{"id":635945,"date":"2025-02-25T17:29:00","date_gmt":"2025-02-25T16:29:00","guid":{"rendered":"https:\/\/adevinta.com\/?post_type=story&#038;p=635945"},"modified":"2025-02-26T10:38:19","modified_gmt":"2025-02-26T09:38:19","slug":"jornada-inversion-publicitaria-2025","status":"publish","type":"story","link":"https:\/\/adevinta.com\/es\/cuentos\/articulos\/jornada-inversion-publicitaria-2025\/","title":{"rendered":"As\u00ed ha sido la jornada de inversi\u00f3n publicitaria en medios digitales 2025"},"content":{"rendered":"\n<div\n\tclass=\"block content content--cols-1 bg--blank content--arrange-half\"\n\tstyle=\"--cols: 1\">\n\t<div class=\"container--small\">\n\t\t\t\t\t<div class=\"content__column\">\n\t\t\t\t\t\t\t\t\t<div class=\"content__type--text space-content\">\n\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">La industria publicitaria se ha dado cita en la <\/span><b>Jornada de inversi\u00f3n publicitaria en medios digitales<\/b><span style=\"font-weight: 400;\"> celebrada en Barcelona este martes. Un evento organizado por IAB Spain y Adevinta y al que han asistido m\u00e1s de 100 profesionales del sector.\u00a0 Un evento en el que se ha hablado de inversi\u00f3n publicitaria y se ha puesto la vista en el futuro del sector.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La bienvenida a la jornada ha corrido a cargo de Reyes Justrib\u00f3, directora general de IAB Spain, y Marc Mil\u00e1, <\/span><i><span style=\"font-weight: 400;\">head of advertising <\/span><\/i><span style=\"font-weight: 400;\">de Adevinta. Tras ellos, Bel\u00e9n Acebes, directora de operaciones de IAB Spain, \u00cd\u00f1igo Amezqueta, <\/span><i><span style=\"font-weight: 400;\">senior manager <\/span><\/i><span style=\"font-weight: 400;\">de entretenimiento y medios de PwC Espa\u00f1a, y Ana Jim\u00e9nez, <\/span><i><span style=\"font-weight: 400;\">business partner <\/span><\/i><span style=\"font-weight: 400;\">de Adjinn han presentado las principales conclusiones del Estudio de inversi\u00f3n publicitaria en medios digitales 2025 elaborado por IAB Spain y PwC.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">La inversi\u00f3n publicitaria en medios digitales sigue progresando a buen ritmo<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Tal y como reflejan los datos de este informe, durante 2024, <\/span><b>la inversi\u00f3n ascendi\u00f3 hasta los 5.600 millones de euros<\/b><span style=\"font-weight: 400;\">, un 12,2\u00a0% m\u00e1s que en el a\u00f1o anterior. Las \u00e1reas que acapararon un mayor volumen de gasto fueron <\/span><b><i>search<\/i><\/b> <span style=\"font-weight: 400;\">(32,1\u00a0%), las <\/span><b>redes sociales<\/b><span style=\"font-weight: 400;\"> (29\u00a0%), el <\/span><b><i>display<\/i><\/b> <span style=\"font-weight: 400;\">sin redes sociales ni <\/span><a href=\"https:\/\/adevinta.com\/es\/cuentos\/articulos\/tendencias-branded-content-2024\/\" target=\"_blank\" rel=\"noopener\"><b><i>branded content<\/i><\/b><\/a> <span style=\"font-weight: 400;\">(21,6 %) y los <\/span><b>clasificados<\/b><span style=\"font-weight: 400;\"> (6,3 %).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Si se comparan los datos con los de 2023, todas las \u00e1reas que se analizan en este estudio han crecido. Las que acaparan m\u00e1s inversi\u00f3n, y que est\u00e1n en un punto de mayor madurez, han avanzado de manera m\u00e1s moderada que las emergentes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed, el <\/span><i><span style=\"font-weight: 400;\">search <\/span><\/i><span style=\"font-weight: 400;\">creci\u00f3 un 10,7\u00a0%, las redes sociales un 14,8%, el <\/span><i><span style=\"font-weight: 400;\">display <\/span><\/i><span style=\"font-weight: 400;\">un 7,7 % y los clasificados un 5,1 %. Dejando a un lado estas modalidades publicitarias, destaca especialmente el fuerte incremento del gasto en <\/span><a href=\"https:\/\/adevinta.com\/es\/cuentos\/articulos\/marketing-de-influencia-tendencias-2024\/\" target=\"_blank\" rel=\"noopener\"><b><i>influencers<\/i><\/b><\/a><span style=\"font-weight: 400;\">, que aumenta un 59 % con respecto al a\u00f1o pasado hasta alcanzar los 125,9 millones de euros. Por su parte, la TV conectada ha avanzado un 49,3 %.