In-App Advertising - Spain

Spain

Highlights

Ad spending in the In-App Advertising market in Spain is forecasted to reach US$1.93bn in 2024.
The annual growth rate (CAGR 2024-2030) is expected to be 9.63%, leading to a projected market volume of US$3.35bn by 2030.
The average ad spending per mobile internet user in the In-App Advertising market in Spain is projected to be US$40.60 in 2024.
When compared globally, China is expected to generate the highest ad spending in 2024, reaching US$132.80bn.
In Spain, the In-App Advertising market is experiencing a surge due to the growing popularity of mobile apps among the tech-savvy population.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The In-App Advertising market in Spain is experiencing significant growth and development, driven by several key factors.

Customer preferences: Spanish consumers have increasingly embraced mobile technology, with smartphone penetration rates among the highest in Europe. This has led to a surge in the usage of mobile apps, creating a fertile ground for in-app advertising. Furthermore, Spanish consumers are becoming more accepting of targeted advertising, recognizing the value it brings in terms of personalized content and offers. As a result, they are more likely to engage with in-app advertisements, leading to higher conversion rates for advertisers.

Trends in the market: One of the major trends in the In-App Advertising market in Spain is the shift towards programmatic advertising. Programmatic advertising allows for real-time bidding and automated ad placement, optimizing the targeting and delivery of ads to the right audience at the right time. This trend is driven by the increasing availability of data and advanced targeting capabilities, enabling advertisers to reach their desired audience more effectively. Another trend in the market is the rise of native advertising. Native ads seamlessly blend into the app experience, appearing as natural content rather than intrusive advertisements. This format has gained popularity among advertisers in Spain, as it provides a non-disruptive way to engage with consumers and deliver relevant messages.

Local special circumstances: Spain has a vibrant and diverse app ecosystem, with a wide range of apps catering to various interests and demographics. This diversity creates opportunities for advertisers to target specific audiences and tailor their messages accordingly. Additionally, Spain has a strong gaming culture, with a significant portion of mobile app usage dedicated to gaming apps. This presents a unique opportunity for advertisers to reach a highly engaged and captive audience through in-app advertising.

Underlying macroeconomic factors: The Spanish economy has been experiencing steady growth in recent years, leading to increased consumer spending and confidence. This positive economic environment has contributed to the growth of the In-App Advertising market in Spain, as advertisers have more resources to allocate towards advertising budgets. Furthermore, the high smartphone penetration rates in Spain provide a large addressable market for in-app advertising, driving demand and investment in the sector. In conclusion, the In-App Advertising market in Spain is witnessing significant growth and development, fueled by customer preferences for mobile apps and targeted advertising. The shift towards programmatic and native advertising, along with the unique app ecosystem and strong gaming culture in Spain, further contribute to the market's expansion. The positive macroeconomic factors and high smartphone penetration rates in Spain provide a favorable environment for advertisers, leading to increased investment in in-app advertising.

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.