IAB Spain
Industry association (digital advertising) · Spain · B2B
Association for digital advertising, marketing and communications in Spain. Its mission is to promote digital business through commissions of companies with shared interests.
Build from scratch the reference study on knowledge, perception, habits and preferences of social media users in Spain. The challenge was not simply to run a survey: it was to design a methodology robust enough to be repeated year after year with the same criteria, enabling trend analysis without each edition feeling like a brand-new document.
Design and execution of the annual study since 2009, using a self-administered online questionnaire (CAWI) applied to nationally representative panels. Focus adapted each year to the most relevant phenomenon of the moment: the role of social media in 2009, its evolution in 2010, mobile and eCommerce in 2011, new networks in 2012, WhatsApp and advertising in 2013, mobile devices in 2014–2015, collaborative commerce in 2016 onwards.
The study became the sector's go-to reference for understanding social media penetration among Spanish internet users.