Market Insights Advertising & Media Advertising

Search Advertising - Portugal

Portugal

Ad spending in the Search Advertising market in Portugal is forecasted to reach €0.45bn in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 8.29%, leading to an estimated market volume of €0.67bn by 2029.
When compared globally, the majority of ad spending is anticipated to originate from the United States (€125.80bn in 2024).
Within the Search Advertising market, 28% of total ad spending is projected to come from mobile sources in 2029.
The average ad spending per internet user in the Search Advertising market is predicted to be €53.37 in 2024.
Portugal's Search Advertising market is experiencing a surge in digital ad spending, driving competition among brands for online visibility.

Key regions: Australia, Japan, United States, Europe, Asia

Mercado

Región

Comparación de regiones

Moneda

Analyst Opinion

The Search Advertising market in Portugal has been experiencing significant growth in recent years.

Customer preferences: Portuguese consumers have shown a strong preference for online shopping and digital services, which has led to an increase in demand for search advertising. With the rise of e-commerce platforms and the convenience of online shopping, consumers are increasingly using search engines to find products and services. This has created a lucrative market for advertisers to target potential customers through search advertising.

Trends in the market: One of the key trends in the Search Advertising market in Portugal is the increasing adoption of mobile devices. With the widespread use of smartphones and tablets, consumers are accessing the internet on the go, and search advertising on mobile platforms has become crucial for businesses to reach their target audience. Advertisers are investing in mobile-friendly campaigns and optimizing their websites for mobile search to capture the attention of mobile users. Another trend in the market is the growing competition among businesses to appear at the top of search engine results. As more businesses recognize the importance of search advertising, the competition for ad placements has intensified. Advertisers are employing various strategies, such as targeted keywords, ad extensions, and bid optimization, to improve their visibility and maximize their return on investment.

Local special circumstances: Portugal has a relatively small population compared to other European countries, which presents both challenges and opportunities for the Search Advertising market. On one hand, the smaller target audience means that advertisers can reach a more specific and targeted group of consumers. On the other hand, it also means that the market may become saturated quickly, making it more difficult for businesses to stand out from the competition.

Underlying macroeconomic factors: The overall economic growth and stability in Portugal have contributed to the development of the Search Advertising market. As the country's economy continues to recover from the financial crisis, businesses are investing more in advertising to attract customers and boost sales. The increasing disposable income of Portuguese consumers has also played a role in driving the demand for search advertising, as people have more purchasing power and are willing to spend on products and services. In conclusion, the Search Advertising market in Portugal is growing due to customer preferences for online shopping, the increasing adoption of mobile devices, and the competition among businesses to appear at the top of search engine results. The local special circumstances, such as the smaller target audience and the underlying macroeconomic factors, including economic growth and stability, have also contributed to the development of the market. As businesses continue to recognize the importance of search advertising in reaching their target audience, the market is expected to further expand in the coming years.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.