Advertising - Denmark | Statista Market Forecast

Ad spending in the Advertising market in Denmark is expected to reach US$3.19bn in 2025.
The largest market is Search Advertising with a market volume of US$1.24bn in 2025.
When compared globally, the United States is projected to lead in ad spending, reaching US$455.93bn in 2025.
Within the Advertising market, 82% of total ad spending is forecasted to come from digital advertising in 2030.
The average ad spending per capita in the Search Advertising market is estimated to be US$207.50 in 2025.
Moreover, in the Advertising market in Denmark, Advertising market of the 84% revenue is anticipated to be generated through programmatic advertising in 2030.
Denmark's advertising market is seeing a shift towards digital platforms, with a focus on personalized and interactive campaigns to engage tech-savvy consumers.

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

Advertising: market data & analysis

The Advertising market in Denmark has been experiencing steady growth in recent years, driven by changing customer preferences and the increasing use of digital platforms.

Customer preferences: Customers in Denmark are increasingly turning to digital platforms for their advertising needs. This shift is driven by the convenience and accessibility of online advertising, which allows businesses to target specific audiences and measure the effectiveness of their campaigns. In addition, customers are becoming more discerning in their advertising choices, seeking out personalized and relevant content that resonates with their interests and values. As a result, advertisers are focusing on creating engaging and interactive campaigns that provide value to the customer.

Trends in the market: One of the key trends in the Danish advertising market is the rise of mobile advertising. With the widespread use of smartphones and tablets, advertisers are leveraging mobile platforms to reach consumers on the go. Mobile advertising offers unique opportunities for targeted and location-based advertising, allowing businesses to reach customers at the right time and place. In addition, the popularity of social media platforms has also contributed to the growth of mobile advertising, as users spend a significant amount of time on these platforms. Another trend in the Danish advertising market is the increasing importance of data-driven advertising. Advertisers are leveraging data analytics and artificial intelligence to gain insights into customer behavior and preferences. This allows them to create more targeted and personalized campaigns, increasing the effectiveness of their advertising efforts. Data-driven advertising also enables advertisers to measure the impact of their campaigns and make data-backed decisions to optimize their advertising strategies.

Local special circumstances: Denmark has a highly digitalized and tech-savvy population, which has contributed to the growth of the advertising market. The country has one of the highest internet penetration rates in the world, with a large percentage of the population using social media platforms and mobile devices. This provides advertisers with a wide reach and opportunities to engage with their target audience. In addition, Denmark has a strong creative industry, with a focus on design and innovation. This has led to the development of creative and impactful advertising campaigns that resonate with consumers. The emphasis on creativity and innovation has also driven the adoption of new advertising formats and technologies, such as augmented reality and virtual reality, which provide unique and immersive experiences for customers.

Underlying macroeconomic factors: The growth of the advertising market in Denmark is also supported by favorable macroeconomic factors. The Danish economy has been performing well, with steady GDP growth and low unemployment rates. This has led to increased consumer spending and business investment, creating opportunities for advertisers to promote their products and services. Furthermore, Denmark has a stable political and regulatory environment, which provides a conducive business environment for advertisers. In conclusion, the Advertising market in Denmark is experiencing growth due to changing customer preferences, the rise of digital platforms, and the adoption of data-driven advertising. The country's highly digitalized population, creative industry, and favorable macroeconomic factors have contributed to the growth of the market. Advertisers in Denmark are focusing on mobile advertising, data-driven advertising, and creating engaging and personalized campaigns to reach and resonate with their target audience.

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.