A Closer Look at the Spanish Market

by Maria de Lorenzo-Alvarez

There’s reason to be optimistic about 2014, the Spanish economy is showing signs of improvement and this newfound confidence will be reflected in advertising budgets over the coming year.

More specifically, and closer to home, there’s real optimism in the online advertising market. In addition to the continued shift in budgets from traditional to online media, following consumer eyeballs, 2013 saw a significant ramping up of the e-commerce market’s push to maturity.

Figures for 2013 will show more than 13,000€ million were spent online, not as much as other EU markets maybe, but with just over 40% of the population making online purchases, there’s still huge room for growth as Spain catches up with countries such as Germany and the UK, where over 80% of the population regularly buy online.  What’s more, global ecommerce leaders Amazon and Rakuten both opened their virtual doors to the Spanish market in 2013, bringing significant investment, know-how and greater consumer choice, all of which will continue to push growth and confidence in the sector throughout 2014.

Concluding, as consumer-spending increasingly moves online this year, the advertiser dollar will follow, and you can be sure that here at Ingenious we’ll be ready to help advertisers make the most of their investment.