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con respecto a las previsiones para 2025, se espera que la inversi\u00f3n vuelva a crecer en torno al 12-13 % y que, nuevamente, las \u00e1reas m\u00e1s j\u00f3venes sean las que experimenten cambios m\u00e1s acentuados.<\/span><\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"wp-image-635935 size-full aligncenter\" src=\"https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/Imagen4.jpg\" alt=\"\" width=\"850\" height=\"464\" srcset=\"https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/Imagen4.jpg 850w, https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/Imagen4-300x164.jpg 300w, https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/Imagen4-768x419.jpg 768w, https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/Imagen4-500x273.jpg 500w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/>\n<p style=\"text-align: center;\"><b><i>Fuente:\u00a0<\/i><\/b><i><span style=\"font-weight: 400;\">Estudio de inversi\u00f3n publicitaria en medios digitales 2025<\/span><\/i><\/p>\n<h2><span style=\"font-weight: 400;\">Medici\u00f3n, <\/span><i><span style=\"font-weight: 400;\">storytelling <\/span><\/i><span style=\"font-weight: 400;\">y profundas transformaciones: as\u00ed ven los profesionales el futuro del sector<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Tras la presentaci\u00f3n de las claves del estudio, ha tenido lugar una mesa redonda que ha moderado David Ramos, <\/span><i><span style=\"font-weight: 400;\">sales manager &amp; strategic account <\/span><\/i><span style=\"font-weight: 400;\">de Adevinta, y en la que han participado Magal\u00ed Rey, directora de marketing en Milanuncios, Melanie D\u00edaz, <\/span><i><span style=\"font-weight: 400;\">media manager <\/span><\/i><span style=\"font-weight: 400;\">en Nissan United; Nuria Gim\u00e9nez, <\/span><i><span style=\"font-weight: 400;\">consumer data director Europe <\/span><\/i><span style=\"font-weight: 400;\">en The Coca-Cola Company; y Roger Sendra, director general en Dentsu Barcelona.\u00a0<\/span><\/p>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-635964 size-full\" src=\"https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/IMG-20250226-WA0020-e1740562442641.jpg\" alt=\"\" width=\"2500\" height=\"1408\" srcset=\"https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/IMG-20250226-WA0020-e1740562442641.jpg 2500w, https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/IMG-20250226-WA0020-e1740562442641-300x169.jpg 300w, https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/IMG-20250226-WA0020-e1740562442641-1024x577.jpg 1024w, https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/IMG-20250226-WA0020-e1740562442641-768x433.jpg 768w, https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/IMG-20250226-WA0020-e1740562442641-1536x865.jpg 1536w, https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/IMG-20250226-WA0020-e1740562442641-2048x1153.jpg 2048w, https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/IMG-20250226-WA0020-e1740562442641-2000x1125.jpg 2000w, https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/IMG-20250226-WA0020-e1740562442641-650x365.jpg 