Editor’s note: This article was first published in March 2011, and describes the Spanish advertising market in 2011, including the forecast by Google’s head in Spain that online advertising would grow more than 30% the following year.
We are still slow to give online advertising the importance it deserves, even though it has been shown to be far more profitable for advertisers, as long as we design a good strategy and know how to choose where to advertise, which ad placement to use and the right campaign.
To get an idea of how profitable this kind of advertising is, consider that a well-respected digital newspaper may get around 15 million visits a month online (I don’t have exact figures), and, if I remember correctly, no newspaper in Spain sells 15 million copies a month. Even so, we keep paying much more to advertise in print than online.
What’s more, with a print ad you never know for sure how many people actually see it, whereas online you can pay per 1,000 ad impressions or choose a cost-per-click campaign, meaning you only pay for each person who clicks on your ad. You can track your campaigns at any time, as long as you choose a program that offers that option.
A sharp rise is expected in the number of advertisers, who are increasingly aware that their business needs to advertise online. That is why, as the months go by, more and more companies are working in advertising brokerage. According to the head of Google in Spain, online advertising will grow by more than 30% next year, not counting the fact that the number of internet connections will also increase, and not forgetting the growing number of mobile phones with internet access, which will give advertising a new twist.
That said, we should bear in mind that online advertising can be a world in which, as a business owner or the owner of a small business, you need to know certain details that can sometimes be somewhat “misleading” if you are not familiar with them.
In an upcoming article, we will offer advice on how to get the most out of your online advertising at low cost and tailor it to your specific market. We will also bust some myths about this kind of advertising, with the help of online marketing experts who will give us tips on the most useful types of ads and the best way to do targeted advertising.
Featured image: Nenad Stojkovic, CC BY 2.0, via Wikimedia Commons.
