These are the estimates of investment in digital media for 2022
Posted: Mon Jan 06, 2025 6:45 am
This morning, IAB Spain presented the 2nd wave of the 2022 Digital Media Advertising Investment Study at an online meeting, an annual analysis that has been carried out for two decades. This 2nd wave includes investment data up to last August, as well as the forecast for the rest of the year.
The aim of this report is to provide the advertising industry with an insight into the state of the sector. It has been produced in collaboration with PwC and sponsored by Adjinn.
Mikel Lekaroz, CEO of Adbibo Technologies by Next14 and president of IAB Spain, said during egypt number data the presentation: “It is a study that has become a national reference,” he says. “We live in a context of uncertainty and this makes it difficult to make estimates and predictions.”
For her part, Belén Acebes, Director of Operations, said that, in general terms, a growth range of 6% to 12% is expected for the last quarter of the year.
According to the September 2022 update by IAB Spain and PwC, investments in Display will vary between -3% and 2%. This is the category with the least encouraging outlook. Within it, a reduction in investment is expected in Display Non Video .
For the Video category (also within Display), the estimate is between 7% and 12% growth. Branded Content is recovering: it has not yet reached pre-pandemic levels and is growing between 0% and 5%. Native Advertising increases its forecasts between 21% and 26%.
Investment in social media is growing, making it one of the media in which the most investment will be made towards the end of the year. It is also growing steadily. In Search , investment is also expected to grow by between 10% and 15%. It is one of the media that has been least affected by the pandemic. These segments maintain their leadership in digital investment for another year.
Digital outdoor advertising or DOOH is also growing very markedly, between 40% and 50% . But Connected Television is undoubtedly the category that is growing the most of all digital media: the expected investment is between 230% and 260%.
The aim of this report is to provide the advertising industry with an insight into the state of the sector. It has been produced in collaboration with PwC and sponsored by Adjinn.
Mikel Lekaroz, CEO of Adbibo Technologies by Next14 and president of IAB Spain, said during egypt number data the presentation: “It is a study that has become a national reference,” he says. “We live in a context of uncertainty and this makes it difficult to make estimates and predictions.”
For her part, Belén Acebes, Director of Operations, said that, in general terms, a growth range of 6% to 12% is expected for the last quarter of the year.
According to the September 2022 update by IAB Spain and PwC, investments in Display will vary between -3% and 2%. This is the category with the least encouraging outlook. Within it, a reduction in investment is expected in Display Non Video .
For the Video category (also within Display), the estimate is between 7% and 12% growth. Branded Content is recovering: it has not yet reached pre-pandemic levels and is growing between 0% and 5%. Native Advertising increases its forecasts between 21% and 26%.
Investment in social media is growing, making it one of the media in which the most investment will be made towards the end of the year. It is also growing steadily. In Search , investment is also expected to grow by between 10% and 15%. It is one of the media that has been least affected by the pandemic. These segments maintain their leadership in digital investment for another year.
Digital outdoor advertising or DOOH is also growing very markedly, between 40% and 50% . But Connected Television is undoubtedly the category that is growing the most of all digital media: the expected investment is between 230% and 260%.