Advertising - Benelux | Statista Market Forecast

Ad spending in the Advertising market in Benelux is forecasted to reach US$11.91bn in 2024.
The largest market in Benelux is Search Advertising with a market volume of US$3.31bn in 2024.
When compared globally, the United States will lead in ad spending, reaching US$425.90bn in 2024.
Within the Advertising market in Benelux, 75% of total ad spending is expected to come from digital advertising by 2030.
The average ad spending per capita in the Search Advertising market is projected to be US$110.30 in Benelux in 2024.
Additionally, Advertising market of the 82% revenue in Benelux will be generated through programmatic advertising by 2030.
Benelux's advertising market is embracing digital transformation, with a shift towards programmatic advertising and personalized content strategies gaining momentum.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Benelux is experiencing steady growth and development, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the Advertising market in Benelux are shifting towards digital platforms, as consumers increasingly rely on the internet and mobile devices for information and entertainment. This has led to a rise in online advertising, including display ads, search engine marketing, and social media advertising. Additionally, there is a growing demand for personalized and targeted advertisements, as consumers expect relevant and tailored content. This has prompted advertisers to invest in data-driven advertising strategies and technologies, such as programmatic advertising and artificial intelligence. Trends in the market also indicate a growing focus on sustainability and corporate social responsibility. Consumers in Benelux are becoming more conscious of the environmental impact of advertising, and are actively seeking out brands that align with their values. As a result, advertisers are incorporating sustainability messaging into their campaigns and adopting eco-friendly practices. This includes using recycled materials for print advertisements, promoting green initiatives, and supporting social causes. Another trend in the Advertising market in Benelux is the rise of influencer marketing. Influencers, who have a large and engaged following on social media, are being utilized by brands to promote their products and services. This form of marketing allows advertisers to reach a specific target audience and leverage the trust and credibility that influencers have built with their followers. As a result, influencer marketing has become a popular strategy for brands looking to increase brand awareness and drive sales. Local special circumstances in Benelux also contribute to the development of the Advertising market. The region's high internet penetration rate and tech-savvy population create a favorable environment for digital advertising. Additionally, the close proximity and cultural similarities between Belgium, the Netherlands, and Luxembourg allow advertisers to easily target a larger audience across the region. This has led to the growth of cross-border advertising campaigns, as brands look to maximize their reach and impact. Underlying macroeconomic factors, such as economic stability and consumer spending power, also play a role in the development of the Advertising market in Benelux. As the region experiences steady economic growth, businesses are more willing to invest in advertising to promote their products and services. Furthermore, the high standard of living and disposable income in Benelux allow consumers to engage with advertising and make purchasing decisions. In conclusion, the Advertising market in Benelux is evolving to meet the changing preferences of customers. The shift towards digital platforms, the focus on sustainability and influencer marketing, as well as the local special circumstances and macroeconomic factors, are all contributing to the growth and development of the market. Advertisers in Benelux are adapting their strategies to effectively reach and engage with their target audience, and these trends are expected to continue shaping the market in the future.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.