Online video ads top investment growth within the Spanish digital advertising market, which increased by 21% between 2014-2015.
Digital advertising drew €1.29 billion during 2015, according to a report from the Interactive Advertising Bureau (IAB) and PWC. The desktop segment is still gathering most of this with €1.17 billion, but mobile screens (€78 million), digital signage (€35.6 million) and smart TVs (€1.2 million) are beginning to appeal to advertisers.
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.
Along with changing consumer behaviour, the sector is finding new ways to display advertising. For desktop screens, traditional banners still gathered €439 million, but the industry spent over €117 million on video ads, up 68% on the previous year.
The same trend is seen across mobile screens, on which video ads gathered nearly 10% of the total invested. The research also found that there is more budget for advertising via mobile Web than on apps.
“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.