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SEO, Digital Marketing Agencies and Services in Spain

Market Research

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Table of Contents

1. INTRODUCTION ............................................................................................................................... 2

2. OVERVIEW OF SEARCH ADVERTISING MARKET ................................................................................. 2

2.1 Search Advertising ..................................................................................................................................... 3

2.2 Revenue Growth ....................................................................................................................................... 3

2.3 Revenue per Internet User ........................................................................................................................ 4

2.4 Revenue as percentage of GDP ................................................................................................................. 5

2.5 Global Comparison – Revenue .................................................................................................................. 5

2.6 Number of e-commerce users in Spain from 2014 to 2020 (in millions) .................................................. 6

2.7 Digital advertising revenue in selected countries in Europe in 2015 (in million U.S. dollars) .................. 6

2.8 Digital advertising revenue in Spain from 2014 to 2020, by format (in million U.S. dollars).................... 7

2.9 Distribution of online purchases made on mobile devices in Spain in 2013, by type .............................. 8

2.10 Digital media revenue in Spain from 2014 to 2020, by category (in million U.S. dollars) ...................... 9

2.11 Number of business in Spain and situation ............................................................................................. 9

3. TRENDS OF DIGITAL MARKETING IN SPAIN ..................................................................................... 10

3.1 Spain, a leader in the use of smartphones .............................................................................................. 12

3.2 The mobile commerce trend ................................................................................................................... 12

3.3 Encouraging younger generation ............................................................................................................ 12

3.4 A Spanish anomaly .................................................................................................................................. 12

4. MAIN PLAYERS IN SPAIN AND ANALYSIS ........................................................................................ 13

4.1 Toormix ................................................................................................................................................... 15

4.2 Axioma & Co ............................................................................................................................................ 15

4.3 B-Reel ...................................................................................................................................................... 15

4.4 SEOP ........................................................................................................................................................ 15

4.5 Senkai Labs .............................................................................................................................................. 16

4.6 The Cocktail ............................................................................................................................................. 16

4.7 SEOCom ................................................................................................................................................... 16

4.8 T2O Media ............................................................................................................................................... 16

4.9 Overalia ................................................................................................................................................... 16

5. REFERENCES .................................................................................................................................. 17

6. APPENDICES .................................................................................................................................. 18

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1. INTRODUCTION

This work aimed to evaluate and analyse digital marketing and SEO agencies in Spain. Spain is a

vibrant country full of extremely qualified and talented people, which their work on Social Media is

placing them in Europe´s top rankings. As an example, the powerful tool SocialBro was born in Spain.

Madrid is full of great and talented companies able to use the Social Media and Marketing to take any

business to a next level in Spain or worldwide.

2. OVERVIEW OF SEARCH ADVERTISING MARKET

In Germany, growth in digital advertising spending is expected to peak in 2013, while France should

see its most dramatic gains next year. In Italy and Spain, by contrast, the economic turmoil of recent

years has severely impeded the development of digital advertising. Growth rates in both countries,

which reflect those markets' relative immaturity, are still climbing and are cast to begin falling only

after 2015.

In most of Western Europe's major ad markets, expenditure on search ads is diminishing as a portion

of total digital ad spending, while display advertising is increasing. The popularity of video ads among

both consumers and advertisers is a major driver of display's growth in the area.

Thanks to surging levels of mobile use, including smartphone ownership, mobile ad spending is rising

more rapidly than any other category of digital ad spending in major Western European markets. This

is nonetheless a very young industry; in 2013, mobile internet ads will account for less than 9% of

total digital ad outlays in France and Germany, for example, and less than 6% in Spain. By 2017,

though, an approximated 36.5% of all digital ad spending in Spain will go to the mobile internet.

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2.1 Search Advertising

Paid-for-search advertising (SEA) denotes text-based advertisements that are displayed next to or

above organic search results in a search engine based on local or keyword-related factors. Google's

AdWords is the biggest provider of search advertising on the securities industry. Not included are

revenues generated through SEO (search engine optimization). All figures refer to net values.

