Approximately one-third of businesses situated within the European Union employ online advertising strategies

In the digital landscape of Europe, internet advertising is on the rise, particularly in Italy where the market volume is projected to reach an impressive $11.45 billion by 2025. This surge in demand is driven by consumers' preference for personalized and audiovisual online formats.

However, the story varies across the continent. For instance, less than a quarter of businesses in Romania, Poland, and Portugal are currently leveraging the power of internet advertising, with percentages of 22.8%, 23.2%, and 23.6% respectively. On the other hand, Malta stands out as the frontrunner, with over 60% of businesses using internet advertising.

This disparity in adoption rates is highlighted in a recent Eurostat report that analyses the usage and behaviour of internet advertising in different EU countries. The report also sheds light on the trend of companies promoting their online activity through paid ads, with at least one in three businesses expected to do so by 2024.

The report further underscores the importance of location-based targeting in online advertising. Alberto, a marketing company manager, emphasizes this point, stating that targeted ad campaigns are preferred over promoting events far away online. He also stresses the significance of location-based targeting for physical locations, a strategy often employed to redirect users based on geographical information obtained from IP addresses or network details.

Another popular strategy among EU businesses is contextual advertising, a method that uses user content views and queries to deliver ads that are relevant to the user's interests. This method is employed by 76.8% of EU businesses that pay for internet ads.

In addition, the report reveals that almost half of businesses in Finland (49.8%) and Cyprus (49.4%) also use internet advertising. This shift towards online platforms presents new challenges for advertisers, requiring them to adapt and utilise various tools to reach their target audience effectively.

As the digital advertising landscape continues to evolve, it's clear that location-based targeting and contextual advertising will play crucial roles in shaping the future of online advertising in Europe.

Approximately one-third of businesses situated within the European Union employ online advertising strategies