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Companies in the Nordics Among Biggest Online Advertisers

Companies in the UK, Germany and France were less likely to pay for online ads

January 3, 2017 | Advertising

In a survey of companies in Europe that paid for internet advertising, the Nordic countries figured among those doing the most. According to a December 2016 report from Eurostat, Sweden topped the Nordic region, with 42% of companies paying to advertise online.

Companies in Western Europe that Pay to Advertise Digitally, by Country, 2016 (% of respondents)

Businesses in Denmark trailed just slightly, with 40% paying for internet advertising. Norway and Finland saw slightly lower figures, at 36% and 33%, respectively.

Eurostat surveyed 148,000 companies, from various industries, in Europe with at least 10 employees.

Beyond the Nordic countries, a third of companies in Ireland also pay to advertise online. In the UK, 28% of companies do.

Nearly 30% of German companies pay for internet ads, but in Spain and France, those figures drop significantly. In the former, 23% of companies pay for internet advertising; in the latter, just 18% do so.

Among the UK, France and Germany, contextual advertising is the most-commonly used by companies who pay for targeted digital advertising. In both France and Germany, 82% of companies use the tactic; in the UK, 71% do.

Meanwhile, 35% of companies in the UK that pay for targeted digital advertising do so via geotargeting, while in France and Germany, the proportion was lower, at 30% and 26%, respectively.

—Ben Clague

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