Instant Messaging Advertising - Netherlands

Ad spending in the Instant Messaging Advertising market in the Netherlands is forecasted to reach US$1.45m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 2.78%, leading to an estimated market volume of US$1.71m by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$74.28m in 2024).
The average ad spending per internet user in the Instant Messaging Advertising market is projected to be US$0.09 in 2024.
In the Netherlands, Instant Messaging Advertising is gaining traction among businesses seeking targeted and interactive ways to engage with consumers in the digital advertising market.

Definition:

Instant Messaging Advertising refers to advertising that delivers promotional messages to potential customers through online chat platforms or applications. This type of ad spending covers various ad formats that appear within or alongside instant messaging conversations, such as instant messaging on Facebook messenger or applications such as WhatsApp, Line, and WeChat.

Additional information:

Instant Messaging Advertising comprises advertising spending and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

The advertising budget used for instant messaging advertisements
Software fees for creating and distributing instant messaging advertisements

Service agencies
Consultant fees
Production costs
Design services

The Instant Messaging Advertising market in Netherlands is experiencing significant growth and development due to several key factors.

Customer preferences: Customers in Netherlands are increasingly turning to instant messaging platforms as a primary means of communication. With the rise of smartphones and the availability of high-speed internet, instant messaging has become a convenient and efficient way for people to stay connected with friends, family, and colleagues. This shift in customer behavior has created a valuable opportunity for advertisers to reach their target audience directly through these platforms.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in Netherlands is the increasing adoption of personalized and interactive advertisements. Advertisers are leveraging the data collected from instant messaging platforms to deliver targeted and relevant ads to users. This personalized approach not only enhances the user experience but also increases the effectiveness of advertising campaigns. Another trend in the market is the integration of chatbots within instant messaging platforms. Chatbots are computer programs that simulate human conversation and can interact with users in real-time. Advertisers are utilizing chatbots to engage with customers, answer their queries, and provide personalized recommendations. This trend not only improves customer satisfaction but also allows advertisers to gather valuable insights about their target audience.

Local special circumstances: Netherlands has a highly connected population with a high smartphone penetration rate. This makes it an ideal market for instant messaging advertising. Additionally, the Dutch population is known for being tech-savvy and open to new technologies, making them more receptive to advertising through instant messaging platforms.

Underlying macroeconomic factors: The Dutch economy is stable and growing, which provides a favorable environment for advertising investments. As businesses continue to invest in marketing and advertising, the Instant Messaging Advertising market in Netherlands is expected to flourish. In conclusion, the Instant Messaging Advertising market in Netherlands is experiencing growth and development due to the increasing customer preference for instant messaging platforms, the adoption of personalized and interactive advertisements, the integration of chatbots, and the favorable macroeconomic factors. Advertisers in Netherlands have a unique opportunity to leverage these trends and reach their target audience effectively through instant messaging platforms.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. 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 relevant 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. The main drivers are GDP per capita, consumer spending per capita, and internet users.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a 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). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.

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.