Key Takeaways Spain

▪ Revenue in the "Search Advertising" segment amounts to mUSD 965.2 in 2016.

▪ Revenue is expected to show an annual growth rate (CAGR 2016-2020) of 4.18% resulting in

a market volume of mUSD 1,137.1 in 2020.

▪ The average revenue per Internet user currently amounts to USD 31.52.

▪ The revenue in the "Search Advertising" segment currently corresponds to 0.07% of the

country's GDP.

2.2 Revenue Growth

The "Search Advertising" segment is expected to show a revenue growth of 2.62% in 2017.

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Revenue in the "Search Advertising" segment amounts to mUSD 965.2 in 2016.

2.3 Revenue per Internet User

The average revenue per Internet user in the "Search Advertising" segment is USD 31.52 in 2016.

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2.4 Revenue as percentage of GDP

The revenue in the "Search Advertising" segment corresponds to 0.07% of the country's GDP in 2016.

2.5 Global Comparison – Revenue

With a market volume of mUSD 30,946.7 in 2016, most revenue is generated in the United States.

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2.6 Number of e-commerce users in Spain from 2014 to 2020 (in millions)

The graph presents the number of e-commerce users in Spain in 2014, forecast until 2020. The number

of e-commerce users in Spain is expected to grow 20.6 million in 2015 to 27.6 million in 2020.

2.7 Digital advertising revenue in selected countries in Europe in 2015 (in million U.S. dollars)

The graph presents the digital advertising revenue in selected countries in Europe in 2015. According

to the estimates, digital ad revenue in Germany will reach 7.9 billion U.S. dollars by the end of 2015.

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2.8 Digital advertising revenue in Spain from 2014 to 2020, by format (in million U.S. dollars)

The graph presents the digital advertising revenue in Spain in 2014, and provides a forecast thereof

until 2020, broken down by format. Digital search ad revenue in Spain is expected to grow from 935.2

million U.S. dollars in 2015 to 1.14 billion in 2020.

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2.9 Distribution of online purchases made on mobile devices in Spain in 2013, by type

This statistic represents the distribution of products or services purchased by online buyers on their

mobile devices in Spain 2013. Data distinguishes between physical products purchased online, digital

content, services with the purchase of physical content being most common over mobile devices.

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2.10 Digital media revenue in Spain from 2014 to 2020, by category (in million U.S. dollars)

The graph presents the digital media revenue in Spain in 2014, and provides a forecast thereof until

2020, broken down by category. The digital e-Publishing revenue in Spain is expected to grow from

269.8 million U.S. dollars in 2015 to 644.9 million in 2020.

2.11 Number of business in Spain and situation

Spain, has experienced a structural shift towards the external sector over the last few years. Hence,

although the domestic market remains the key target for Spanish firms, there is a growing tendency

towards internationalization. This change is illustrated impressively by the number of exporting

companies, which rose from 97,418 in 2007 to 147,731 in 2014.

Regarding the regional distribution of SMEs, about 34.6% of all Spanish SMEs are located in the

Mediterranean regions (Balearic Islands, Valencia, Murcia, and Catalonia, which hosts most of them),

followed by the 26.9% which operate in the central region (Castile and Leon, Castile-La Mancha,

Extremadura and Madrid). The Southern (Andalusia, Canary Islands, Ceuta and Melilla) and Northern

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(Aragon, Asturias, Basque Country, Cantabria, Galicia, Navarre and Rioja) regions host 19.4 and

19.1% of all Spanish SMEs, respectively

Regarding the regional distribution of SMEs, about 34.6% of all Spanish SMEs are located in the

Mediterranean regions (Balearic Islands, Valencia, Murcia, and Catalonia, which hosts most of them),

followed by the 26.9% which operate in the central region (Castile and Leon, Castile-La Mancha,

Extremadura and Madrid). The Southern (Andalusia, Canary Islands, Ceuta and Melilla) and Northern

(Aragon, Asturias, Basque Country, Cantabria, Galicia, Navarre and Rioja) regions host 19.4 and

19.1% of all Spanish SMEs, respectively

3. TRENDS OF DIGITAL MARKETING IN SPAIN

Hispennials (Hispanics + Millennials) is fast growing and considered one of the most sought after

markets. Twenty-one percent of Millennials are Hispanic. Millennials are projected to comprise 70%

of all CPG dollar growth share by 2020, and the Hispanic market currently has a $1.2 trillion buying

power.

