So advertisers seek to “monetize” said interest with consumer actions that approximate or specify the UK B2B List purchase intention (visit the website, registration and creation of accounts, direct purchase, etc.). According to the internal estimates of the CNMC. Search advertising in Spain could have generated around 1,500 million euros in 2019. And the weight of Google in it may exceed 90% in line with what happens in other geographical areas. On the other hand, display advertising , which results from ads that can appear in different formats video. Banners, “native” advertising. while the user browses web pages and mobile applications (apps). In general, with this advertising, advertisers intend to improve brand awareness and image. Although they can also, in certain ad formats
Spanish eCommerce grows by challenges of advertising
Look for specific consumer actions (such as clicks and visits to the website that may end in the purchase. Or other actions, such as registration and account creation). According to the internal estimates of the CNMC. Advertising in Spain could have generated around 1,950 million euros. In 2019 and the weight of Facebook in it (including Instagram) may exceed 40%(in line with what happens. In other geographical areas), with Amazon and YouTube (the latter owned by Google) at a notable distance. The remaining 800 million euros constitute the so-called open display. Where publishers of different sizes and national audiences (such as digital newspapers. TV and internet radio) negotiate their advertising space with advertisers or agencies through intermediaries.
for the first time exceeds € 50,000M in annual turnover
Large platforms are also present in these inter mediation tasks for third parties , where the concentration in these inter mediation services is also high in Spain, with Google weighing more than 50% -70% depending on the type of service . Amazon and Facebook are also present in this inter mediation work, although with lower weights than Google. First, the costs may be higher for advertisers compared to an alternative scenario of greater competition , and they are likely to pass them on (in whole or in part) to higher prices for final goods, eroding consumer welfare Find List. For this reason, the role of advertising as a catalyst for competition suffers: if companies (especially those nascent, small or innovative) have more difficulties in publicizing their products, efficiency and general well-being suffer throughout the economy.