Last December Eurostat, the statistics office of the European Union, published a series of data on the use of digital advertising in Spanish companies during the year 2016. This study reveals that almost half (44%) of the Spanish companies advertise on social networks , a figure very similar to the EU average. Ads on social networks are effective because today the potential audience is on these platforms, such as Facebook, Instagram, LinkedIn, Twitter, Pinterest, Snapchat or instant messaging, among others. To better understand the situation in the sector where we operate, today I want to share some of its results with you. 44% of Spanish companies advertise on social networks The use of digital advertising in Spain and Europe In addition to advertising on social networks, Eurostat has analyzed the use of different digital media in the marketing of European companies. Let's see what the results have been.
In the first place, the study has considered the use of web pages by companies. Without a doubt, having your own website is the essential basis of any digital marketing strategy, so it is surprising that many companies still do not have it. In Spain, 3 out of 4 companies Image Manipulation have their own website, a percentage slightly lower than the European average, which is situated at 77%. In second place, in terms of popularity we have the aforementioned social networks, used by 44% of Spanish companies and 45% of European ones. The European country with the most social businesses is Malta, with up to 71% of businesses using social media advertising.
Ireland is in second place with 66% and the Netherlands in third with 65%. At the opposite extreme we find Poland, since there only one in four companies has a corporate profile on the networks. "44% of Spanish companies do Advertising on Social Networks" Thirdly, Eurostat has analyzed the use of internet advertising. This option is used by approximately one in four companies, both in Spain and at European level. Within these, these are the most used formats: Contextual ads , which are shown to users based on the content of the web pages they visit, are used by 7