Investment in media
Posted: Tue Jan 07, 2025 9:00 am
The Spanish Advertisers Association ( aea ) and ISDI have presented the seventh edition of the Digital Barometer , which lists the challenges and trends posed by the digital universe. This is a reference study on the digitalisation index of companies associated with the aea, which was created at the initiative of this association and prepared with ISDI, within the framework of the Chair that both entities signed with the Complutense University.
The Digital Barometer is conducted among companies in the consumer goods, banking, automotive, insurance, distribution and retail, telecommunications, technology, energy, health, tourism and transport, food, luxury, real estate and Internet sectors. 66% of them have more than 500 employees and 61% operate internationally.
The Digital Barometer brings together the data we offer below, divided by strategy, investment, sales and adoption of technology.
Digital strategy
At the strategy level, the study shows that 87% of companies claim to be immersed in their digital transformation . However, it is noteworthy that almost 5% of companies have not started or planned any kind of process and 8% consider that they have completed their transformation , when it is not an end, but a path. On the other hand, 61% claim that its implementation responded to a real market need.
Of the companies focused on the digitalization process, 66% have been working on it for at least three years.
Hiring digital professionals is a priority for 63% of companies, along with increasing their bahrain phone number activity on social networks, training their team and incorporating Big Data into the company's operations. As for obstacles, respondents point to a lack of talent and digital knowledge (30%) and technological deficiencies.
Regarding investment in digital media, television is in the lead (48%) followed by the already consolidated digital section with 25% .
In addition, video stands out as an increase, reaching 24% of last year's investment (compared to 18% in 2017), while Display falls to second place with a share of 19%. In the other areas, SEO, SEM and emailing also decreased in share.
Digital barometer
Offline media is used for branding, while digital media is more geared towards selling or attracting traffic.
Online sales and social networks
Online sales have seen a slight decline, from 13.7% last year to 12.5% of the total .
As for social media, Instagram joins Facebook, YouTube and Twitter as the main channel. On the other hand, influencer marketing is consolidating: 75% of companies claim to have used influencers at some point, to whom they dedicate 9% of their digital budget, with plans to increase this to 10.5% in 2019 .
The Digital Barometer is conducted among companies in the consumer goods, banking, automotive, insurance, distribution and retail, telecommunications, technology, energy, health, tourism and transport, food, luxury, real estate and Internet sectors. 66% of them have more than 500 employees and 61% operate internationally.
The Digital Barometer brings together the data we offer below, divided by strategy, investment, sales and adoption of technology.
Digital strategy
At the strategy level, the study shows that 87% of companies claim to be immersed in their digital transformation . However, it is noteworthy that almost 5% of companies have not started or planned any kind of process and 8% consider that they have completed their transformation , when it is not an end, but a path. On the other hand, 61% claim that its implementation responded to a real market need.
Of the companies focused on the digitalization process, 66% have been working on it for at least three years.
Hiring digital professionals is a priority for 63% of companies, along with increasing their bahrain phone number activity on social networks, training their team and incorporating Big Data into the company's operations. As for obstacles, respondents point to a lack of talent and digital knowledge (30%) and technological deficiencies.
Regarding investment in digital media, television is in the lead (48%) followed by the already consolidated digital section with 25% .
In addition, video stands out as an increase, reaching 24% of last year's investment (compared to 18% in 2017), while Display falls to second place with a share of 19%. In the other areas, SEO, SEM and emailing also decreased in share.
Digital barometer
Offline media is used for branding, while digital media is more geared towards selling or attracting traffic.
Online sales and social networks
Online sales have seen a slight decline, from 13.7% last year to 12.5% of the total .
As for social media, Instagram joins Facebook, YouTube and Twitter as the main channel. On the other hand, influencer marketing is consolidating: 75% of companies claim to have used influencers at some point, to whom they dedicate 9% of their digital budget, with plans to increase this to 10.5% in 2019 .