Internet advertising internet advertising revenue 2009 is doubled despite crisis
The Internet advertising revenue has doubled in Spain over the past three years, from 310.5 million from 2006 to 654,1 million in 2009, according to the survey of investment in digital media, “this Wednesday has presented the Interactive Advertising Bureau (IAB-Spain).
Despite the economic downturn, digital media raised their ad revenue last year by 4.9%, compared with 20.9% drop experienced by all the media (was 23.1 in the case television and 22.1 in the case of newspapers).
The 654.1 million of revenue, 2009 place the network as the third means of advertising investment, Behind TV (2.368,4 million) and Journals (1,174). With these results, the Internet is already a 11.64% of the total advertising pie.
Sponsored links on search engines received an investment of 356.41 million euros (54.5% of total digital media), an increase of 9.85% compared with 2008. Meanwhile, graphic formats recorded an investment of 297.74 million euros, remaining stable compared to previous year (-0.35% investment).
Formats usedThe investment division “search” and sponsored links unchanged in 2009 compared to 2008, indicating a growing confidence of advertisers in graphical formats, the authors of the report, which also worked PricewaterhouseCoopers. The largest sectors of investment in marketing interactive media in 2009 were Transport, Travel & Tourism (14.26% of total), Telecommunications (13.29%), Automotive (11.44%), Media, Education and Culture (9.34% ) and Finance (7.19%).
Major advertisers on Internet graphic formats for the major investment sectors were Vueling, Vodafone, Peugeot, ECAC and ING.
In relation to the model of “pricing” used in recruitment advertising of graphic formats, 65.7% of the budget was marketed under the model of cost per thousand impressions (CPM), compared to 21.4% depending on results. Other models (time, fixed positions …) agglutinated 13% of the investment.
With respect to graphics used advertising formats, Banners, buttons, stamps and skyscrapers cornered 51.44% of the investment, sponsorships or 8.25% fixed sections, while the “email marketing” reached 6.8% and formats and floating down the 4.9%. Furthermore, 16% of revenue for integrated formats and formats contained deployable floating creativity that used enriched or video formats.
The mobile Internet advertising accounted for 0.53% of total investment in digital media in 2009, with a total of 3.48 million euro. Grew 29% in the second half of 2009 compared to the first half of the year (1.52 versus 1.96 million euros).