Retail Platform Advertising - Belgium

In Belgium, ad spending in the Retail Platform Advertising market market is projected to reach US$286.50m in 2024.
This ad spending is expected to show an annual growth rate (CAGR 2024-2030) of 12.29%, resulting in a projected market volume of US$574.40m by 2030.
The average ad spending per user in Belgium's Retail Platform Advertising market market is projected to amount to US$38.59 in 2024.
In global comparison, most ad spending will be generated the United States, with a forecast of US$57.63bn in 2024.
In Belgium, the retail platform advertising sector is increasingly emphasizing personalized consumer experiences, reflecting a growing demand for tailored marketing strategies.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in Belgium is witnessing steady growth, influenced by factors such as the rising integration of e-commerce, increased consumer engagement on digital platforms, and the effectiveness of targeted advertising strategies in reaching audiences.

Customer preferences: Consumers in Belgium are shifting towards personalized shopping experiences, driven by the desire for convenience and tailored recommendations. This trend is evident as young adults increasingly favor platforms that leverage data analytics for targeted advertising, enhancing engagement and brand loyalty. Additionally, the rise of sustainability concerns is steering preferences towards eco-friendly products, prompting retailers to adopt greener practices. As digital-native generations prioritize experiences over mere purchases, immersive advertising strategies are gaining traction, reshaping the Retail Platform Advertising landscape.

Trends in the market: In Belgium, the Retail Platform Advertising Market is experiencing a shift towards hyper-personalization, as brands leverage advanced data analytics to curate tailored shopping experiences for consumers. This trend is particularly prominent among young adults, who increasingly prefer platforms that offer targeted advertising, fostering deeper engagement and brand loyalty. Additionally, sustainability is becoming a critical factor in purchasing decisions, prompting retailers to incorporate eco-friendly practices and promote green products. As immersive and experiential advertising strategies gain popularity, industry stakeholders must adapt to these evolving consumer preferences, ensuring they remain competitive in a dynamic landscape.

Local special circumstances: In Belgium, the Retail Platform Advertising Market is influenced by a strong preference for local products and brands, with consumers showing a marked inclination towards supporting regional businesses. This cultural aspect, coupled with stringent EU regulations on data privacy and advertising standards, necessitates that retailers adopt transparent practices in their marketing strategies. Moreover, the multilingual nature of the country requires campaigns to be tailored to diverse linguistic groups, creating a unique challenge for advertisers while enhancing consumer engagement across different demographics.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Belgium is shaped by several macroeconomic factors, including the overall health of the national economy, consumer spending patterns, and fiscal policies that promote digital innovation. As Belgium navigates post-pandemic recovery, rising disposable incomes and increasing e-commerce adoption are bolstering demand for retail advertising. Additionally, a competitive tax environment encourages investment in advertising technologies. Global economic trends, such as shifts in consumer behavior towards online shopping and increased focus on sustainability, further influence advertising strategies, urging retailers to align their campaigns with emerging consumer values.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for 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. 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, 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.