Portugal’s digital marketing landscape in 2026 demonstrates a significant shift towards video advertising, accounting for nearly 40% of total digital ad spend. The €480 million investment reflects the growing consumer engagement with video content on social media and streaming platforms. PPC campaigns continue to be a core component, with expenditure reaching €360 million, driven by targeted advertising strategies.
The average CPC in Portugal has increased slightly to €0.45, indicating competitive bidding in digital markets. Video ads enjoy a CTR of 2.8%, showcasing effective engagement levels among Portuguese audiences. These trends suggest a robust digital advertising environment, with businesses prioritizing video content to capture consumer attention and drive sales in a competitive market.