|Enterprise use of paid advertising on the internet, 2016 and 2018|
|Ireland 2016||Ireland 2018||EU-28 2016||EU-28 2018|
|Any use of paid advertising on the internet||33||34||25||26|
|Based on webpages' content or keywords searched by users||26||26||19||21|
|Based on tracking of internet users' past activities or profile||13||13||7||8|
|Based on geolocation of internet users||14||18||7||10|
|Based on any other method of targeted advertising||15||16||9||10|
|Enterprises can use more than one type of paid advertising, hence the sum of the different types does not equal the total figure.|
34% of Irish enterprises reported to have paid to advertise on the internet in 2018, such as on search engines, social media and other websites. See Headline Table.
The most popular advertising method was based on webpages' content or keywords searched by users, with 26% paying for this method. 18% opted for advertising based on the geolocation of internet users, with 13% based on tracking of internet users' past activities or profile. 16% opted for other targeted advertising methods.
In terms of enterprises using paid advertising, Ireland ranked joint seventh in the EU-28. Denmark and Malta had the largest percentage of enterprises in the EU-28 using paid advertising at 47%, while Romania had the lowest usage at 15%. See Figure 1 and Table 1.