{"id":168646,"date":"2023-02-22T13:24:43","date_gmt":"2023-02-22T12:24:43","guid":{"rendered":"https:\/\/ipmark.com\/?p=168646"},"modified":"2023-02-22T13:42:27","modified_gmt":"2023-02-22T12:42:27","slug":"inversion-medios-digitales-espana-crece-en-2022","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=168646","title":{"rendered":"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022"},"content":{"rendered":"<p><strong>La inversi\u00f3n en medios digitales contin\u00faa su ascenso. En 2022, los anunciantes destinaron un 10% m\u00e1s a los medios digitales en Espa\u00f1a, superando los 4.500 millones de euros de inversi\u00f3n. Por medios, destacan los crecimientos vistos en televisi\u00f3n conectada y exterior digital (DOOH), del orden de un 318,4% y 45%, respectivamente.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan los datos publicados en el Estudio de Inversi\u00f3n Publicitaria en Medios Digitales 2023, elaborado por IAB Spain en colaboraci\u00f3n con PwC y patrocinado por Adevinta Spain y Adjinn, en 2022 la inversi\u00f3n en publicidad en medios digitales en Espa\u00f1a se situ\u00f3 en los<strong> 4.533 millones de euros, un 10% m\u00e1s que en 2021, y un 49,7% m\u00e1s que lo destinado en 2020.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este mayor volumen de inversi\u00f3n gestionado en Digital ha originado a su vez que el medio haya ganado peso en el mix de medios nacional. Ya supone el <strong>60% de inversi\u00f3n total.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Respecto a los modelos de contrataci\u00f3n,<strong> crece la inversi\u00f3n program\u00e1tica, que ya supone el 34,7% de la distribuci\u00f3n de la inversi\u00f3n<\/strong>, frente al 72,3% que emplean un modelo de contrataci\u00f3n automatizada.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Crecimiento a triple d\u00edgito en CTV<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Por medios, B\u00fasqueda contin\u00faa acaparando el grueso de la inversi\u00f3n en Digital, con una partida gestionada de 1.575 millones de euros, un 9,1% m\u00e1s que en 2021. Le siguen Redes Sociales, con una inversi\u00f3n de 1.278,9 millones (+7,3%), y Display sin RRSS, con 1.091,5 millones (+6,5%).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Televisi\u00f3n conectada (CTV) ha sido, sin embargo, el medio digital que m\u00e1s inversi\u00f3n ha atra\u00eddo en 2022, al haber crecido la partida un 318,4% respecto a 2021<\/strong>. Seg\u00fan el estudio, este crecimiento se debe a la clara apuesta de los grupos audiovisuales por este formato y el lanzamiento de nuevos productos en HbbTV y crossmedia. En 2022, se destinaron al medio un total de 39,8 millones de euros.\u00a0<\/span><\/p>\n<div class=\"infogram-embed\" data-id=\"8901fa0a-2555-42a1-a2c6-c7f647250919\" data-type=\"interactive\" data-title=\"INVERSI\u00d3N MEDIOS DIGITALES 2022\"><\/div>\n<p><script>!function(e,i,n,s){var t=\"InfogramEmbeds\",d=e.getElementsByTagName(\"script\")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement(\"script\");o.async=1,o.id=n,o.src=\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\",d.parentNode.insertBefore(o,d)}}(document,0,\"infogram-async\");<\/script><\/p>\n<p><span style=\"font-weight: 400;\">Destaca tambi\u00e9n el incremento de la partida en <strong>Exterior Digital (DOOH), del orden de un 45% hasta los 101,7 millones de euros.<\/strong> Le sigue Influencers, presente por primera vez en el estudio, tras acaparar en 2022 un 22,8% m\u00e1s de inversi\u00f3n, alcanzando los 63,9 millones.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Previsi\u00f3n para 2023<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">De cara a 2023, desde IAB Spain estiman un crecimiento del presupuesto publicitario en medios digitales situado <strong>en el rango del 3%-8%<\/strong>. Televisi\u00f3n conectada volver\u00e1 a experimentar el mayor crecimiento, atrayendo entre un 30% y un 50% m\u00e1s; seguida de DOOH, con un 20%-30% m\u00e1s de inversi\u00f3n.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2022, la inversi\u00f3n en publicidad en medios digitales en Espa\u00f1a alcanz\u00f3 los 4.533 millones de euros, un 49,7% m\u00e1s que en 2020. <\/p>\n","protected":false},"author":29,"featured_media":168649,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[175,34],"class_list":["post-168646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-inversion-publicitaria","tag-medios-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022<\/title>\n<meta name=\"description\" content=\"En 2022, la inversi\u00f3n en publicidad en medios digitales en Espa\u00f1a alcanz\u00f3 los 4.533 millones de euros, un 49,7% m\u00e1s que en 2020.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=168646\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022\" \/>\n<meta property=\"og:description\" content=\"En 2022, la inversi\u00f3n en publicidad en medios digitales en Espa\u00f1a alcanz\u00f3 los 4.533 millones de euros, un 49,7% m\u00e1s que en 2020.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=168646\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2023-02-22T12:24:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-02-22T12:42:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-medios-digitales-crece-en-2022.