▪ Within all Hispanic marketing, the Hispennial is the most digitally savvy with both mobile

and social media.

▪ Hispanics are expected to be 53% of the U.S. population by the year 2020.

▪ 70% of Hispanics are under the age of 40.

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One of the biggest areas of opportunity to reach Hispennials is developing valuable content in both

Spanish and English. Currently there is a lack of Spanish digital content. A recent Nielsen study shows

that 60% of Spanish-speaking U.S. Hispanic consumers agree that there is a lack of Spanish digital

content. According to Google, 56% of Hispanics that are not online cite a lack of Spanish content as

the main reason why they are not using the Internet.

The today's fragmentation of media is passing at an incredibly high speed on several platforms,

especially in Spain. In the following will be explained why.

We are no simply talking about computers anymore. We are talking about the increasing role of

smartphones, tablets, gaming platforms and a variety of emerging devices.

People consume content anywhere, anytime and computers are no longer the core of the digital sphere.

In fact, the more time is presently spent on apps rather than on the web.

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3.1 Spain, a leader in the use of smartphones

According to a story by ‘Digital Nature’, Spain has become the European country with the highest

penetration of smartphones and tablets, with over 66% (Penetration in EU5: UK, Germany, France,

Spain, Italy is ‘only’ 55%). According to a story by ‘Digital Nature’, Spain has become the European

country with the highest penetration of smartphones and tablets, with over 66% (Penetration in EU5:

UK, Germany, France, Spain, Italy is ‘only’ 55%).

3.2 The mobile commerce trend

On a commerce stand point, the numbers also show that Spaniards have been ready for a long time

for the digital era and are now fully embracing it. Access to social networks through mobile grew by

45% compared to a year ago. 10% of smartphone users bought a product or service from their devices;

while 16% used them to compare prices between different institutions.

3.3 Encouraging younger generation

The gaming industry is booming, social networking is rising, online trading has increased by 2 digits

every year. This sounds like a pretty idyllic place. Which is a big thing considering how bad Spain

got hit by the 2008 economic meltdown. With a 52% youth unemployment rate, Spain needs jobs, a

lot of them.

This is why those numbers are so encouraging for the younger generation or so called “Spain's lost

generation”. The same generation which Spain would need in society to create new ideas, brings new

investors and new companies.

3.4 A Spanish anomaly

And yet, despite all of these incredibly encouraging numbers and potential business opportunities in

the digital sphere, Spain remains an anomaly of its own/

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Since 2008, it’s been proven that the old fashioned ways of accomplishing things are now exercising

anymore, and yet the existing Spanish legislation just ousted two major foreign tech companies: Uber

and Google News.

