European companies increasingly use strategic digital advertising; Italy, Spain, and Lithuania show varied market trends.
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European companies are increasingly adopting more strategic and targeted digital advertising in 2024. Eurostat data shows that over three out of five businesses in EU countries used online advertising, with usage varying significantly across nations like Malta (60.4%) and Romania (22.8%). Digital advertising methods heavily rely on contextual advertising based on user web content or search queries, which is utilized by 76.8% of EU companies paying for ads. Targeting potential customers often involves using geographical data from IP addresses or network details, especially when directing users to a physical location, alongside behavioral tracking via user interest cookies. In Italy, the advertising market reached €11.1 billion in 2024, with Internet advertising leading at 50% and growing by 12%. For 2025, video format is projected to dominate internet advertising at 41%, while audio advertising also sees growth. Spain has shifted its digital advertising paradigm from mass announcements to data-driven precision, emphasizing predictive capabilities driven by generative AI, connected TV, and retail media, moving away from reliance on cookies toward real audiences. In Lithuania, the market shows a growing focus on social media, with investments projected to grow significantly through 2030, heavily reliant on mobile platforms.
