Almost half of the enterprises is Cyprus used internet advertising in 2024, Eurostat reports.
According to the Statistical Service of the EU, 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%).
To tailor internet advertising, different methods can be employed, Eurostat said, adding that 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, utilised 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.
(Source: CNA)
