Every year, consumers can pick the Netherlands’ most annoying commercial as part of the Loden Leeuw (Lead Lion) Awards show. In 2022, the undesired trophy was presented to the betting office TOTO and four former soccer players for involvement in a casino advertisement for Betcity. There is no denying that Dutch companies have understood the power of creativity, but what stands out most prominently within the country’s advertising landscape is its continuous growth and rapid digitalization. Consumers of various ages now favor digital channels for news and entertainment, motivating many brands to shift their promotional efforts online. While the Dutch ad sector surges ahead and follows the overall digital trajectory of
region still center around traditional channels such as television, radio, or outdoor advertising.
Digital innovation drives advertising success
The Netherlands is one of the most progressive digital trailblazers in Europe, and this passion for digital innovation also transcends into the world of advertising. The industry is undergoing a fundamental digital transformation, which sets the country apart from Belgium and Luxembourg, where traditional media still call the shots. Data showed that
digital advertising spending in the Netherlands reached an all-time high of 3.59 billion euros in 2022. This sum made up the lion’s share of the ad industry’s total expenditures, and as consumer demand for online content keeps growing every year, spending on online campaigns will likely rise in tandem. As of 2022, display
attracted the most ad spend out of all digital channels, followed closely by the paid-for search.
The good old classics
Despite the hit of the pandemic and the ongoing digital transformation, some traditional ad formats continue to stand firm on the market. One medium that is still performing well in the face of digital adversity is television. In 2022, TV drew nearly 4.3 billion euros in advertising spending, making it the
top traditional advertising medium in the Netherlands. Meanwhile, most print media are also experiencing a return to pre-pandemic values. For example,
newspaper ad spend in the Netherlands dropped by nearly 100 million euros between 2019 and 2021 but rose back to 558 million in 2022, showing a sign of recovery. Last but not least,
cinema ad spend in the Netherlands has shown an immense growth rate of 58 percent, reaching 27 million euros in 2022.
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