4. MAIN PLAYERS IN SPAIN AND ANALYSIS

Top 10 SEO brands in Spain

# Top 10 SEO Agencies in Spain

Company Revenue $ ACTIVE CLIENTS

Website

1 SEOP 5 million - $10 million

500 http://www.seop.com/

2 SEO Brand $10 million 300 http://www.seobrand.com/

3 UK Secure Web Hosting

5 million - $10 million

58 http://www.solar-internet.com/

4 Mister Web $3 million - $5 million

68 www.misterweb.co.uk

5 SEO Services Spain

$250,000 - $1 million

30 http://www.seoservicesspain.com/

6 SEOibiza $1 million - $3 million

45 http://www.seoibiza.com/

7 Anoop System $1 million - $3 million

50 http://www.anoopsystems.com/

8 SEO in Spain $3 million - $5 million

69 http://www.seo-in-spain.com/

9 SEO Costa Blanca Web Designers

$3 million - $5 million

67 http://www.costablancawebdesigners.com/

10 Seo Company Spain

$3 million - $5 million

42 http://www.seocompanyspain.com/

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0

2000000

4000000

6000000

8000000

10000000

12000000

1

DO

LLA

R S

BRANDS

SEO brands by revenue in $ SEOP

SEO Brand

UK Secure Web Hosting

Mister Web

SEO Services Spain

SEOibiza

Anoop System

SEO in Spain

SEO Costa Blanca Web Designers

Seo Company Spain

41%

24%

5%

6%

2%4%

4%6%

5% 3%

Market Share (number of clients)

SEOP SEO Brand UK Secure Web Hosting

Mister Web SEO Services Spain SEOibiza

Anoop System SEO in Spain SEO Costa Blanca Web Designers

Seo Company Spain

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Other agencies with description:

In accordance with web research, agencies that are listed also has good positions and market share in

Spain.

4.1 Toormix

Toormix is a design studio based in Barcelona working to help clients boost their business through

design. Founded in 2000, Toormix works in close collaboration with local and international clients

with a clear focus on innovation and brand development.

4.2 Axioma & Co

Axioma & Co. is a digital creative agency. Experts in creating experiences that transform the brand.

They elaborate digital ideas that people want to be part of, in other words: they create lasting

connections between audiences and brands, offering a wide range of services. From design and

creation to the development and production of content through social, monitoring and analysis.

4.3 B-Reel

B-Reel is a creative partner. B-Reel creates meaningful experiences through innovation in storytelling,

technology, entertainment and products. B-Reel commands a global presence, with offices in

Stockholm, New York, London, Los Angeles, Berlin and Barcelona.

4.4 SEOP

SEOP, one of the top rated Digital Marketing and SEO organizations in the world. SEOP’s

sophisticated suite of advanced strategic Search Engine Optimization and Digital Marketing services

including PPC Management, Mobile Marketing, Social Media Marketing and Reputation

Management will help you grow your business and dominate your competition.

SEOP provides Digital Marketing for some of the most successful and fastest growing companies in

the world. From world class search engine optimization to paid search advertising to social media

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marketing, SEOP.com offers everything you need to fully leverage the internet to grow your business

to its maximum potential.

4.5 Senkai Labs

Search marketing focused on revenue and profit, not in rankings. Our services include: SEO/PPC

audits and consulting, web analytics, conversion optimization and mail marketing. We work in

English, Spanish, Italian and French and we are based on Madrid.

4.6 The Cocktail

They do SEO, PPC, SMO, design, UX, web analytics and web development (RoR, front/back-end

solutions).

4.7 SEOCom

SEO/PPC and SMO for clients like La Caixa, Privalia, Cara de poker, etc.

4.8 T2O Media

SEO/PPC and Performance for clients like Rumbo, Logitravel, eDreams, Europcar, ING Direct,

Génesis, Ikea, etc.

4.9 Overalia

SEO/PPC/Web analytics and SMO for some important B2B clients.

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5. REFERENCES

BARD Advertising, I. (2015). Hispanic Marketing Trends for 2015 - BARD Advertising. [online]

BARD Advertising. Available at: http://www.bardadvertising.com/blog/hispanic-marketing-

trends-2015/ [Accessed 6 Jun. 2016].

Cia.gov. (2016). The World Factbook. [online] Available at:

https://www.cia.gov/library/publications/resources/the-world-factbook/geos/sp.html [Accessed

6 Jun. 2016].

Digital advertising revenue in Spain from 2014 to 2020, f. (2016). Digital Market Outlook: digital

ad revenue by format Spain 2020 | Statistic. [online] Statista. Available at:

http://www.statista.com/statistics/457483/digital-advertising-revenue-format-digital-market-

outlook-spain/ [Accessed 6 Jun. 2016].

