Online advertising investment ranking in December

In December, advertising investment on the internet fell mainly on El Mundo (14.98%), ABC (12.90%) and Marca (7.65%).

888 Casino (6.97%), Volkswagen (4.72%) and Movistar (3.80%) They were the advertisers that spent the most advertising investment on the internet in December 2020, according to the report prepared each month on spending on online advertising. In the last month of the year that we just closed, a total of 4,709 brands and 30,242 creatives have been analyzed.

Volkswagen It is the only one of the three brands that also managed to place on the podium for the month of November, again at number 2 in the ranking. That month they were accompanied by Huawei (5%) and Euskaltel (2.81%), in first and third place, respectively.

The top 10 brands by advertising investment on the internet are completed by Media Markt (2.68%), Endesa (2.19%), Bet365 (2.02%), Banco Santander (1.92%), El Corte Inglés ( 1.88%), BBVA (1.68%) and BMW (1.66%).

The ranking of sectors prepared by Arce Media-Auditsa is headed Public and Private Services (14.81%), Automotive (12.39%) and Gaming and Gambling (11.37%). They are followed, in this order, by the sectors Distribution and Catering (10.94%), Telecommunications and Internet (9.08%), Finance and Insurance (8.84%), Culture, Education and Media (7.53%) , Energy (4.80%), Beverages (3.22%) and Food (2.96%).

Telecommunications and Internet (15.90%) was the sector that led the ranking in November, followed by Automotive (15.32%) and Distribution and Catering (15.19%).

In the month of December, advertising investment on the internet fell, firstly, on The World (14.98%). Behind him appear ABC (12.90%), Marca (7.65%), AS (6.83%), El Periódico (6.80%), El País (6.52%), sport (4.83 %), 20 Minutes (3.69%), El Español (2.38%) and Expansión (1.65%).

In November, this podium was made up of El Mundo (17.44%), ABC (13.60%) and Marca (10.32%).

With regard to platforms, it should be noted that 33% of the digital advertising investment detected by Arce Media-Auditsa has been served by Google, followed by “Others” (66%) and AppNexus (1%).

On the other hand, regarding the type of ads and as detailed in the report for the last month of 2020, 96% of online ads have been standard ads, as in the month of November. 1% were native ads, 1% native video ads and 2% video ads.

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Source: Marketing Directo by

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