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Digital advertising in Spain - statistics & facts

Spain’s advertising landscape is undergoing a fundamental digital transformation. Parallel to rising internet penetration rates and the ever-expanding demand for online media content, Spanish companies now focus on digital ad campaigns and invest more heavily in online marketing activities than ever before. Spain currently ranks among Europe’s largest digital ad markets, and while advertising hubs such as the UK or Germany continue to dominate the spending charts, the future of the Spanish advertising industry will undoubtedly unfold online.

Digital advertising trends in Spain

In 2020, digital advertising spending in Spain amounted to roughly three billion euros, overtaking traditional ad spend for the first time. But while online ad spend showed an annual decrease of nearly four percent due to the impact of the pandemic, the most recent studies suggest a swift recovery as well as an overall bright future for Spain’s digital ad industry. One device that will play a leading role in this scenario is the smartphone. The proliferation of mobile devices has reshaped the country’s digital advertising landscape, and in 2020, mobile accounted for the same share of Spain’s total digital ad spend as desktop. In addition to this milestone, forecasts also indicate that advertisers will allocate nearly 60 percent of their budgets towards mobile ad campaigns by 2025, highlighting the continuous steps Spanish marketers are taking to keep up with the changes in consumer demand and behavior.

What are the top digital ad formats?

Search remains the leading digital ad format in Spain, with more than 977 million euros or 32 percent of overall ad investments allocated towards the format in 2020. That being sad, display and social media collectively accounted for nearly two-thirds of digital ad expenditures that year, indicating that Spanish marketing experts fan out their investments instead of staking everything on just one card. Another interesting trend that can be observed in Spain as well as numerous other digitally developed markets is the increased focus on social media. Spain has a social network penetration rate of around 87 percent, and with more people using such platforms for news, entertainment, and communication each day, it comes as no surprise that spending on social media advertising is ramping up nonstop. One company that is actively leveraging the power of social is About You GmbH. The German online fashion retailer was the top Facebook advertiser in Spain in 2021, with expenditures of over 4.5 million euros in the first quarter alone.

Interesting statistics

In the following 6 chapters, you will quickly find the 32 most important statistics relating to "Digital advertising in Spain".


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