This CIPL report, based on research by Public First, commissioned by Google, highlights how digital advertising plays a significant role in supporting European competitiveness, particularly for small and medium-sized businesses (SMBs).
This survey of 4,287 EU SMBs across 13 countries found that 86% attributed revenue growth directly to digital advertising, in particular personalised advertising. The research led to significant findings in relation to the role of digital ads in:
Specifically, the research indicates that:
- Digital advertising enables SMBs to compete effectively. More than 76% of EU SMBs agree that personalised digital advertising allows them to compete with larger businesses. More broadly, digital advertising helps SMBs create a stronger core customer base.
- It drives revenue growth and customer acquisition. 86% of EU SMBs reported increased overall revenue attributable to using personalised digital advertising. Additionally, 80% of EU SMBs agreed they have attracted more customers since using personalised digital advertising. 54% of EU SMBs report that digital advertisements have allowed them to find new customers, and 43% say it has helped them generate more revenue.
- Digital advertising facilitates expansion into new markets. 34% of EU SMBs reported that digital advertising helps them market their products or services in new markets or regions.
- For publishers, digital advertising is a vital revenue source. EU publishers surveyed generate an average of 34% of their revenue from selling digital ad space. This revenue helps support the creation and accessibility of content.
The report draws on the experience of SMEs across Europe and demonstrates that most European advertisers and publishers participating in the study attributed their ability to remain competitive and to make content more widely available to the use of digital advertising. The paper also shows that the benefits of digital advertising are particularly pronounced for SMBs.
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