PROGRAMMATIC IN SPAIN

Programmatic industry is moving at the speed of sound with the new technologies and trends challenging the market. We continue our review articles cycle with one of the fastest growing digital advertising markets – Spain. 

MONETARY STATISTICS

According to the latest statistics, Digital Ad spending in Spain amounts to US $4,358m in 2019. 71% of the digital advertising revenue is generated through programmatic, which is expected to continue its steady ascent and climb to 73% of market share by 2023. Seven out of ten Spanish brands are currently involved in programmatic ad buying. 

AVAILABLE AUDIENCE

Reach: 237,1 million cookies
Impressions: 317,1 billion 

AD FORMATS

In terms of formats, native and audio ads have started to gain popularity with buyers, and 2019 has been a particularly good year for programmatic video. There is also constant shift from TV to digital. Advertiser objectives continue to focus on reaching audiences via online and connected TV, as traditional TV usage is slowly declining. In the near future Spain will also benefit from the arrival of a new programmatic trend – Digital-Out-Of-Home advertising. The market’s largest segment is Search Advertising with a market volume of US $1,612m in 2019.

INVENTORY

Top Websites Ranking: 

google.com, youtube.com, facebook.com, instagram.com, amazon.es, marca.com, elmundo.es, elpais.com, abc.es, lavanguardia.com, as.com, idealista.com, milanuncios.com.

Top SSPs used in the Spanish market:

  • Google Ad Manager
  • Open X
  • Rubicon Project
  • Pubmatic
  • AppNexus
  • Smart AdServer
  • Adform Publisher Edge
  • Indexexchange
  • ImproveDigital
  • Spotx
  • AOL
  • Sovrn
  • RhythmOne

MARKET PECULIARITIES

  1. Spain is the fastest growing market in terms of smartphone users, which makes advertisers invest more and more in mobile format. Mobile internet ad spending accounts for 13.5 percent of digital spending. The demand for mobile solutions in Spain is increasing.
  2. Programmatic in-housing becomes more and more attractive for spanish brands that desire to have more control of  their digital advertising strategies and outcomes. There is also a rise in demand for first-party data and sophisticated campaign segmentation.
  3. In the near future, Spain will also benefit from the arrival of major programmatic trends: the launch of the new OpenRTB 3.0 protocol, the rise of artificial intelligence, the start of DOOH, and more importantly, 5G will help accelerate the growth of video ads in ways one cannot even imagine.