Search Advertising - Spain

Spain

Highlights

Ad spending in the Search Advertising market in Spain is forecasted to reach US$2.58bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 8.35%, leading to a projected market volume of US$4.17bn by 2030.
When compared globally, the United States will generate the highest ad spending (US$137.00bn in 2024).
Within the Search Advertising market, 59% of total ad spending is expected to come from mobile in 2030.
The average ad spending per internet user in the Search Advertising market in Spain is projected to be US$59.15 in 2024.
Spain's Search Advertising market is rapidly growing, with businesses increasingly investing in digital advertising to reach their target audiences effectively.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Spain has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Spanish customers have shown a strong preference for online shopping and digital services, leading to an increased demand for search advertising. With the rise of e-commerce platforms and the convenience of online shopping, consumers are increasingly turning to search engines to find products and services. This has created a lucrative market for advertisers to reach their target audience through search advertising.

Trends in the market: One of the key trends in the Search Advertising market in Spain is the shift towards mobile advertising. With the widespread adoption of smartphones and the increasing use of mobile internet, advertisers are focusing on mobile search advertising to reach consumers on-the-go. Mobile search advertising offers the advantage of targeting consumers based on their location, allowing advertisers to deliver relevant ads to users in specific geographic areas. Another trend in the market is the growing importance of data-driven advertising. Advertisers are leveraging data analytics and machine learning algorithms to optimize their search advertising campaigns. By analyzing user behavior and preferences, advertisers can tailor their ads to target specific demographics and increase the effectiveness of their campaigns. This data-driven approach allows advertisers to maximize their return on investment and improve the overall performance of their search advertising campaigns.

Local special circumstances: Spain has a highly competitive retail market, with both national and international players vying for customers' attention. This intense competition has led to a greater emphasis on search advertising as a means to stand out from the crowd and attract customers. Advertisers in Spain are investing heavily in search advertising to ensure their products and services are visible to potential customers, particularly in crowded market segments such as fashion, electronics, and travel.

Underlying macroeconomic factors: The growth of the Search Advertising market in Spain is also influenced by underlying macroeconomic factors. Spain has experienced steady economic growth in recent years, leading to an increase in consumer spending power. As consumers have more disposable income, they are more likely to engage in online shopping and seek out products and services through search engines. This has created a favorable environment for advertisers to invest in search advertising and target the growing number of online consumers in Spain. In conclusion, the Search Advertising market in Spain is developing rapidly due to changing customer preferences, such as the shift towards mobile advertising and the importance of data-driven advertising. The local special circumstances of a highly competitive retail market further drive the demand for search advertising. Additionally, the underlying macroeconomic factors of steady economic growth and increased consumer spending power contribute to the growth of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.