{"id":243767,"date":"2026-07-08T13:37:22","date_gmt":"2026-07-08T11:37:22","guid":{"rendered":"https:\/\/ipmark.com\/?p=243767"},"modified":"2026-07-08T14:07:22","modified_gmt":"2026-07-08T12:07:22","slug":"la-inversion-digital-europea-crece-en-2025","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=243767","title":{"rendered":"La inversi\u00f3n digital europea creci\u00f3 un 10,5% en 2025"},"content":{"rendered":"<p><strong>La inversi\u00f3n publicitaria digital en Europa ha crecido un 10,5% en 2025 hasta los 131.100 millones de euros, un ritmo de crecimiento inferior al incremento del 16% registrado en 2024.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan datos de la vig\u00e9sima edici\u00f3n del <\/span><i><span style=\"font-weight: 400;\">AdEx Benchmark Report<\/span><\/i><span style=\"font-weight: 400;\"> de IAB Europe, por formatos, social ha concentrado el 27,1% de la inversi\u00f3n digital europea, display el 21,9%, search el 35,2%, clasificados y directorios el 5,6% y retail media el 10,2%.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En t\u00e9rminos de inversi\u00f3n, social ha alcanzado los 35.500 millones de euros, con un crecimiento del 19,2%; search ha llegado a 56.200 millones, con un alza del 8,8%; display ha sumado 32.000 millones, tras crecer un 5,9%; y clasificados y directorios han avanzado un 6,5%, hasta 7.400 millones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El v\u00eddeo ha ganado peso dentro de la inversi\u00f3n digital europea. La inversi\u00f3n total en este formato ha aumentado un 19,6%, hasta 34.000 millones de euros, y por primera vez representa m\u00e1s de la mitad de la inversi\u00f3n en display. Dentro de social, el v\u00eddeo ha alcanzado 18.602 millones, con un crecimiento del 25,7%, frente a los 16.908 millones de la publicidad social est\u00e1ndar, que ha crecido un 12,9%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En display fuera de social, la inversi\u00f3n en v\u00eddeo ha subido un 13%, hasta 15.358 millones de euros, mientras que audio ha crecido un 13,9%, hasta 1.230 millones. La publicidad display est\u00e1ndar ha retrocedido un 0,8%, hasta 15.461 millones. En audio, podcast ha alcanzado 539 millones, tras crecer un 16,7%, y el resto de formatos de audio ha sumado 691 millones, con un avance del 11,8%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Retail media ha alcanzado 13.314 millones de euros en 2025, un 16,7% m\u00e1s, y ha superado el 10% de la inversi\u00f3n publicitaria digital europea. Dentro de search, la inversi\u00f3n est\u00e1ndar ha aumentado un 6,8%, hasta 46.153 millones de euros, mientras que retail search ha avanzado un 19,1%, hasta 10.002 millones.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Espa\u00f1a, cuarto mercado por volumen de inversi\u00f3n<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Espa\u00f1a ha alcanzado una inversi\u00f3n publicitaria digital de 6.703 millones de euros en 2025, lo que la sit\u00faa como cuarto mercado europeo por volumen, por detr\u00e1s de Reino Unido, Alemania y Francia. El mercado espa\u00f1ol ha crecido un 11,3% frente a 2024, por encima del avance europeo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por formatos en Espa\u00f1a, display ha sumado 2.028 millones de euros y ha crecido un 11,2%. El v\u00eddeo fuera de social ha representado el 38,9% de la inversi\u00f3n display del pa\u00eds, mientras que el audio digital ha aumentado un 8,5%. Search ha alcanzado 2.419 millones de euros y ha crecido un 12,5%. En clasificados y directorios, Espa\u00f1a ha registrado 352 millones de euros y un crecimiento del 20,3%.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El mercado alcanza los 131.100 millones de euros, con social, v\u00eddeo y retail media como principales motores de crecimiento. Espa\u00f1a suma 6.703 millones y avanza por encima de la media europea. <\/p>\n","protected":false},"author":29,"featured_media":243769,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[175,148],"class_list":["post-243767","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-inversion-publicitaria","tag-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La inversi\u00f3n digital europea creci\u00f3 un 10,5% en 2025<\/title>\n<meta name=\"description\" content=\"El mercado alcanza los 131.100 millones de euros, con social, v\u00eddeo y retail media como principales motores de crecimiento.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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