Digital Video Advertising - Spain

Spain is projected to reach an ad spending of US$1.22bn in the Digital Video Advertising market by 2024.
The market is expected to grow annually at a rate of 5.57% between 2024 and 2030, leading to a market volume of US$1.69bn by 2030.
In 2024, the projected market volume is US$85.39bn, with the majority of revenue being generated the United States.
By 2030, 84% of total ad spending in the Digital Video Advertising market will come from mobile.
The average ad spending per internet user in the market is estimated to be US$28.02 in 2024.
Connected TV ad spending is forecasted to reach US$155.10m in 2024, with an expected annual growth rate of 5.82%, resulting in a market volume of US$217.70m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market is projected to reach US$600.00m in 2024, with an annual growth rate of 9.36%, leading to a market volume of US$1.03bn by 2030.
Spain's Digital Video Advertising market is flourishing, with a surge in programmatic ad buying and a focus on mobile video consumption.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Spain is experiencing significant growth and development.

Customer preferences: Customers in Spain are increasingly consuming digital video content, which has led to a rise in the demand for digital video advertising. With the widespread availability of high-speed internet and the growing popularity of smartphones, tablets, and smart TVs, consumers are now spending more time watching videos online. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through digital video advertising.

Trends in the market: One of the key trends in the digital video advertising market in Spain is the shift towards programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend is driven by the increasing adoption of data-driven advertising strategies, which leverage customer data to deliver personalized and targeted ads. Programmatic advertising also offers advertisers greater transparency and control over their ad campaigns, leading to improved ROI. Another trend in the market is the growing popularity of mobile video advertising. With the widespread use of smartphones and the availability of high-speed mobile internet, consumers in Spain are increasingly watching videos on their mobile devices. Advertisers are capitalizing on this trend by investing in mobile video advertising to reach consumers on the go. Mobile video ads are highly engaging and can be easily integrated into mobile apps and websites, providing advertisers with a powerful platform to connect with their target audience.

Local special circumstances: Spain has a vibrant and diverse media landscape, with a wide range of digital video platforms and publishers. This diversity provides advertisers with a variety of options to choose from when planning their digital video advertising campaigns. Advertisers can leverage the popularity of local video platforms and publishers to reach their target audience effectively.

Underlying macroeconomic factors: The growth of the digital video advertising market in Spain is also influenced by macroeconomic factors. Spain has experienced steady economic growth in recent years, leading to increased consumer spending and a growing advertising market. As businesses invest more in advertising to capture consumer attention, the demand for digital video advertising has also increased. In conclusion, the Digital Video Advertising market in Spain is thriving due to customer preferences for digital video content, the shift towards programmatic advertising, the popularity of mobile video advertising, the diverse media landscape, and the underlying macroeconomic factors. Advertisers in Spain have a unique opportunity to leverage these trends and circumstances to reach their target audience effectively and drive business growth.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, and digital consumer spending.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.