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A third of EU enterprises advertise online

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In 2024, 32.6% of the enterprises in the EU used paid internet advertising.  Among the 20 EU countries with available data for 2024, internet advertising was used by more than 3 in 5 enterprises in Malta (60.4%), and by nearly half of enterprises in Finland (49.8%) and Cyprus (49.4%). At the same time, it concerned less than 25% of enterprises in Romania (22.8%), Poland (23.2%) and Portugal (23.6%). 

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Source dataset: isoc_cismt

To tailor internet advertising, different methods can be employed. The most popular method is the use of information from content views by users on webpages or keywords from their queries, which is known as contextual advertising. This method is used by 76.8% of EU enterprises paying for internet ads. 

Meanwhile, 44.3% employed geo-targeting, a strategy that uses geographic information from IP addresses or network details to tailor content based on a user’s location. For enhanced efficacy, geo-targeting can be combined with other advertising methods to better engage potential customers.

Behavioural targeting, utilized by 41.6% of the enterprises paying for internet ads, uses data from a user's past online activities, via cookies, to identify their interests and preferences. This data allows businesses to tailor ads by matching users with specific target audiences. 

Lastly, other methods of targeted advertising were utilised by 45.3% of enterprises paying for internet ads. 

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Source dataset: isoc_cismt
 

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Methodological notes 

  • Data comes from the 2024 EU survey on ICT usage and e-commerce in enterprises and refers to enterprises with at least 10 employees or self-employed persons (classified in the statistical classification of economic activities in the European Community (NACE) Rev. 2 sections C to J, L to N and group 95.1).
  • EU enterprises: enterprises with at least 10 employees and self-employed persons.
  • Questions on internet advertising were included as optional in the 2024 survey; therefore, data are not available for all EU countries. 
  • The category ‘other methods of targeted advertising’ refers to the use of paid ads for delivering marketing messages to consumers that are not covered by the other 3 mentioned dynamic methods (such as advertisements targeting specific websites that have different demographic characteristics – e.g. general population, younger or older persons, men or women or retargeting – targeting audiences who have visited websites or social media profiles, paid advertising articles or videos, paid cooperation with YouTubers or well-known personalities (influencers)).

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