Nearly Half of Cypriot Businesses Advertise Online in 2024

Nearly half of the businesses in Cyprus used online advertising in 2024, according to the EU Statistical Office.

Among the 20 EU countries with available data for 2024, online advertising was used by more than 3 in 5 businesses in Malta (60.4%), and by nearly half of the businesses in Finland (49.8%) and Cyprus (49.4%).

Conversely, only 25% of businesses in Romania (22.8%), Poland (23.2%), and Portugal (23.6%) used online advertising.

Eurostat reports that the most popular online advertising method is using information from user content views on websites or keywords from their queries. This method is used by 76.8% of EU businesses that pay for online advertising.

Meanwhile, 44.3% of businesses used geographical targeting, a strategy that uses geographic information from IP addresses or network details to customize content based on a user's location.

Behavioral targeting, used by 41.6% of businesses that pay for online advertising, uses data from a user's previous online activities, via cookies, to determine their interests and preferences.

Other targeted advertising methods were used by 45.3% of businesses that pay for online advertising.

Source: CNA