IAB Spain: e-commerce gains amid robust digital investment | WARC | The Feed

IAB Spain: e-commerce gains amid robust digital investment

The IAB, with the professional services firm PwC, has mapped the shape of digital ad investment in Spain over 2020, a year in which the country became one of the hardest hit in the pandemic, and in which the e-commerce sector gained significant ground.

Why it matters

Hit hard by the pandemic and playing catch up on digital relative to some other European markets, the IAB’s study into online ad spend in Spain points to a healthy market buoyed by strong new brands.

Details

• A total of more than €3 million went to digital media in Spain in 2020, representing a 3.8% drop. When compared to the total -18.4% decline in the total Spanish ad market, its digital scene has proven especially resilient.
• The IAB registers a defined turn toward performance marketing in the investment figures, part of a broader need to bring in short term results in a downturn.
• Programmatic and other automated systems have strengthened their position versus direct, with a 5.9 percentage point increase on 2019.
• The top three digital advertisers were PSA, the French car manufacturer, Amazon, and France Telecom.
• Per Adjinn data in the report, the ‘distribución’, or e-commerce sector saw the largest increase in share of voice (SoV) with 13.6% in 2020 up from 6.1% in 2019.

Double digit growth

A handful of formats saw double digit growth in the pandemic year:

• Influencers up 27.3% versus 2019.
• Affiliate marketing up 20.3% vs. 2019.
• E-Sports up 19.1% versus 2019.

Sourced from IAB Spain, WARC