IN THE EU, ONE IN THREE COMPANIES USES ONLINE ADVERTISING
According to a 2024 Eurostat report, one in three companies across the European Union has invested in online advertising, marking a significant shift from traditional to digital promotion. European businesses are increasingly adopting targeted and sophisticated strategies to reach their customers.
Online advertising has proven to be particularly popular in Malta (60.4%), Finland (49.8%), and Cyprus (49.4%), while its adoption remains more limited in countries like Romania (22.8%), Poland (23.2%), and Portugal (23.6%).
New Challenges and Tools
The report highlights that the most popular method is contextual advertising, which uses user browsing habits and keywords from their search queries. This strategy has been adopted by 76.8% of companies that pay for internet ads.
Another key aspect is geotargeting. A significant 44.3% of companies use geographical information (such as IP addresses) to target their ads. This tactic is especially effective for businesses aiming to drive customers to a physical location.
The Italian Market
The Italian market is also experiencing a significant transformation. According to a 2024-2025 report from the Osservatorio Internet Media of the Politecnico di Milano, the Italian advertising market reached €11.1 billion in 2024, an 8% increase from the previous year. This growth is primarily driven by Internet advertising, which now accounts for 50% of the market with a 12% growth rate.
For 2025, the outlook remains positive, with Internet advertising projected to reach €6 billion. The report notes that this growth is transforming the entire market, with technological and cultural shifts reshaping how brands connect with consumers.
Video advertising is a major driver, projected to exceed €2.4 billion in 2025, making up 41% of all Internet advertising. The e-commerce sector is also a key growth area, with the rise of Retail Media creating a new paradigm for the industry.
The Spanish Evolution Towards "Predictive" Advertising
The Spanish digital advertising market has undergone a paradigm shift over the last five years, moving from "bombarding with ads" to "seducing with data." According to David Galán, CEO of MIG Prisma, success now hinges on surgical precision rather than volume.
Key growth drivers include connected TV, retail media, and influencers. The gradual disappearance of third-party cookies has pushed brands to focus on "real audiences" instead of "digital ghosts."
Galán sees the arrival of generative and predictive AI as the next revolution. He predicts that advertising will no longer just find us; it will know what we want even before we search for it.
The digital realm offers small and medium-sized businesses a chance to compete on a level playing field with major brands. Galán warns that resisting this shift is not a strategy but "commercial suicide." He estimates that seven out of ten businesses recognize they would lose customers without an online presence.
Lithuanian Social Media Growth
The Lithuanian advertising market saw a 4% growth in traditional media in 2024, reaching €146.4 million, according to Kantar. When including all online platforms, the total turnover surpassed €259.6 million.
Statista projects that social media advertising alone will reach $74.3 million in 2025, with a compound annual growth rate of 13.11% until 2030, when the market is expected to hit $137.6 million. By then, 83.3% of investments will be generated via mobile, targeting an estimated 2.43 million users.
While the global market is dominated by the United States, Lithuania is focusing on a targeted approach, with more local companies using social media to build brand visibility and engage with a digitally-savvy audience.
