Digital advertising in Spain: present and future keys from an international perspective

The leading Italian economic media outlet and one of the most reputable in Europe, The Sun 24 Hours, has recently published a report on the evolution of digital advertising in the European Union over the last 5 years. In this collaborative work, the prestigious publication has sought the vision of David Galán, founding partner and CEO of MIG Advertising Spain, owner of MIG PThis is a summary, to explain the reality and the trends that mark the Spanish market.

The interview with David focused on five fundamental axes that the media wanted to analyse by country and which are shaping the present and future of digital advertising in each market. Although here we leave you access to the report published by the media outlet, We find it interesting to capture in this article the complete development of the different questions. That our CEO's vision forms part of this European analysis underscores MIG's role as a relevant player in the industry's transformation.

In the last five years, online advertising trends in our country have evolved significantly, driven by several key factors. One of the most prominent shifts has been the surge in **video advertising**. Platforms like YouTube, TikTok, and Instagram Reels have become central to content consumption, and brands are increasingly allocating budgets to create engaging video ads, from short-form, attention-grabbing clips to longer, more narrative-driven content. This is fuelled by the higher engagement rates video offers, its ability to convey emotion and complexity, and its growing dominance in social media feeds. **Personalisation and programmatic advertising** have also seen substantial growth. Advances in data analytics and artificial intelligence allow advertisers to target specific demographics, interests, and behaviours with unprecedented precision. This means ads are becoming more relevant to the individual user, leading to higher conversion rates and a better user experience. The drive for efficiency and ROI is a major factor here, as businesses want to ensure their ad spend is reaching the most receptive audiences. There's been a notable rise in **influencer marketing**. Collaborations with social media personalities who have a dedicated following have become a mainstream strategy. Consumers, especially younger demographics, tend to trust recommendations from influencers they follow more than traditional advertising. This trend is pushed by the desire to build authentic connections with audiences and leverage the trust and reach influencers have cultivated. **Social commerce** is another area experiencing rapid development. Platforms are integrating shopping features directly into their apps, allowing users to discover and purchase products without leaving the social media environment. This is a direct response to consumer demand for seamless shopping experiences and the desire of platforms to capture a larger share of e-commerce spending. Finally, there's a growing emphasis on **privacy-conscious advertising**. With increasing awareness and regulations around data privacy (like GDPR and similar initiatives), advertisers are adapting by shifting towards first-party data, contextual advertising, and other methods that respect user privacy while still enabling effective targeting. This change is being driven by regulatory pressures and a growing consumer expectation for ethical data handling.

In five years, we've gone from bombarding with ads to seducing with data. Digital advertising is no longer a matter of volume, but of surgical precision. Connected television, retail media, and influencers have been the drivers, while the progressive disappearance of cookies has forced brands to think about real audiences and not digital ghosts.

And now comes the real revolution: generative and predictive AI. What used to be segmentation, tomorrow will be anticipation. In a short time, advertising will not only find us; it will know what we want even before we look for it.

Are there specific industries in your country that are leading (or resisting) the transition to digital advertising?

Today in Spain, there are only two types of sectors: those that already sell digitally and those doomed to sell less. Automotive, retail, banking, tourism, and telecommunications have embraced the change and are the major investors. On the opposite side, micro-enterprises and very local sectors like traditional commerce still believe they can wait. But the truth is harsh: resisting digital advertising isn't strategy, it's business suicide.

How do local SMEs perceive the cost-benefit relationship of online advertising versus traditional media?

For an SME, advertising solely in traditional media is like continuing to pay in pesetas: romantic, but useless. Digital advertising allows them to compete with large brands on equal terms: they can measure, segment, and adjust in real time. The barrier is no longer cost, but a lack of time and knowledge. Today, seven out of ten SMEs recognise that without digital, they would lose customers. In my opinion, the internet is not their marketing alternative, it is their only currency for the future.

Have recent privacy regulations or platform policy changes affected how businesses advertise online in your market?

Regulation has been a true natural filter: those who only knew how to buy cookies are in crisis; those who know how to build relationships with their own data are at the top. Privacy is no longer a regulatory nuisance, it is the foundation of a new pact with the consumer. And although the rules of the game have changed, those who know how to combine creativity with their own data will emerge stronger. Digital advertising in Spain has not slowed down, it has been refined. Today, the one who shouts loudest doesn't survive, but the one who listens best does.

What role do national digital platforms play compared to global giants like Google and Meta in your country?

Google and Meta are the motorways we all use, but local platforms are becoming smart shortcuts: less traffic, more affinity, and increasing speed. Media consortia, Spanish retail media, and adtech solutions like Seedtag are proving that local can compete by offering trust, proximity, and consumer knowledge that the giants lack.

And if we look to the future, the next big change will be when AI combines with these local platforms: it's not just about displaying ads, but about creating personalised advertising experiences in real time and at scale. That's where Spain can play a differentiating card against global dominance.