IAB Spain is the representative body for the digital advertising, marketing and communications sector in Spain. It has been present for over 15 years through its international network in 45 countries. IAB Spain conducts annual studies on key topics such as digital advertising investment, mobile marketing, and e-commerce to provide reference data for the sector. Recent studies show that mobile purchases are growing rapidly in Spain, with 11% of Spanish smartphone users having made a purchase via their device in the past month. Retail is undergoing disruption from Internet, mobile, and social media, with customers now expecting omnichannel, customized, and gamified shopping experiences.

1. El mercado
español en cifras:
Publicidad, Uso
del Mobile y
Ecommerce
Chechu Lasheras Abril
@chechulasheras

2. IAB Spain es el representante
y promotor del sector de la publicidad,
marketing y comunicación digital
en España, y supone
la mejor defensa de los intereses
de los agentes de este mercado
IAB Spain

3. Beneficios de la red internacional
Presente en 45 países desde hace más de 15 años
IAB USA: 1996
IAB Europe: 1998
IAB Spain: 2000
IAB Spain: Red Internacional

4. • Impulsar el crecimiento de la
inversión en comunicación y
publicidad digital en España
CUANTITATIVO
• Estandarizar, regular y
fomentar las prácticas en el
sector
CUALITATIVO
• Ser la voz del sector digital
ante la administración
REPRESENTACIÓN
IAB Spain: objetivos

5. Objetivos – Cómo lo hacemos
COMISIONES INVESTIGACIÓN EVENTOS
FORMACIÓN LEGAL
LOBBYINTERNACIONAL OTROS
IAB Spain: servicios
ESTANDARIZACIÓN

6. Detalle de nuestros servicios
• Inversión en Publicidad Digital
• Inversión Comunicación Digital
• Mobile Marketing
• Redes Sociales y Usuarios
• Digital Signage
• Marcas en Medios Sociales
• eCommerce
• TV conectada y Vídeo Online
• Medios de Comunicación
• Radio Online
• Video
• Coches Conectados
• Infografías
• Libros Blancos
• Estándares
• Guías de buenas prácticas
Estudios y documentos de referencia del sector:
IAB Spain: Investigación
IAB Spain realiza anualmente estudios de referencia para el sector de la
Publicidad y la Comunicación Digital.

8. IAB Spain: Estudio Inversión Publicidad Digital 2013

9. IAB Spain: Estudio Inversión Publicidad Digital 2013

10. IAB Spain: Estudio Inversión Publicidad Digital 2014
IAB Spain cambia de metodología preguntando a las agencias de medios para
la edición del 2014. Esto es debido a que las agencias tienen la información
más completa de la inversión en publicidad.

12. IAB Spain: Estudio Mobile Marketing 2014

13. IAB Spain: Estudio Mobile Marketing 2014

14. IAB Spain: Estudio Mobile Marketing 2014

15. IAB Spain: Estudio Mobile Marketing 2014

16. IAB Spain: Estudio Mobile Marketing 2014

17. IAB Spain: Estudio Mobile Marketing 2014

18. IAB Spain: Estudio Mobile Marketing 2014

19. IAB Spain: Estudio Mobile Marketing 2014

20. IAB Spain: Estudio Mobile Marketing 2014

21. INSIGHTS • IDEAS • RESULTSINSIGHTS • IDEAS • RESULTS
E-Commerce

22. Content:
© 2014. Proprietary and confidential. | p 22
Sales
E-Shoppers
Average spend
Online purchases
Forecast 2013-2015
E-COMMERCE LANDSCAPE HOW ARE E-SHOPPERS? KEY TRENDS
E-Shopper
profile
Method of
payment
Online
purchases
Top Ecommerce
Sites
Frequency
Mobile
Omnichannel
Showrooming
Social
Customization
Gamification
CUSTOMER-CENTRIC
M-Ecommerce

23. % of total sales
UK, Germany and France have concentrated 63%
of all sales in the Western Europe in 2013.
© 2014. Proprietary and confidential. | p 23
32%
+14% vs 2012
UK
GERMANY
SWEDENNORWAY
Total= $308.94 (bill.)
+12% vs 2012
FINLAND
WESTERN
EUROPE
Source: eMarketer, January 2014.
DENMARK
14%
FRANCE
+10% vs
2012
SPAIN
6%
+10% vs 2012
18%
+9% vs
2012
4%
+12% vs 2012
4%
+13% vs 2012
3%
+16% vs
2012
4%
+4% vs 2012
ITALY
5%
+17% vs 2012
Sales

24. 70% of internet users in Western Europe have made
at least one purchase online or via mobile in 2013.
© 2014. Proprietary and confidential. | p 24
SPAIN
FRANCE
UK
ITALY
GERMANY
SWEDEN
NORWAY
DENMARK
FINLAND
2013 Inc. 2013 vs 2012
Source: eMarketer, January 2014.
% of Internet users
E-Shoppers
87% +5%
81% +6%
79% +5%
76% +4%
75% +3%
68% +4%
67% +6%
55% +8%
44% +9%
NETHERLANDS
74% +4%
WESTERN EUROPE 70% +6%
2
3
4
5
6
7
8
9
10

