Small Steps for Advertiser Budgets in Spain - eMarketer

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Small Steps for Advertiser Budgets in Spain

Ad budget growth estimated at 1.5% or more in both H1 and H2 2015

August 20, 2015

Spain’s advertising market is looking slightly brighter, based on figures from Asociación Española de Anunciantes (aea) and Grupo Consultores.

Total Media Ad Budget Growth According to Advertisers in Spain, H2 2010-H2 2015 (% change vs. same period of prior year)

Their July 2015 report, “trendScore España,” estimated that after several periods of decline, total media ad budgets in Spain rose 1.5% year over year in H1 2015 and forecast growth of 1.7% in H2 2015.

When asked about the areas in which they would invest in the second half of this year, advertisers in Spain were most likely to cite social networks (71.2% of respondents), TV (63.6%) and digital display (62.1%). Nondisplay internet, radio, search engine marketing, pre- and post-roll placements, and events were each cited by at least half of respondents.

Areas Where Advertisers in Spain Will Invest in H2 2015 (% of respondents)

Fully 36.4% of advertisers in Spain planned to invest in performance measurement in H2 2015. One-quarter of respondents cited clickthrough rate/cost per click/cost per lead/cost per action/CPM—lumped together in the study—as the most important metrics for measuring campaign success. Fifteen percent of respondents cited brand awareness, and return on investment and sales were each cited by 13%.

eMarketer estimates that after growth of 1.5% in 2014, total media ad spending in Spain will rise 2.0% this year, from $6.31 billion to $6.44 billion.

Digital Ad Spending in Spain, by Format, 2013-2018 (millions, % change and % of total)

Meanwhile, we expect digital ad spending to increase 8.0% to nearly $1.31 billion, or 20.3% of the total. At the same time, mobile internet ad spending in the country will soar 75.0% to $176.2 million, representing 13.5% of digital spend and a mere 2.7% of total media ad spending.


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