In 2024, the digital advertising landscape in Spain has been decisive, not only due to the sustained growth of investment but also because the ecosystem has demonstrated a maturity that consolidates it as the reference medium for advertisers of all sizes. This year has been marked by significant events such as the European Championship, where Spain had an excellent performance, or the rebound in Q4 driven by Black Friday and CyberMonday, which are now a major reality and have generated truly significant investment peaks.
From Adjinn, a leading global company in digital advertising intelligence with a presence in 38 markets, we have identified five key points that define this year and set the course for the sector, combining international observation, structured analysis, and strategic perspective.
1. Video establishes itself as the main format, with connected television as a new showcase
Video continues to gain prominence on both desktop and mobile. Brands are betting on it for its ability to generate notoriety, build brand, and improve advertising recall. Although it involves a higher cost, video ensures branding and significant advertising power. Platforms like YouTube and digital media with their own audiovisual inventory have contributed to consolidating this trend.
Furthermore, video is beginning to expand strongly into environments such as connected television (CTV), which is an important new showcase within the digital world.
2. The flexibility of the digital environment allows adaptation to any advertiser
One of the most solid differential values of digital advertising is its adaptability. The ability to adjust formats, prices, and strategies allows maintaining visibility even in complex economic contexts.
Digital advertising offers real solutions for all budgets and objectives, from large branding campaigns or launches to tactical performance actions. The demonstration of this flexibility lies in the fact that the digital world allows buying the same number of impressions at different prices, offering solutions for each problem of the brands.
3. Social and search: stability with strategic value and adaptability to the consumer
Both social media and search engines have maintained their relevance in 2024. Meta,
including Instagram and Facebook, continues to lead in the volume of active advertisers, while TikTok has doubled its figures compared to 2023, showing sustained growth. This diversification allows brands to reach specific targets, from youth niches to more mature audiences. Social media, unlike other traditional advertising media, offers greater economic and geographical flexibility, allowing small brands and local businesses to reach their target audience in an optimized way.
In Search, the evolution has been uneven. It shows a fairly flat curve, as it serves a variety of distinct and homogeneous sectors that have consistent activity throughout the year, such as tourism, insurance, or automotive. However, Google Shopping, more oriented to the direct sale of products, presents marked peaks in seasonal campaigns such as Christmas and sales, which reflects its seasonal nature. This demonstrates how the digital world serves multiple advertising objectives, offering solutions for both branding actions and performance actions.
Leadership and flexible solutions in a constantly evolving environment
The world of digital advertising as a whole has managed to be number one in terms of advertising spending, compared to other media.
The work done in the last 15-20 years to build this digital world has positioned the sector as a leader in defining advertising spending. It is an exciting environment that continues to evolve, requiring professionals to run to keep up, since “it is not enough to stand still, as soon as you breathe you are left behind”.
For more information, please contact Adjinn.
