Retail Platform Advertising - Benelux

Ad spending in the Retail Platform Advertising market market withBenelux is projected to reach US$2.90bn in 2024.
This ad spending is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 11.34%, leading to a projected market volume of US$5.52bn by 2030.
The average ad spending per user in the Retail Platform Advertising market market in Benelux is anticipated to amount to US$157.90 in 2024.
In a global context, the majority of ad spending will be generated the United States, with a forecast of US$57.63bn in 2024.
In the Benelux region, retail platform advertising is increasingly prioritizing personalized consumer experiences, reflecting a shift towards data-driven marketing strategies among local brands.

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 Benelux is experiencing mild growth, influenced by factors such as increased digital engagement, evolving consumer preferences, and the need for targeted advertising solutions, alongside competitive pressures within the broader advertising landscape.

Customer preferences: Consumers in the Benelux region are showing a growing preference for personalized shopping experiences, prompting a rise in targeted advertising through retail platforms. This shift is influenced by a diverse demographic landscape, with younger consumers favoring eco-friendly and locally sourced products, while older generations prioritize convenience and value. Additionally, the increase in mobile shopping and social commerce highlights the need for adaptive advertising strategies that resonate with evolving lifestyle preferences and cultural values, driving engagement and sales.

Trends in the market: In the Benelux region, the Retail Platform Advertising Market is experiencing a notable shift towards data-driven personalized advertising, as brands increasingly leverage consumer data to tailor marketing messages. This trend is largely fueled by the rise of e-commerce and mobile shopping, which enable retailers to engage consumers in real-time. Furthermore, social media platforms are becoming integral to retail strategies, with influencers playing a key role in driving brand awareness. As sustainability becomes a higher priority, brands that align their advertising with eco-conscious values are likely to gain competitive advantages, impacting how stakeholders approach marketing strategies.

Local special circumstances: In the Benelux region, the Retail Platform Advertising Market is shaped by a unique blend of factors, including a highly urbanized population that favors e-commerce and an emphasis on sustainability. The cultural inclination towards eco-consciousness influences ad campaigns, compelling brands to highlight green practices. Additionally, strict regulatory frameworks concerning consumer privacy and data protection impact how retailers utilize consumer data for targeted advertising. These local dynamics foster a distinctive advertising landscape that prioritizes personalization, transparency, and social responsibility.

Underlying macroeconomic factors: The Retail Platform Advertising Market in the Benelux region is significantly impacted by macroeconomic factors such as the rise of digitalization, consumer spending trends, and economic stability. A strong emphasis on e-commerce and online shopping is driven by favorable economic conditions, including rising disposable incomes and low unemployment rates. Furthermore, national fiscal policies promoting innovation and digital infrastructure development enhance advertising capabilities. Global economic trends, like the shift towards sustainable consumption, also shape marketing strategies, encouraging brands to invest in eco-friendly advertising. These elements collectively foster a dynamic and resilient retail advertising ecosystem.

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.