25. UK has been the country with the highest spending per e-shopper.
Clothes, travel & holiday: most common online purchases in Europe.
© 2014. Proprietary and confidential. | p 25
Average spend
Sales
Source: Ecommerce Erope, 2013 (period: 2012).
Online
purchases
E-Shoppers
€1,234
€ 864
SPAIN
EUROPE
UK
€ 2,466
NORW
AY
€ 2,100
Source: Eurostat, 2013 (period: 2012).
Inc. 2012 vs 2008
UK SWED
EN
LUXEMB
OURG
Top Countries by type of online purchases
Europa Spain
51% 21% 60% 47%
+52% +133%Clothes & Sports
goods
32% 14%
+50% +100%Food &
Groceries
9% 6%
+21% +57%Books/
Magazines
23% 11%
2012
Europa Spain
+52% +40%Travel & Holiday 32% 28%

26. Italy and Spain will lead increase in sales and
digital buyers in forecast 2013-2015.
© 2014. Proprietary and confidential. | p 26
+27% +15%
SPAIN
+21% +6%
FRANCE
+24% +5%
UK
+31% +17%
ITALY
+15% +4%
GERMANY
SWEDEN
+23% +8%
NORWAY
+25
%
+2%
= Sales (+21%)
= E-Shoppers (+7%)
FINLAND
+8%+7%
WESTERN
EUROPE
Source: eMarketer, January 2014.
+20% +3%
DENMARK
Inc. 2015 vs 2013
Forecast

27. 2 out of 10 European smartphone users have
purchased goods/services via their device ever in
month.
© 2014. Proprietary and confidential. | p 27
Via Mobile
E-
Shoppers
Source: Comscore Mobilens (3 month average ending Feb 2014), Audience: age 13+
SPAINEUROPE FRANCIAALEMANIA ITALIA
Smartphone users (,000)
Accessed Online
Retail in a month (%)
Purchased goods or
services in a month (%)
Top 3 types of G/S
Purchased (%)
19%
242.641
13%
5%
4%
4%
UK
61.386
22%
13%
5%
4%
4%
26%
49.755
18%
7%
4%
4%
19%
48.000
16%
6%
5%
5%
11%
47.500
8%
3%
2%
2%
14%
36.000
11%
3%
3%
3%
Clothing/access. Books Consumer electr. Groceries Tickets

28. Italy and Spain have been the fastest growing markets
with a growth rate of +60% smartphone users accessing
retail sites on their mobile.
© 2014. Proprietary and confidential. | p 28
Via Mobile
E-Shoppers
Source: Comscore Mobilens (3 month average ending Feb 2014 vs Feb.2013), Audience: age 13+
SPAINEUROPE FRANCIAALEMANIA ITALIA
Accessed Online
Retail in a month
(%)
+39%
UK
+33% +27% +63% +38% +62%
Inc. 2014 vs
2013
Purchased goods
or services in a
month (%)
+29%+42% +34%+45% +58% +45%
Top of G/S
Purchased (%)
+54%
Clothing/access. Books Consumer electr. Groceries Tickets
+59%+53% +37%+38% +34%

29. 54% of Spanish Internet users are E-Shoppers:
(last 6 months)
© 2014. Proprietary and confidential. | p 29
53%-I.102
U-UM 36% -
i.110
MM 45% - i.99
LM-L 19% - i.87
14-24 17% -i.99
6 out of 10 are
working (i.107)
47%-I.98
25-34 26% -i.112
35-44 24% -i.102
45+ 35% -i.92
E-Shopper profile
Method of payment
Frequency
Source: TGI.net 2ª wave 2013
Universe: Pop.14+ have accesed to Internet in last year (26,714,000)=I.100
Pay Pal
53%
(+4% vs 12)
Vouchers
8%
C/D card
76%
(-1% vs 12) 53% (1-4 times) 41% (5 + times) 6%
Occasional Frequent N/A
28%
29%
18%
+255%
vs 12
+130%
vs 12
+83%
vs 12
Holiday/Travel
Clothes/Jewellery/Shoes
Books
Mobile phone/accessories
51%
37%
23%
20%
Tickets27%

30. 11% of Spanish smartphone users have purchased
goods/services via their device (ever in month).
© 2014. Proprietary and confidential. | p 30
58%-I.117
13-24 17% -i.122
65% are working (i.125) and half of them
have an university degree (I.121).
42%-I.83
25-34 26% -i.151
35-44 24% -i.113
45+ 33% -i.69
Profile
Frequency
59% 28% 13%
Once to three
times a month
At least
once a week
Almost
every day
33%
41%
25%
+62% vs
13
+10%
vs 13
+7%
vs 13
Consumer electronics
Clothes/Accessories
Books
Daily deals/discount coupons
31%
30%
22%
18%
Tickets27%
Source: Comscore Mobilens (3 month average ending Feb 2014 )
Universe: Pop.13+ (36,000,000)=I.100
Spanish E-Shoppers: vía mobile (3,935,000).

31. Retail is at a reset moment thanks to the
disruption that the Internet, mobile phones and
social media are all bringing to the shopping
experience:
© 2014. Proprietary and confidential. | p 31
CUSTOMER-CENTRIC VIEW
Omnichannel
Customization
Gamificatio
n
Real Time
Mobile
Showrooming effect
Social

32. Muchas gracias
Chechu Lasheras Abril