Iab spain presents the 2021 digital media advertising investment study

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IAB Spain has presented its 2021 Digital Media Advertising Investment Study , sponsored by adjinn and prepared in collaboration with PwC. This is a study that IAB Spain has been carrying out since 2002 with the aim of sharing with the industry a global vision of digital advertising investment in the Spanish market.

According to the study, in 2021, advertising investment in digital australia whatsapp lead media in Spain exceeded €4,000 million (€4,069.4 million), which translates into a growth of 34.4% compared to 2020 and 29.2% compared to 2019.

In 2021, pre-pandemic investment levels have been widely exceeded, however, not all modalities have performed in the same way. Social Networks and Search have led this increase in investment. For their part, Connected TV and Digital Audio have consolidated their growth with increases of 55.3% and 62.6% respectively.

The three most active sectors in terms of digital investment were: Automotive (9.1%), Distribution (8.9%) and Institutions (8%). The three main advertisers by investment were: Telefónica, Renault-Nissan-Mitsubishi and El Corte Inglés.

As a new feature this year, the study includes data on the distribution of programmatic investment by purchasing model in the different disciplines.