According to the results of the Study on Ad Spending in Interactive Media in Spain 2007, conducted by Price Waterhouse-Coopers, by the end of 2008 the Internet will become the third most important marketing channel in Spain in terms of global ad spending, behind TV and the printed press.
With an estimated turnover of over 700 million euros in 2008, the Internet and interactive media will be on the same footing as other media, such as magazines, radio and outdoor advertising, accounting for 10% of overall ad spending, occupying third place behind TV and the printed press.
As regards turnover, the Internet is the marketing channel that has experienced the largest growth in 2007, up 55.36% on figures for 2006, representing 6.04% of total ad spending in Spain; followed by a long shot by outdoor advertising, which was up 7.36%.
While online ad spending has increased across the board, the transport/travel/tourism, finance, mass media/education/culture, telecommunications and car industries are mainly responsible for this growth. Regarding formats, search engines and sponsored links, up 64.41% on figures for 2006, have experienced the most important growth in terms of ad spending, while display advertising is up 46%.
The most important feature of the Internet as a marketing channel is the impressive growth it has experienced in the last few years; in 2002, it represented only 1.32% of total ad spend.
On a European level, the United Kingdom still leads the field in online ad spending, followed by Germany, France, Italy and, in fifth place, Spain.
