At the presentation, which took place online, Gustavo Núñez , CEO of Adjinn; David Ramos , Sales Manager Advertising at Adevinta; Carlos Sánchez, President of the IAB; Belén Acebes , Director of phone number database india Operations at IAB; and Íñigo Amezqueta , Senior Manager of Entertainment and Media at PwC, shared the results of the 2nd wave of the Study. The study, sponsored by Adjinn and Adevinta and prepared in collaboration with PwC, concludes that the sector will experience annual growth of between 11 and 19%, well above the initial forecasts of between 4 and 10% .
A rising future for investment in digital media advertising
This new surge in investment underlines the strength of the digital ecosystem in Spain , where some established disciplines and new emerging formats are driving unprecedented growth. Among the sectors that stand out the most in this context is Search , which has experienced an increase of 11.3% during the first half of the year. This discipline, which focuses on performance strategies, the opportunities derived from bidding and the emergence of dynamic models, Search growth is expected to continue throughout the rest of 2024, with a forecast ranging between 7% and 12%.
For its part, the Non-Video Display format has surprised with a spectacular growth of 366% in the first half of 2024. This format has exceeded all expectations, and projections for the end of the year indicate a further increase of between 16 and 30% . To a large extent, this success is due to the consolidation of the so-called "walled gardens", advertising spaces controlled by giants such as Google GDN or Amazon ADS, as well as the growth of Retail Media , an area that is redefining digital commerce.
