Digital ad spending in Spain grew 9.1% in 2017 to €1,708.1 million, with digital now accounting for 31% of total media spending. Search maintained the majority at 51% while display dropped to 35.6%. The top spending sectors were automotive, retail, and food/drink. Investment increased in multi-device campaigns while desktop and mobile-only campaigns declined. Programmatic buying has not significantly increased, reaching 21.2% for display and 15.2% for video. DOOH grew almost 60% and digital audio was 0.3% of total digital spending. Trends indicate minimum 10% growth, programmatic reaching 25%, and video/native formats increasing share.

1. DIGITAL AD SPEND 2017
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DIGITAL AD SPEND
2017 full year results

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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

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

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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.

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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.

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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).

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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%

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

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Participants Media agencies

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• Desktop & Mobile
• Digital Signage
• Digital Audio
II. Results
Media overview
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DIGITAL AD SPEND 2017

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

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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

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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

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

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Advertisers Ranking digital advertisers
Source : Market Monitoring 2017

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

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Results Total digital ad spending 2017
Comparative annual total digital ad spend
*Previous methodology (sample: publishers)
*Data in millions of euros

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1. Desktop & Mobile
2. Digital Signage
3. Digital Audio
II. Results
DIGITAL AD SPEND 2017

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

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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

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Results DESKTOP & MOBILE - Display
TOTAL DIGITAL
AD SPENDING
*Data in millions of euros

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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…)

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Results DESKTOP & MOBILE - Video
TOTAL DIGITAL
AD SPENDING
*Data in millions of euros

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

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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

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Results DESKTOP & MOBILE - Search
TOTAL DIGITAL
AD SPENDING
*Data in millions of euros

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1. Desktop & Mobile
2. Digital Signage
3. Digital Audio
II. Results
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DIGITAL AD SPEND 2017

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Results DIGITAL SIGNAGE
TOTAL DIGITAL
AD SPENDING
*Data in millions of euros

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1. Desktop & Mobile
2. Digital Signage
3. Audio Online
II. Results
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DIGITAL AD SPEND 2017

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Results DIGITAL AUDIO
TOTAL DIGITAL
AD SPENDING
*Data in millions of euros

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III. International Analysis
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DIGITAL AD SPEND 2017

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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

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International Analysis
Source: IAB USA

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Source: IAB USA
International Analysis

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Source: IAB Europe
International Analysis

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Source: IAB Europe
International Analysis

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Source: IAB UK
International Analysis

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Source: IAB UK
International Analysis

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Source: IAB UK
International Analysis

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Source: SRI-France
International Analysis

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Source: SRI-France
International Analysis

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Source: BVDW
International Analysis

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Source: IAB Ireland
International Analysis

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Source: IAB Nederland
International Analysis

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Source: IAB Nederland
International Analysis

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Source: IAB Polska
International Analysis

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Source: IAB Turkey
International Analysis

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Source: IAB Australia
International Analysis

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Source: IAB Australia
International Analysis

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IV. Conclusions
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DIGITAL AD SPEND 2017

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• 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

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• 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

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• 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

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V. TRENDS
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DIGITAL AD SPEND 2017

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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.

56. DIGITAL AD SPEND 2017
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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
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DIGITAL AD SPEND 2017