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pilar Chac\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pilar Chac\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=168646#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=168646\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022\",\"datePublished\":\"2023-02-22T12:24:43+00:00\",\"dateModified\":\"2023-02-22T12:42:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=168646\"},\"wordCount\":408,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=168646#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/inversion-medios-digitales-crece-en-2022.jpg\",\"keywords\":[\"inversi\u00f3n publicitaria\",\"medios\"],\"articleSection\":[\"Marketing Digital\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=168646\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=168646\",\"name\":\"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=168646#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=168646#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/inversion-medios-digitales-crece-en-2022.jpg\",\"datePublished\":\"2023-02-22T12:24:43+00:00\",\"dateModified\":\"2023-02-22T12:42:27+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"description\":\"En 2022, la inversi\u00f3n en publicidad en medios digitales en Espa\u00f1a alcanz\u00f3 los 4.533 millones de euros, un 49,7% m\u00e1s que en 2020.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=168646#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=168646\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=168646#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/inversion-medios-digitales-crece-en-2022.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/inversion-medios-digitales-crece-en-2022.jpg\",\"width\":1140,\"height\":635,\"caption\":\"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=168646#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\",\"name\":\"Pilar Chac\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"caption\":\"Pilar Chac\u00f3n\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=29\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022","description":"En 2022, la inversi\u00f3n en publicidad en medios digitales en Espa\u00f1a alcanz\u00f3 los 4.533 millones de euros, un 49,7% m\u00e1s que en 2020.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=168646","og_locale":"es_ES","og_type":"article","og_title":"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022","og_description":"En 2022, la inversi\u00f3n en publicidad en medios digitales en Espa\u00f1a alcanz\u00f3 los 4.533 millones de euros, un 49,7% m\u00e1s que en 2020.","og_url":"https:\/\/ipmark.com\/?p=168646","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2023-02-22T12:24:43+00:00","article_modified_time":"2023-02-22T12:42:27+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-medios-digitales-crece-en-2022.jpg","type":"image\/jpeg"}],"author":"Pilar Chac\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Pilar Chac\u00f3n","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=168646#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=168646"},"author":{"name":"Pilar Chac\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"headline":"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022","datePublished":"2023-02-22T12:24:43+00:00","dateModified":"2023-02-22T12:42:27+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=168646"},"wordCount":408,"image":{"@id":"https:\/\/ipmark.com\/?p=168646#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-medios-digitales-crece-en-2022.jpg","keywords":["inversi\u00f3n publicitaria","medios"],"articleSection":["Marketing Digital"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=168646","url":"https:\/\/ipmark.com\/?p=168646","name":"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=168646#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=168646#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-medios-digitales-crece-en-2022.jpg","datePublished":"2023-02-22T12:24:43+00:00","dateModified":"2023-02-22T12:42:27+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"description":"En 2022, la inversi\u00f3n en publicidad en medios digitales en Espa\u00f1a alcanz\u00f3 los 4.533 millones de euros, un 49,7% m\u00e1s que en 2020.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=168646#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=168646"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=168646#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-medios-digitales-crece-en-2022.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-medios-digitales-crece-en-2022.jpg","width":1140,"height":635,"caption":"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022"},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=168646#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"La inversi\u00f3n en medios digitales en Espa\u00f1a crece un 10% en 2022"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7","name":"Pilar Chac\u00f3n","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","caption":"Pilar Chac\u00f3n"},"url":"https:\/\/ipmark.com\/?author=29"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/168646","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=168646"}],"version-history":[{"count":3,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/168646\/revisions"}],"predecessor-version":[{"id":168664,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/168646\/revisions\/168664"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/168649"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=168646"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=168646"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=168646"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}