One in three companies in EU countries use online advertising

This scenario includes the Italian case, where digital is increasingly central to advertising strategies. Providing a picture of the national situation is research 2024-2025 by the Internet Media Observatory of the Politecnico di Milano. "The Italian advertising market reached EUR 11.1 billion in 2024, with growth of 8% compared to the previous year. A result driven in particular by Internet advertising, which confirms its predominance in the market with a 50% share and +12% growth. It is followed by TV (35%, +6%), Out of Home (6%, +2%), Print (5%, -8%) and Radio (4%, +2%)," it says. "For 2025 the outlook is positive, Internet advertising could reach EUR 6 billion (+9%), provided that geopolitical uncertainty and the 'tariffs effect' do not influence consumption and, consequently, investments.

It is no coincidence that the representatives of the observatory reiterate the fact that precisely because of this trend, 'the Italian advertising market is undergoing a phase of profound transformation driven by technological, cultural and strategic dynamics that are reshaping the way brands relate to consumers'.

In 2025, the video format exceeds EUR 2.4 billion (+13%), reaching 41% of all Internet advertising. Audio advertising is also growing (+15%), although still limited in absolute value (EUR 47 million). Then there is the eCommerce and Classified advertising component, "whose growth is due to eCommerce, thanks to the rise of Retail Media, while the Classified segment is stable". Another element highlighted by the report is the fact that "advertising spaces are integrating with data and technology to create more personalised and relevant shopping experiences. This is demonstrated by the +13% growth in eCommerce advertising in 2025 driven by the emergence of the Retail Media phenomenon, which is beginning to take shape as a new paradigm for the sector".

Over the last five years, the Spanish digital advertising market has experienced a paradigm shift. David Galán, managing director of MIG Prisma (MIG Advertising Spain, S.A.), explained that there has been a shift from 'bombardment with ads' to 'seduction with data'. Today, he noted, it is no longer volume that counts, but surgical precision. The main growth drivers have been connected TV, retail media and influencers, while the gradual disappearance of cookies has pushed brands to target 'real audiences' instead of 'digital ghosts'.

According to Galán, the real revolution is the arrival of generative and predictive artificial intelligence: what until yesterday was segmentation will become anticipation. 'Advertising will no longer just find us, it will know what we want even before we look for it,' he emphasised.

Some sectors, such as automotive, retail, banking, tourism and telecommunications, were among the early adopters and remain the biggest investors. In contrast, micro-enterprises and traditional local businesses are resisting the change: but, Galán warned, opposing digital is not a strategy, it is commercial suicide.

For SMEs, digital represents an opportunity to compete on equal terms with big brands. While costs were previously perceived as a barrier, today time and knowledge are. According to his estimates, seven out of ten companies recognise that without online they would lose customers.

Privacy regulations, Galán added, have acted as a natural filter: those who relied solely on buying cookies have gone into crisis, while those who know how to build relationships with their data have gained ground. Digital advertising has not stopped, but 'has refined': it is no longer the one who shouts the loudest who wins, but the one who listens best.

Competitively, global giants like Google and Meta remain the 'obligatory highways', but local platforms offer 'smart shortcuts' with less traffic and more affinity. Media consortia, Spanish retail media and adtech solutions such as Seedtag prove that local players can stand out through trust, proximity and consumer insight.

According to IAB Spain and PwC data, digital advertising reached €5.58 billion in 2024, up 12.2% from €4.98 billion in 2023. The largest share went to search engines and social media (61% of the total), followed by display advertising (21.6%).

The regulatory framework is set by the Information Society and E-Commerce Services Act, which requires the clear identification of advertising and the explicit consent of the user to receive commercial communications.

Lithuania, social media growing in double digits

The Lithuanian advertising market grew by 4 per cent in 2024 in traditional media, reaching €146.4 million, according to data from Kantar. If all online platforms are included - from social networks to search engines to influencers - the total turnover exceeded 259.6 million euro.

Projections by Statista indicate that in the social media advertising sector alone, investments will reach $74.3 million in 2025, with a compound annual growth rate of 13.11% until 2030, when the market is expected to reach $137.6 million. By that date, 83.3% of investments will be generated via mobile, with an estimated 2.43 million users.

In a global context dominated by the United States - which alone will generate more than USD 103 billion in advertising expenditure on social media in 2025 - Lithuania relies on a targeted approach: more and more local companies are choosing social media to strengthen brand visibility and dialogue with a digital and technologically savvy audience.

*This article is part of the European collaborative journalism project "Pulse".