Spain invests more in digital marketing

In February, the Spanish Association of Advertisers (AEA) revealed the findings of the fifth edition of its Digital Barometer. The annual study was created to identify the degree of digital and new technology penetration within Spanish companies, especially in terms of their marketing efforts.



Conducted in partnership with local digital business school ISDI, the Digital Barometer found that Spanish companies invested an average of 4.2 million euros to digital marketing in 2016. AEA also found that:

• Digital remains second in Spanish advertisers' investment priorities, representing 24.4% of ad budget behind television which is at 50%;


• 84.8% of Spanish companies already have a dedicated digital marketing team;


• 73.9% of them sell products or services online, an increase of 9.6% from last year, and have an ecommerce strategy;


• 63% of company websites are ten or more years old with only 4.4% of brands changing their respective websites in the last two years;


• 30.5% of companies have a static presence in social networks, without regular updates or consumer interactions;


• In terms of formats, banners , web pages, engagement ads, preroll, rich media, emailing and sponsorships make up more than 60% of advertisers' digital activities;


• Among the new technologies that are being considered by companies are virtual reality, digital signage and wearables.

For more information, contact AEA.