Spending on digital advertising in Spain jumped 21% in 2015 capturing 25% of the overall market, up from 22.9% a year earlier, according new research. The data, from IAB Spain and PWC, indicates that while desktop advertising still accounted for the vast majority of spending, mobile advertising grew by 82% over the period. Digital platforms [...]

Spending on digital advertising in Spain jumped 21% in 2015 capturing 25% of the overall market, up from 22.9% a year earlier, according new research.


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The data, from IAB Spain and PWC, indicates that while desktop advertising still accounted for the vast majority of spending, mobile advertising grew by 82% over the period.
Digital platforms neared 25% of the total invested by the Spanish advertising industry in 2015, half of which went on linear TV says the report.
The digital sector ranked second in the overall advertising market and was worth EU1.30bn in 2015, of which desktop spending totalled EU1.17bn and mobile EU78.4m.
Spending on digital signage totalled EUR 35.6m, followed by online audio at EU4.6m and, included for the first time in the survey, connected TVs at EU1.2m.
In the desktop segment, search-based revenues accounted for 47% of spending compared to 34% on display-based advertising while in mobile, search took 47% of spending and display 44%.
Automotive companies invested the most in digital advertising, at 33% of the total, and technology and communications groups accounted for 10%.
“2015 has been a good year for digital advertising. It has to be highlighted that online platforms are increasing total investment share within the media industry,” said Antonio Traugott, general manager, IAB Spain.