IAB Spain report: H1 2016 digital ad spend
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The H1 2016 digital ad spend study by IAB Spain reveals a significant increase in total digital ad spending, reaching €754.7 million, a 24.4% rise compared to H1 2015. Key areas of growth include display advertising (+20.58%) and mobile advertising (+39.3%), with programmatic ad spending also seeing an increase of 25.6%. The study highlights the ongoing trend of digital media investment, as gathered from the participating media agencies.
IAB Spain report: H1 2016 digital ad spend
- 1. DIGITAL AD SPEND H1 2016 RESULTS DIGITAL AD SPEND STUDY H1 2016 RESULTS
- 2. DIGITAL AD SPEND H1 2016 RESULTS 1. METHODOLOGY DIGITAL AD SPENDH1 2016 RESULTS
- 3. DIGITAL AD SPEND H1 2016 RESULTS ObjectivesMethodology • This study, carried out annually by IAB Spain since 2002, has as its main objective provide a trend report about media buying and give an investment figure for the digital advertising industry. • This study is conducted based on the data provided by media agencies. These data have been collected following a strict confidentiality agreement signed by PwC with participants of this study. • PwC has made the integration of data provided by the participants of this study. This added information has been provided to IAB for its processing and analysis.
- 4. DIGITAL AD SPEND H1 2016 RESULTS Technical datasheetMethodology • Selection Method From databases owned by IAB, an invitation was sent to participate • Type of questionnaire Structured (closed questions) • Study type Tracking with bianual periodicity to a panel companies. • Universe Media agencies associated and not associated with the IAB. • Sample profile H1 2016: 9 participating companies (agency groups)
- 5. DIGITAL AD SPEND H1 2016 RESULTS 2. RESULTS DIGITAL AD SPENDH1 2016 RESULTS
- 6. DIGITAL AD SPEND H1 2016 RESULTS H1 2015 H1 2016 Total Digital Ad Spend H1 2016Results DATA IN MILLIONS OF EUROS +24,40% 606,7€ 754,7 € 754,7 € TOTAL DIGITAL AD SPEND H1 2016 MILLIONS OF EUROS
- 7. DIGITAL AD SPEND H1 2016 RESULTS 272.407 € 311.176 € 328.459 € 344.783 € Display ( Display only + Video) Search Results +20,58% +10,80% 272,4€ 328,5€ 311,2€ 344,8€ H1 2015 H1 2016 Total Digital Ad Spend H1 2016 DATA IN MILLIONS OF EUROS
- 8. DIGITAL AD SPEND H1 2016 RESULTS Total Display Ad Spending H1 2016 DISPLAY DISPLAY VÍDEO VÍDEO 328,5 € TOTAL DISPLAY AD SPENDING (DISPLAY + VIDEO) H1 2016 Results 272.407 € 328.459 € H1 2015 H1 2016 MILLIONS OF EUROS +20,58% 272,4€ 328,5€ DATA IN MILLIONS OF EUROS
- 9. DIGITAL AD SPEND H1 2016 RESULTS H1 2015 H1 2016 Total Display Ad Spending H1 2016 328,5 € TOTAL DISPLAY AD SPENDING (DISPLAY + VIDEO) H1 2016 Results MILLIONS OF EUROS +20,58% 272,4€ 328,5€ 48,2€ VIDEO DISPLAY only 224,2€ DISPLAY Only 259,6€ 68,8€ VIDEO +15,80% +42,80% DATA IN MILLIONS OF EUROS
- 10. DIGITAL AD SPEND H1 2016 RESULTS Total Search Ad Spending H1 2016 344,8 € TOTAL SEARCH AD SPENDING H1 2016 H1 2015 H1 2016 Results MILLIONS OF EUROS +10,80% 311,2€ 344,8€ DATA IN MILLIONS OF EUROS
- 11. DIGITAL AD SPEND H1 2016 RESULTS Total Mobile Ad Spending H1 2016 45,2 € TOTAL MOBILE AD SPENDING H1 2016 H1 2015 H1 2016 Results MILLIONS OF EUROS +39,30% 32,5€ 45,2€ DATA IN MILLIONS OF EUROS
- 12. DIGITAL AD SPEND H1 2016 RESULTS Total Programmatic Ad Spending H1 2016 DISPLAY DISPLAY VÍDEO VÍDEO 49,3 € TOTAL PROGRAMMATIC AD SPENDING H1 2016 H1 2015 H1 2016 Results MILLIONS OF EUROS +25,60% 39,3€ 49,3€ DATA IN MILLIONS OF EUROS
- 13. DIGITAL AD SPEND H1 2016 RESULTS Total Programmatic Ad Spending H1 2016 VÍDEO VÍDEO H1 2015 H1 2016 VIDEO VIDEO Results 31,1€ 8,2€ 12,3€ 36,9€ DISPLAY DISPLAY +25,60% 39,3€ 49,3€ +19,03% +50,51% 49,3 € TOTAL PROGRAMMATIC AD SPENDING H1 2016 MILLIONS OF EUROS DATA IN MILLIONS OF EUROS
- 14. DIGITAL AD SPEND H1 2016 RESULTS Display Ad Spending H1 2016Results 14,25% PROGRAMMATIC H1 2016 85,75% NEGOTIATED H1 2016
- 15. DIGITAL AD SPEND H1 2016 RESULTS Results 17,92% PROGRAMMATIC H1 2016 82,08% NEGOTIATED H1 2016 Video Ad Spending H1 2016
- 16. DIGITAL AD SPEND H1 2016 RESULTS Belén Acebes Marketing & Research Director [email protected] Coral Mozas Marketing & Research Executive [email protected]