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IAB Spain , the advertising, marketing and digital communication association in Spain, has present its 2024 Digital Mia Advertising Investment Study , sponsor by Adevinta and adjinn and prepar in collaboration with PwC . As stat in the study, in 2023, investment in digital mia advertising in Spain exces 4.97 billion euros, growing by 9.8% compar to 2022 and 20.8% compar to 2021.
This growth is mainly driven
A by the increase in categories such as Connect TV, Digital Audio and Influencers, as report by the association in a press release sent to the mia after the presentation of the study today, Wnesday, February 28, 2024.
The study also concludes that the digital channel already accounts for 61.7% of recent mobile phone number lead investment in total mia and that automat contracting models (Programmatic Investment, Search and Social Networks) have experienc a slight ruction compar to the data obtain in 2022 (72.3%), now accounting for 71.3% of total investment in digital mia.
Following this news, we recommend reading this one about the Top Digital Trends 2024 report by IAB Spain.
More results from the 2024 Digital Mia Advertising Investment Study
The Digital Mia Advertising Investment Study is a work 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. It offers investment results for 2023, as well as an investment forecast for 2024.
New this year is the inclusion of Brand Content as an independent category, which a brochure several months before seriously looking is remov from the total Display calculation. In addition, the Retail Mia discipline has been incorporat into the study for the first time, broken down as an appendix.
“The IAB Spain Study of Advertising Investment in Digital Mia is, without a doubt, a reference for our industry. We are living through a period of many changes with cookieless, the rise of areas such as Retail Mia or Generative Artificial Intelligence cg leads and the transformation towards a more sustainable business model.
