A Realize & Appinio Study
The State of Performance Marketing in Spain
We surveyed 100 marketing leaders to understand how to navigate the CPC crisis and the disruption of AI.
The Evidence: Market Reality and Adaptation Strategies
We consulted performance professionals managing active campaigns in Spain to bridge the gap between theory and marketing reality. Inside the report, you’ll find:
The Growth Paradox:
- Why 98% consider performance vital, yet 83% feel challenged by unpredictable consumer behavior.
The Reputation Shield:
- How 44% of experts are responding to rising CPCs (86%) by prioritizing brand visibility and prestige.
The Great Digital Migration:
Data on the 79% of marketers already exploring new channels as AI reshapes the future of traditional search traffic.
Creative Fatigue:
Why 66% of specialists now prefer integrated formats over traditional banners to combat creative fatigue.
The Real-World Data Behind the Study
100+
Marketing Professionals surveyed (Brands & Agencies).
86%
Reporting significant increases in CPCs.
93%
Rating trusted environments as a non-negotiable requirement.
What you’ll learn in this report:
- Strategic Diversification: Why relying solely on “Walled Gardens” is no longer a viable long-term option.
- The Trust Mandate: The importance of high-quality environments (93%) as the new operational standard for brand safety.
- Innovation Over Legacy: How 66% of leaders select partners based on technological innovation and transparency rather than status quo tools.
- Format Efficiency: Analysis of how native content is outperforming intrusive formats in the current Spanish landscape.
