The director of Google Agencies in Spain, José Luis López de Ayala, said today that companies “lack the courage” for the Internet to come to the fore in their strategies, which, together with the crisis, is slowing down evolution of Nigeria Mobile Database the advertising market “online” in Spain. In an interview at the OMExpo Internet marketing and advertising congress, López de Ayala pointed out that the weight of television is still too important for many brands, which do not dare to seek audiences in other media.
In his opinion, right now the Internet is the “poor brother” of companies’ strategy and it lacks the courage to come to the fore and be the axis of communication. Advertising investment on the Internet in Spain represents around 10% of the total, behind other European countries. “Online advertising is growing and there are opportunities, but the crisis situation in Spain, more aggravated than in the rest of Europe, will make the evolution towards Internet investment slower than the rest,” he said.
“We operate in a market in which approximately 600 million euros are invested, of which half goes to searches and the rest to graphics,” explained López de Ayala, who, despite the situation, was optimistic about the evolution future of this market. “There will be more and more audience and online advertising will continue to grow,” advanced the Google Brother Cell Phone List manager, very confident in the success of video as an advertising tool on the Internet. “The star product in the coming years in display advertising will be video. The user is attracted to audiovisual content, there is a great demand and it is not intrusive advertising,” he said.
The Google manager stressed that, after the acquisition of the YouTube video website in 2006, the Internet giant’s commitment to this format is “enormous.” Looking ahead to 2010, López de Ayala advanced that Google expects a positive year in Spain with growth in search advertising, from which 95% of the company’s income comes, and in other formats and areas, such as YouTube.