650w, https:\/\/adevinta.com\/wp-content\/uploads\/2025\/02\/IMG-20250226-WA0020-e1740562442641-500x282.jpg 500w\" sizes=\"auto, (max-width: 2500px) 100vw, 2500px\" \/>\n<p><span style=\"font-weight: 400;\">Una charla en la que han repasado el presente y futuro de la publicidad. Un futuro en el que todos han coincidido que la <\/span><b>medici\u00f3n<\/b><span style=\"font-weight: 400;\"> va a ser clave. En este sentido, es fundamental el avance en el desarrollo de modelos de atribuci\u00f3n asociados a ventas o a otros kpi espec\u00edficos. Un aprendizaje que \u201cayudar\u00e1 a tomar decisiones m\u00e1s eficientes\u201d, tal y como ha apuntado Nuria Gim\u00e9nez.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por otro lado, han destacado la <\/span><b>importancia del contenido<\/b><span style=\"font-weight: 400;\"> y del <\/span><b><i>storytelling<\/i><\/b> <span style=\"font-weight: 400;\">para conectar con los usuarios. Un reto especialmente relevante cuando se trata de los <\/span><i><span style=\"font-weight: 400;\">targets <\/span><\/i><span style=\"font-weight: 400;\">m\u00e1s j\u00f3venes: \u201cLa <\/span><a href=\"https:\/\/adevinta.com\/es\/cuentos\/articulos\/publicidad-y-generacion-z-como-convencer-al-consumidor-del-futuro\/\" target=\"_blank\" rel=\"noopener\"><b>generaci\u00f3n Z<\/b><\/a><span style=\"font-weight: 400;\"> est\u00e1 cambiando el paradigma, quieren conectar con las marcas y quieren marcas con prop\u00f3sito y que sean aut\u00e9nticas\u201d, ha se\u00f1alado Magal\u00ed Rey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Asimismo, han destacado la importancia de<\/span><b> impulsar las marcas<\/b><span style=\"font-weight: 400;\"> para ganar relevancia y notoriedad: \u201cla notoriedad es lo m\u00e1s importante hoy en d\u00eda porque si no te conocen, no te compran\u201d, ha destacado Melanie D\u00edaz.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Durante toda la sesi\u00f3n tambi\u00e9n se ha puesto el foco en el momento de transformaci\u00f3n que vive el sector y que, seg\u00fan ha apuntado Roger Sendra, est\u00e1 entrando en \u201cla era de los algoritmos\u201d, algo que se produce como consecuencia de un entorno totalmente digitalizado, con una competencia global o unos ciclos de vida cada vez m\u00e1s cortos.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><em>\u00bfConoces la\u00a0<strong>newsletter<\/strong>\u00a0mensual de\u00a0<strong>publicidad y marketing digital<\/strong>\u00a0de Adevinta? \u00a1Suscr\u00edbete\u00a0<\/em><a href=\"https:\/\/observatoriopublicidad.adevinta.es\/contacto\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>aqu\u00ed<\/em><\/a><em>\u00a0y no te pierdas las novedades del sector!<\/em><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>La industria publicitaria se ha dado cita en la Jornada de inversi\u00f3n publicitaria en medios digitales celebrada en Barcelona este martes. Un evento organizado por IAB Spain y Adevinta y al que han asistido m\u00e1s de 100 profesionales del sector.\u00a0 Un evento en el que se ha hablado de inversi\u00f3n publicitaria y se ha puesto [&hellip;]<\/p>\n","protected":false},"featured_media":635958,"template":"","categories":[],"classification":[145],"culture":[],"class_list":["post-635945","story","type-story","status-publish","has-post-thumbnail","hentry","classification-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>As\u00ed ha sido la jornada de inversi\u00f3n publicitaria en medios digitales 2025<\/title>\n<meta name=\"description\" content=\"El 25 de febrero se celebr\u00f3 en Barcelona la jornada de inversi\u00f3n publicitaria en medios digitales de IAB Spain en Barcelona.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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