study: 13 participating companies

#IABInversión
Participants Media agencies

#IABInversión
• Desktop & Mobile
• Digital Signage
• Digital Audio
II. Results
Media overview
#IABInversión

#IABInversión
Results Total digital ad spending 2017
TOTAL DIGITAL
AD SPENDING
*Data in millions of euros
DIGITAL AD SPEND

#IABInversión
Results Ad spend distribution in media
Source : Infoadex / IAB Spain 2017
• * DeskTop + Mobile + Digital Signage + Digital Audio+ Connected TV until 2016
• In 2017 data does not include investment in connected TV
TV
NEWSPAPERS
RADIO
OUT-OF-HOME
MAGAZINES
CINEMA
MILLIONS OF EUROS
SUNDAY
SUPPLEMENT
GROWTH %
2016 to 2017

#IABInversión
Results
Representation of the media according to ad spend
2017
* Desktop + Mobile + Digital Signage + Audio Online
Fuente : Infoadex / IAB Spain 2017
Magazines
Radio
Newspapers
Out-of-Home
TV
Cinema
Sunday supplement

#IABInversión
Advertisers Digital ad spending by activity of the advertiser
Source : Market Monitoring 2017

#IABInversión
Advertisers Ranking digital advertisers
Source : Market Monitoring 2017

#IABInversión
TOTAL DIGITAL
AD SPENDING

#IABInversión
Comparative annual total digital ad spend
*Previous methodology (sample: publishers)

#IABInversión
1. Desktop & Mobile
2. Digital Signage
3. Digital Audio
II. Results

#IABInversión
TOTAL DIGITAL
AD SPENDING

#IABInversión
Results DESKTOP & MOBILE
Distribution of digital ad spend by device
Question: Of the advertising investment NET in Desktop & Mobile divide the investment Percentage Desktop vs. Mobile
ONLY ONLY

#IABInversión
Results DESKTOP & MOBILE - Display
TOTAL DIGITAL
AD SPENDING

#IABInversión
Results DESKTOP & MOBILE - Display: Ad formats
Question: Of the NET advertising investment in Mobile & Display, divided according to the pricing models used.
Premium ad formats (Brand days,
IAB Rising Starts…)
Display standard (Banner, megabanner,
skyscrapper…)

#IABInversión
Results DESKTOP & MOBILE - Video
TOTAL DIGITAL
AD SPENDING

#IABInversión
Results DESKTOP & MOBILE - Video: ad formats
Question: From Desktop & Mobile's NET advertising investment - Video - divide percentage by format type.

#IABInversión
Results DESKTOP & MOBILE
Comparative Programmatic Buying: Display and Video
Question: From the NET advertising investment in Desktop & Mobile- divide Percentage of Negotiated Purchase vs. Programmatic Purchase.
Progammatic

#IABInversión
Results DESKTOP & MOBILE - Search
TOTAL DIGITAL
AD SPENDING

#IABInversión
1. Desktop & Mobile
2. Digital Signage
3. Digital Audio
II. Results
#IABInversión

#IABInversión
Results DIGITAL SIGNAGE
TOTAL DIGITAL
AD SPENDING

#IABInversión
1. Desktop & Mobile
2. Digital Signage
3. Audio Online
II. Results
#IABInversión

#IABInversión
Results DIGITAL AUDIO
TOTAL DIGITAL
AD SPENDING

#IABInversión
III. International Analysis
#IABInversión

#IABInversión
Digital ad spending estimated by PwCen in the
rest of the world in 2017
251670
10,948
2,322
ChinaUKItalia
80,738
3,858
76,880
AustraliaSouth
Africa
USA Germany Russia Turkey Asian
Pacific
2,446
France Brasil MexicoEMEA
1,964 1,057
58,773
North
America
Canada
39,580
3,782
6,074 4,414
35,449
4,243
LatAm
Source: PwC Global Entertainment and Media Outlook 2018-2022
22%
34%
12%
32%
22%
34%
14%
28%
10%
24%
8%
25%
13%
27%
17%
44%
25%
33%
16%
26%
27%
8%
19%
35%
5%
35%
24%
51%
14%
19%
10%
18%
19%
22%
Digital investment (€ million) Weight of digital over total advertising investmentGrowth vs 2016

#IABInversión
International Analysis
Source: IAB USA

#IABInversión
Source: IAB USA

#IABInversión
Source: IAB Europe

#IABInversión
Source: IAB UK

#IABInversión
Source: SRI-France

#IABInversión
Source: BVDW

#IABInversión
Source: IAB Ireland

#IABInversión
Source: IAB Nederland

#IABInversión
Source: IAB Polska

#IABInversión
Source: IAB Turkey

#IABInversión
Source: IAB Australia

#IABInversión
IV. Conclusions
#IABInversión

#IABInversión
• Digital advertising spending in Spain grew by 9.1% compared to 2016 and stood
at 1,708.1 million euros. This figure includes investment in Desktop, Mobile,
DOOH and Digital Audio.
• Digital advertising spending now accounts for 31% of total investment in
conventional media, consolidating the second position and shortening the
distance to television.
• The digital medium is the medium that gains the most market share in total
advertising investment. The rest are down, except for cinema, which is slightly up.
CONCLUSIONS GENERAL OVERVIEW

#IABInversión
• Search (Desktop + Mobile) maintains the majority of investment with 51% compared to the rest with 871, 6
million euros. Display reduces its weight to 35.6%, dropping 2 pp compared to last year.
• The most active sectors in 2017 were Automotive (25.3%), Retail (10.5%) and Food and Drinks (9.8%).
• Investment in multi-device campaigns increased and exclusive Desktop (7.07%) and exclusive Mobile
(4.63%) campaigns fell. On the other hand, advertising in traditional formats accounts for 80% of the total
investment, compared to 20% in premium formats.
• The CPM pricing model is still the most used in Video. In Display, branding campaigns prevail (73.49%)
over performance (26.51%).
• The Programmatic Buying has not taken off yet. In Display it increases slightly to 21.2% and in Video it
decreases slightly to 15.2%.
CONCLUSIONS DESKTOP AND MOBILE

#IABInversión
• Investment in DOOH grows almost 60% and represents 2.7% of total digital
investment with 45,7% million euros.
• Digital Audio Online represents 0.3% of the total value of the digital advertising
investment with 5,8M€.
CONCLUSIONS DOOH AND DIGITAL AUDIO

#IABInversión
V. TRENDS
#IABInversión

#IABInversión
TRENDS GENERAL OVERVIEW
• Minimum growth in digital ad spending estimated at around 10% by 2018
• The programmatic buying is already expected to reach 25% of the total investment.
• Video will continue to be one of the main drivers of the digital sector and is
expected to increase by over 15%.
• Native advertising and Branded Content will continue to increase their weight within
the investment of advertisers.

#IABInversión
Jorge Planes – Manager
jorge.planes.trillo@es.pwc.com
Reyes Justribó – General Manager
reyes.justribo@iabspain.es
Belén Acebes – Marketing and Research Manager
belen@iabspain.net
#IABInversión

IAB Spain Digital Ad Spend 2017 Report

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Similar to IAB Spain Digital Ad Spend 2017 Report

Similar to IAB Spain Digital Ad Spend 2017 Report (20)

More from IAB Europe

More from IAB Europe (20)

Recently uploaded

Recently uploaded (20)

IAB Spain Digital Ad Spend 2017 Report