Market Insights Advertising & Media Advertising Out-of-Home Advertising

Digital Out-of-Home Advertising - Netherlands

Netherlands

Ad spending in the Digital Out-of-Home Advertising market in the Netherlands is forecasted to reach US$95.81m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 10.42%, leading to a projected market volume of US$157.30m by 2029.
With a projected market volume of US$4,366.00m in 2024, the majority of ad spending is anticipated to originate from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$5.42 in 2024.
Netherlands is embracing innovative technologies in Digital Out-of-Home Advertising, driving interactive and engaging campaigns to captivate audiences across the country.

Key regions: India, France, United States, United Kingdom, China

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Analyst Opinion

The Digital Out-of-Home Advertising market in Netherlands is experiencing significant growth and development.

Customer preferences: Customers in Netherlands are increasingly embracing digital out-of-home advertising due to its ability to deliver dynamic and engaging content. The use of high-definition displays, interactive features, and targeted messaging has captured the attention of consumers, making it a preferred advertising medium. Additionally, the ability to deliver real-time updates and personalized content has further enhanced the effectiveness of digital out-of-home advertising in reaching and engaging with the target audience.

Trends in the market: One of the key trends in the digital out-of-home advertising market in Netherlands is the integration of data and analytics. Advertisers are leveraging data to gain insights into consumer behavior, preferences, and demographics, allowing them to create more targeted and relevant campaigns. This data-driven approach is helping advertisers optimize their advertising strategies, resulting in higher ROI and better campaign performance. Another trend in the market is the adoption of programmatic advertising. Programmatic advertising enables advertisers to automate the buying and selling of ad inventory, making the process more efficient and cost-effective. This technology allows for real-time bidding, audience targeting, and campaign optimization, ensuring that advertisers reach the right audience at the right time with the right message.

Local special circumstances: Netherlands has a highly urbanized population, with a significant number of people living in cities. This urban environment provides ample opportunities for digital out-of-home advertising, as there are numerous high-traffic locations such as shopping malls, train stations, and airports where digital displays can be strategically placed. The high population density and the country's advanced infrastructure make it an ideal market for digital out-of-home advertising.

Underlying macroeconomic factors: The strong economy of Netherlands is a driving force behind the growth of the digital out-of-home advertising market. With a high GDP per capita and a stable business environment, advertisers have the financial resources and confidence to invest in digital out-of-home advertising campaigns. Additionally, the country's high internet penetration rate and widespread adoption of smartphones have created a tech-savvy population that is receptive to digital advertising. In conclusion, the Digital Out-of-Home Advertising market in Netherlands is witnessing significant growth and development due to customer preferences for engaging and targeted advertising, the integration of data and analytics, the adoption of programmatic advertising, the country's urban environment, and the strong macroeconomic factors. This market is expected to continue its upward trajectory as advertisers recognize the effectiveness and potential of digital out-of-home advertising in reaching and engaging with their target audience.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. 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) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.