Leading Brands in Spain's Business & Industrials Category: Q2 2024 Analysis

Introduction

In the ever-evolving landscape of Business & Industrials in Spain, several brands have distinguished themselves with significant digital footprints across websites and mobile applications. In Q2 2024, Repsol, MOEVE (formerly CEPSA), and Acciona, S.A. emerged as leaders, showcasing impressive audience engagement and strategic advertising efforts. This analysis, powered by Sensor Tower's comprehensive data offerings, delves into the performance and trends of these brands.

Repsol

Digital Presence

Repsol's digital ecosystem includes its website, repsol.com, and the Waylet. Pagos con el móvil app.

• Audience Trends: From Q1 to Q2 2024, repsol.com experienced fluctuating visits, starting around 6.6M in January and tapering to approximately 2.7M by June. The monthly deduplicated audience remained stable above 4.4M throughout the quarter, with a notable shift towards app-only visitors.

• App Engagement: The Waylet app saw a gradual decrease in monthly active users, from over 1M in January to just under 930K by June, indicating a steady but slight decline in mobile engagement.

• Ad Spend & Channels: Repsol's monthly advertising spend showed variability, peaking over $180K in June. Facebook and Instagram dominated the channels, with Facebook delivering the majority of impressions.

MOEVE (Formerly CEPSA)

Digital Presence

MOEVE's online presence includes its website, cepsa.com, and the Moeve app.

• Audience Trends: Cepsa.com saw significant growth in Q2, with visits peaking at over 1.9M in April. The monthly deduplicated audience consistently surpassed 1M, with a balanced distribution between web and app visitors.

• App Engagement: The Moeve app displayed a positive trend in monthly active users, increasing from 325K in January to over 400K by June, reflecting growing interest in mobile services.

• Ad Spend & Channels: MOEVE's monthly ad spend was relatively stable, averaging around $100K, with Instagram as the leading channel for impressions.

Acciona, S.A.

Digital Presence

Acciona's digital landscape features its website, acciona.com, and the ACCIONA Mobility - Motosharing app.

• Audience Trends: Acciona.com maintained a steady audience, with visits fluctuating around 110K to 180K monthly. The true monthly audience hovered just below 250K, predominantly web-based.

• App Engagement: The Motosharing app saw a slightly upward trend, with monthly active users increasing from 28K in January to nearly 35K by June.

• Ad Spend & Channels: Acciona's monthly ad expenditure remained modest, with a peak spend of about $11K in January. Facebook was the primary platform for impressions, followed by TikTok.

Conclusion

In Q2 2024, Repsol, MOEVE, and Acciona, S.A. demonstrated robust digital strategies within the Business & Industrials category in Spain. Sensor Tower's unparalleled data capabilities, including Web Insights, Pathmatics, and App Performance Insights, provide essential insights into these brands' cross-platform user behavior, highlighting their strategic growth and engagement efforts. These insights offer unique advantages for decision-makers, reinforcing Sensor Tower's role as a pivotal partner in navigating the digital market landscape.

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