The advertising market is undergoing a structural transformation driven by digitalisation, changes in media consumption and the development of data-driven technologies. By 2026, advertising expenditure figures clearly reflect this shift: the digital sphere now accounts for the lion’s share of spending, whilst traditional media continue to play a significant role in awareness-building and brand-building strategies.
Analysing current data provides an understanding of how advertising spend is currently distributed and what role the various channels play within an effective media strategy.
A growing global advertising market
Forecasts for 2026 suggest that global advertising spend will exceed $1.15 trillion, representing growth of around 10% compared with the previous year. This increase is driven by factors such as the expansion of e-commerce, the rise of data-driven advertising and the growing automation of media buying.
Against this backdrop, the influence of the digital ecosystem continues to grow. It is estimated that nearly 69% of global advertising spend in 2026 will be allocated to digital media, confirming the internet’s consolidation as the primary advertising platform.
This trend does not mean that traditional media will disappear, but rather that marketing budgets will gradually shift towards formats that are more measurable, targetable and optimisable.
The dominance of the digital environment
The growth in digital advertising spend is one of the most significant trends in today’s advertising market. Globally, digital advertising spend is forecast to reach nearly $888 billion by 2026, with annual growth rates exceeding 12%.
In Spain, the situation reflects a similar trend. Digital advertising accounts for 69.1% of media advertising spend, establishing itself as the market’s leading channel.
Within the digital ecosystem, several formats stand out in particular:
- Search marketing, which leads the way in terms of investment with around €2 billion.
- Social media, which exceeds €1.8 billion.
- Online video and connected TV (CTV), one of the fastest-growing segments.
- Influencer marketing, which continues to expand as an advertising channel.
This growth can be attributed to several key advantages of the digital environment: advanced targeting capabilities, detailed performance measurement, real-time optimisation and automation through programmatic buying.
Furthermore, the development of artificial intelligence and advertising algorithms is accelerating this process. In fact, it is estimated that over 70% of global advertising spend will be managed by automated systems by 2026, reflecting the central role of technology in modern media planning.
The evolution of traditional media
Despite the rise of digital media, traditional media continues to account for a significant share of the advertising market. Globally, spending on these media is set to reach around $260 billion by 2026, with moderate growth of around 2%.
In Spain, media such as television, radio, print media and outdoor advertising continue to play a significant role within the communications mix.
However, the development of the various traditional media has been uneven:
- Television continues to hold a prominent position, albeit with moderate growth.
- Out-of-home advertising is performing well, driven by the digitalisation of media (DOOH).
- Radio remains relevant in certain time slots and among certain audiences.
- Newspapers and magazines are seeing a gradual decline in advertising spend.
This trend is largely driven by changes in media consumption habits. Audiences are becoming increasingly fragmented across digital platforms, social media, streaming services and on-demand content, which reduces the concentration of attention on traditional media.
Strategic differences between the two environments
The current distribution of advertising spend also reflects the different roles played by traditional and digital media within the marketing funnel.
Traditional media are primarily noted for:
- Their ability to reach large audiences in a short space of time.
- Generating awareness and building brand equity.
- High-visibility, credible platforms for advertisers.
For their part, digital media offer clear advantages in:
- Precise audience segmentation.
- Detailed measurement of campaign performance.
- Continuous data-driven optimisation.
- Flexibility to adjust messaging, creative assets or budgets.
This difference explains why many current strategies combine both environments to cover different stages of the consumer decision-making process.
The rise of hybrid models
One of the most significant trends in advertising investment in recent years has been the emergence of hybrid formats that combine features from both worlds.
Some of the most notable examples include:
- Connected TV (CTV), which combines the audiovisual experience of television with digital targeting.
- Digital out-of-home (DOOH) advertising, which integrates data and automation into physical media.
- Retail media, which connects advertising with e-commerce platforms.
These formats reflect a gradual convergence between traditional and digital media, where the boundaries between the two ecosystems are becoming increasingly blurred.
The challenge of optimising advertising spend
Against this backdrop, one of the main challenges facing advertisers and media agencies is optimising the allocation of their advertising budget.
Planning is no longer simply a matter of choosing between traditional and digital media, but rather of identifying the most effective mix based on the campaign’s objectives, the target audience and the consumption context.
In campaigns aimed at raising brand awareness or launching a brand, traditional media can offer rapid and widespread coverage. However, when the aim is to generate engagement, leads or sales, the digital environment tends to offer greater efficiency and scope for optimisation.
For this reason, the most effective media strategies in 2026 are typically based on integrated models, where each channel plays a specific role within the brand’s communication ecosystem.
A clear trend
Advertising expenditure data for 2026 reveals a clear trend: the digital landscape has established itself as the primary destination for advertising spend, driven by its capabilities in targeting, measurement and automation.
However, traditional media continues to play a key role in brand building and in generating mass reach. Rather than competing with one another, both environments complement each other within increasingly integrated media strategies.
In a market characterised by audience fragmentation and the constant evolution of technology, the success of advertising campaigns will depend on brands’ ability to intelligently combine different channels and maximise the impact of their investment.
