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Spanish launch guide to improve online user experience

New guide offers practical advice to improve perception of digital advertising

/ Introduction

To address consumers’ growing frustrations with ads disrupting their online experience, the Advertising Industry Commission (CIP) in Spain, a body created by the Spanish Association of Advertisers (AEA) and other industry players, recently published the “Guide to Improve User Experience with Digital Advertising”.

The guide offers a series of recommendations to help advertisers, creative and media agencies, and publishers create a better and more balanced digital ecosystem and improve the online ads and making them less intrusive.

AEA also revealed the findings of the seventh edition of its Digital Barometer which found that digital accounts for 25% of Spanish advertisers’ investment priorities, second to television which makes up 48% of ad budget. Other findings include:

  • 87% of companies claim to be immersed in their digital transformation; only 8% of companies believe that they have completed their transformation.
  • Spanish advertisers will dedicate 10.5% of their digital budget to influencers in 2019, with 75% of companies having used influencers at some point in the past year
  • Video accounts for 24% of digital investments, followed by display at 19%; investments on SEO, SEM and email marketing have decreased.
  • For the first time in AEA’s Digital Barometer, the hiring of digital talent takes the lead as a strategic priority for advertisers while the lack of digital talent and knowledge remains a main challenge.

The Advertising Industry Commission (CIP) was launched in March 2017 by AEA and other industry associations in Spain with the aim to improve credibility, safety, effectiveness and transparency in the advertising industry, especially with regards to online advertising practices. CIP previously released guides on ad viewability in 2017 and ad fraud, brand safety and transparency in early 2019.

For more information, please contact AEA.

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