Investment in app advertising grew by 15% in Spain during 2024

[shukla7789]

Marketing4ecommerce Content Manager
SAccording to a study by AppsFlyer , a specialist in marketing measurement, attribution and data analysis, in 2024 Spain registered a 15% increase in advertising investment in non-gaming applications, standing out as one of the most dynamic markets in Europe. In contrast, gaming apps , although stable compared to other countries, registered a slight decrease of 3%.


In terms of installs , non-gaming apps grew by 30% , while gaming apps grew by 3%.

Globally , app user acquisition grew by 5% to $65 billion. In-app purchases in non-gaming apps increased by 20%, and ad spend on financial apps grew by 61%, driven by the growth of crypto and fintech, while ad spend on shopping apps fell by 8%, following aggressive global market penetration by major Asian players in 2023.

Advances in AI and hybrid monetization strategies
Generative AI has revolutionized the industry, driving a 200% increase in paid app installs. Additionally, hybrid monetization strategies continue to gain prominence, combining ad revenue and in-app purchases. These moj database drove 26% growth in ad revenue from non-gaming apps and 7% growth in gaming.

At the install level, leisure apps such as casinos and gambling (+102%), sports betting (+93%) and lifestyle (+43%) saw significant growth, reflecting a shift in user preferences towards more entertaining experiences. ‘Needs-based’ app categories such as transport and utilities remained stable.

Remarketing and deep linking
Remarketing outperformed paid installs with a 22% growth in conversions across paid channels. In parallel, deep linking adoption grew significantly , led by Web-to-app (+77%), followed by email-to-app (+45%), text-to-app (+29%) and QR-to-app (+16%). These technologies have enabled brands to maximize the value of existing users through more personalized experiences.

Predictions for 2025: What to expect?
Looking ahead to 2025, more and more non-gaming brands and apps are expected to invest in gaming inventory. In-app purchases will also grow, driven by three enduring factors: the refinement of mixed monetization strategies, efficient loyalty programs, and evolving consumer behavior. These habits include more frequent purchases of low-cost products, prioritizing quantity over quality, and a growing familiarity with online shopping.


Paid installs are also likely to increase with the expected growth in budgets. Remarketing initiatives will remain significant, underlining the positive impact of monetization strategies: the goal is to reactivate as many existing users as possible, foster loyalty and increase user lifetime value (LTV).