Digital media revenue in Spain from 2014 to 2020, c. (2016). Digital Market Outlook: digital media

revenue by category Spain 2020 | Statistic. [online] Statista. Available at:

http://www.statista.com/statistics/457434/digital-media-revenue-category-digital-market-

outlook-spain/ [Accessed 6 Jun. 2016].

Distribution of online purchases made on mobile devices in Spain in 2013, (2016). Mobile device:

purchase distribution Spain 2013 | Statistic. [online] Statista. Available at:

http://www.statista.com/statistics/441308/shopping-on-mobile-devices-distribution-of-

purchases-in-spain/ [Accessed 6 Jun. 2016].

Emarketer.com. (2016). Digital marketing statistics for Western Europe | eMarketer. [online]

Available at: https://www.emarketer.com/coverage/westerneurope [Accessed 4 Jun. 2016].

Statista. (2016). Active Spanish enterprises 2008-2013 | Statistic. [online] Available at:

http://www.statista.com/statistics/502494/active-enterprises-spain/ [Accessed 6 Jun. 2016].

Statista. (2016). Search Advertising - Spain | Statista Market Forecast. [online] Available at:

https://www.statista.com/outlook/219/153/search-advertising/spain#market-driver [Accessed 4

Jun. 2016].

topseos. (2016). Rankings of Best SEO Services in Spain | June 2016. [online] Available at:

http://www.topseos.com/es/best-seo-companies-in-spain [Accessed 6 Jun. 2016].

Welance.de. (2016). Spain's future digital industry - Welance. [online] Available at:

https://welance.de/journal/spain-future-digital-industry/ [Accessed 6 Jun. 2016].

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6. APPENDICES

List of Digital Marketing agencies in Spain and their contact details

1. Axioma & Co

Aribau, 135 Pral 1ª 08036 Barcelona

933424960 | info@axiomaco.com

www.axiomaco.com

Axioma & Co. is a digital creative agency. Experts in creating experiences that transform the brand.

They elaborate digital ideas that people want to be part of, in other words: they create lasting

connections between audiences and brands, offering a wide range of services. From design and

creation to the development and production of content through social, monitoring and analysis.

2. B-Reel Barcelona digital agency

Tallers 22, 3rd floor 08001 Barcelona

+34 936 243 479 | barcelona@b-reel.com

www.b-reel.com

B-Reel is a creative partner. B-Reel creates meaningful experiences through innovation in storytelling,

technology, entertainment and products. B-Reel commands a global presence, with offices in

Stockholm, New York, London, Los Angeles, Berlin and Barcelona.

3. Binaria digital agency barcelona spain

Plaça de Catalunya, 8 , 08007 Barselona

+34 932 68 73 64 | info@binaria.com

www.binaria.com

Binary is a creative digital agency specializing in digital media, content marketing, web design and

UX.

4. Beabloo Barcelona digital marketing agency

C/ Llacuna 161 4º 1ª 08018 Barcelona

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+34 935182207 | info@beabloo.com

www.beabloo.com

Beabloo is an innovative company that offers an integrated and easy-to-use marketing tool to create

and manage digital communications platforms.

5. Code d'Azur digital marketing agency

Carrer d’Ali Bei 25 08010 Barcelona

+34 93 265 6367 | info@codedazur.es

www.codedazur.com

Code d’Azur is a creative digital agency based in Amsterdam and Barcelona, works for advertising

agencies and direct clients. Code d’Azur creates digital brand experiences by meshing together

strategy, creation, design and cutting edge technologies.

6. CDM

C/Viriat 47, planta 12. Edificio Numancia 1 08014 Barcelona

+34 93 419 28 14 | malmirall@cdmworldagency.com

www.cdmworldagency.es

CDM Barcelona is an agency specialized in strategic communication initiatives for healthcare

companies. Their strategies are driven by medical expertise, digital experience and creative

innovation.

7. Disko Barcelona digital agency barcelona spain

C/ Zamora, 46-48 08005 Barcelona

Please use the contact form on the website.

www.disko-agency.com

DISKO is an independent, conversational digital agency founded in 2010. Our talented team includes

enthusiasts folks specialized in data, insights, research and ideas.

