Online advertising continues to grow in our country at a rate that shows its long-term global trend, which is none other than the practical substitution of many of the other advertising media. The advance of the Internet contrasts with the decline of some of the oldest advertising display media , which continue to fall steadily and can almost be written off within a few years. The InfoAdex study of Advertising Investment in Spain, a veteran publication that has launched its twenty-third edition, provides some relevant data for online marketing professionals and also for companies that sell mainly through the Internet.
A significant fact is that overall advertising investment has already managed to leave the economic crisis behind , and in the last three years it has shown growth proportionally higher than that of the GDP, although a bulk sms austria certain slowdown is currently perceived. In Spain, total advertising investment represents, on a sustained year-on-year basis, around 1% of the GDP . The growth of investment outpaced the increase in this indicator by quadrupling it in 2014. It doubled it in 2015 and remained above this national indicator (approximately a quarter) in the last period measured, corresponding to 2016. Although this gradual decrease in the rate of growth in relation to the GDP may cast a shadow over the sector, its situation remains privileged compared to that of many others.
13% more advertising investment on the Internet
With more than 1.4 billion euros in 2016, investment in online advertising has grown by almost 13% compared to 2015. Although the end of the current year is expected to be less spectacular, the Internet already represents nearly 27% of advertising investment in conventional media. This increase contrasts with the contraction that continues to occur in many other advertising channels. In fact, only cinema and pay television show growth similar to that of the Internet, while media such as newspapers and magazines or outdoor advertising continue to lose investment.
Among the advertising media considered “non-conventional”, social and cultural sponsorship has increased significantly, but sports sponsorship has decreased considerably. There has been a significant reduction in investment in media such as direct mail leaflets or offline promotional gifts, which have lost 23% in just one year. On the other hand, in-person promotional games have increased by 13%. All this seems to indicate that advertisers are increasingly opting for interactive advertising actions linked to the user experience, even outside the Internet.
