Advertising - Netherlands | Statista Market Forecast

Ad spending in the Advertising market in the Netherlands is forecasted to reach US$8.00bn in 2024.
The largest market is Search Advertising with a market volume of US$2.83bn in 2024.
When compared globally, the United States leads in ad spending, with US$425.90bn in 2024.
Within the Advertising market, 81% of total ad spending will come from digital sources in 2030.
The average ad spending per capita in the Search Advertising market is projected to be US$159.90 in 2024.
Furthermore, Advertising market of the 84% revenue will be generated through programmatic advertising in 2030.
In the Netherlands, digital advertising dominates the market, with a focus on personalized and interactive strategies to engage consumers effectively.

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 Netherlands is experiencing significant growth and development. Customer preferences are shifting towards digital advertising channels, and this trend is driving the overall growth of the market. Additionally, local special circumstances and underlying macroeconomic factors are also contributing to the expansion of the Advertising market in Netherlands. Customer preferences in the Advertising market in Netherlands are leaning towards digital advertising channels. With the increasing use of smartphones and internet connectivity, consumers are spending more time online. This has created a demand for digital advertising platforms such as social media, search engine marketing, and online display ads. Advertisers are recognizing the effectiveness of these channels in reaching their target audience and are allocating a larger portion of their advertising budgets towards digital platforms. Trends in the market show that traditional advertising channels, such as print and television, are experiencing a decline in popularity. This can be attributed to the rise of digital advertising, which offers more targeted and measurable results. Advertisers are able to track the performance of their campaigns in real-time and make adjustments accordingly. This level of control and transparency is appealing to advertisers, leading to a shift away from traditional channels. Local special circumstances in Netherlands also contribute to the growth of the Advertising market. The country has a high internet penetration rate and a tech-savvy population. This creates a favorable environment for digital advertising to thrive. Additionally, Netherlands is known for its creative industries, such as design, fashion, and advertising. This creative culture fuels innovation in the advertising sector, attracting both local and international advertisers. Underlying macroeconomic factors also play a role in the development of the Advertising market in Netherlands. The country has a stable and prosperous economy, which provides a strong foundation for businesses to invest in advertising. Furthermore, Netherlands is a hub for international trade and commerce, attracting multinational companies that require advertising services to reach their global customer base. This influx of international businesses contributes to the growth of the Advertising market. In conclusion, the Advertising market in Netherlands is experiencing growth and development driven by customer preferences for digital advertising channels, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, advertisers will need to adapt their strategies to effectively reach their target audience in this digital-first landscape.

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.