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8. Doubleyou Barcelona digital agency

Església, 4-10, 2° B, 08024. Barcelona

+34 932923110 | info@doubleyou.com

www.doubleyou.com

Doubleyou is an integrated marketing communications agency and has offices in Barcelona, Madrid

and Mexico. Doubleyou’s mission is to interpret advertising in the new media environment in which

we live.

9. Edka Digital

Av. del Tibidabo, 9 Barcelona, 08022

+34 655 75 46 87 | hello@edkadigital.com

www.edkadigital.com

Edka Digital is an independent, digital creative agency founded in Barcelona. – More impact through

simplicity.

10. Elaspacio

Calle Pallars 147, planta 4, 08018 Barselona

+34 933 00 24 07 | hello@elespacio.net

www.elespacio.net

Elaspacio is a digital agency focusing on service design and interactive campaigns.

11. Ente

Ronda Universitat, 16, 1º 08007 Barcelona

+3 93 270 39 39 | ente@ente.com

www.ente.com

Ente is an agency responsible for buying advertising space in the various communication media and

supports, optimising advertising investment.

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12. Wonderwall

Sant Joan de La Salle 42 08022 Barcelona

+34 622 738 909 | iwant@ewonderwall.com

www.ewonderwall.com

eWonderwall is a bilingual digital marketing agency of young creatives, digital natives, travellers,

entrepreneurs, ex-Googlers, expats, multilingual citizens of the world forever loyal to the web.

13. Gestazion

Gran Vía de les Corts Catalanes, nº 583 6ª planta, 08011 Barcelona

+34 93 590 79 54 | informacionbcn@gestazion.com

www.gestazion.com

Gestazion combines expertise in online marketing with its multi-display technology which offers

reach, engagement and conversion solutions.

14. Herraiz Soto & Co

C/ Badajoz 127 Nave 3 y 4 22@ Barcelona

+34 93 238 99 00 | friends@herraizsoto.com

www.herraizsoto.com

Herraiz Soto & Co is an independent creative agency based in Barcelona with a digital DNA.

15. Hommu Studio

Badajoz 19, bajos 1a 08005 Barcelona

+34 657 037 390 | studio@hommu.com

studio.hommu.com

Hommu Studio is an independent multidisciplinary creative studio based in Barcelona. Our main

services are Branding, Graphic & Web Design, Interactive campaigns, marketing online & illustration.

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16. Igriega

Rubinstein, 4 08022 Barcelona

934 880 333 | info@igriega.net

www.igriega-comunicacion.com

Igriega is an agency beyond the 360º to create friendly brands.

17. LOLA

Carrer de Pedro i Pons, 6-8, 8034 Barcelona

+34 93 545 43 00 | hola@hello-lola.com

www.hello-lola.com

Lola is a community of creative, talented people with a passionate latin spirit and a global vision.

Their aim is to get to the hearts of people, regardless of where they live in the world.

loud creative marketing agency Barcelona

18. LOUD

Milà i Fontanals 14, 2o 9a Barcelona

(+34) 931 707 970 | loud@loudbarcelona.com

www.loudbarcelona.com

LOUD is a full-service creative marketing agency that connects brands to their audiences through

strategy driven remarkable experiences.

19. Machinas

Avinguda del Portal de l’Àngel, Nº 24, 2° 1ª 08002 Barcelona

+34 933 023 640 | enquiry@machinas.com

www.machinas.com

Machinas is a creative agency offering design, strategy and digital solutions for the fashion & luxury

e-commerce industries.

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20. Marketvalley

Gran Via de les Corts Catalanes 680

+(34) 93 414 50 39 | info@marketvalley.es

www.marketvalley.com

Marketvalley is a digital marketing agency specialised in international traffic acquisition via SEO,

SEM, Email Marketing and Social Media channels. Also specialists in Conversion Rate Optimization

(CRO) and Web Analytics. Marketvalley aims to offer the best digital marketing services to get

maximum profitability for customers.