The FINANCIAL — In March 2012, eMarketer reported that online ad growth in Spain would rise 15.3% in 2012, mainly on the strength of banner and video ads associated with major sporting events.
According to eMarketer, but even that robust online growth rate is dwarfed by the surge in mobile ad spending in the country.
Of course, mobile ad spending is starting from a much lower base. According to a March 2012 report from the Mobile Marketing Association Spain (MMA Spain) and Accenture, mobile ad spending in Spain rose 67.4% in 2011 to €63.6 million ($88.3 million). Mobile spending will maintain that momentum and is forecast to break the €100 million ($138.8 million) barrier in 2012.The report estimated that mobile spending by industry varied, but that the telecom/internet and automotive industries led in 2011 by spending €15.8 million ($21.9 million) and €8.6 million ($11.9 million), respectively.
The telecom and internet industry is intricately tied to mobile, and has developed the most sophisticated mobile marketing plans, thereby propelling that market. Another factor in the mobile boom in Spain is the Mobile World Congress, which is held in Barcelona every year. The event, organized by the mobile industry body GSM Association, is a global magnet for telecommunications and technology firms, and more recently, marketers looking to take advantage of mobile’s ubiquity.
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