Spain Display

That is, if we stick to fringes of society with less purchasing power within the Spanish-speaking audience, the costs of computer equipment, the high speed adsl and the portability of services, has been universalized enough, giving that supports video campaigns are more easily employed to achieve the desired objectives. In a report recently published in eMarketer1, you can see clearly the trend that carry the figures as we discussed previously in several articles about advertising in digital media. According to these projections, toward 2014, Display advertising will exceed in sponsored search engine advertising investment. He is expected to support video advertising grow by 34% and the banners or advertising display, between 7% and a 16.2% year on year. But, in any case, not would be a redistribution of the same investment, but an increase of investment in total online advertising. This is mainly due to new companies, new divisions, new strategies, would this new display advertising needed to be strengthened.

A need for branding is also the engine that drives to bet in advertising in the form of common and rich banners. We already focus in Spain, in the first half of 2010, investment in display advertising or display has come to represent 48% of online ad spend, compared with 52% which corresponds to advertising on search engines and links patrocinados2. Shown interesting growth figures for 2008 and 2009, even taking into account the crisis affecting all sectors of the Spanish economy and which generally meant that many companies would be forced to readjust or reassign their advertising budgets (for the benefit of marketing online in many cases). In the chart below, you can be seen as the greatest impetus to Display advertising or graphic on sponsored search engine advertising came because from the first half of 2009. There are several factors that lead to this return to graphical advertising and when you think about this, it is inevitable to think about which format will be the dominant network in a few years. A little by new brands, new investors, but also, new audiences and new needs. Already we are away from the image of the user geek in a dark room. For all the new people who have joined internet in the last decade, happily there are new advertising formats on the internet.

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