Retail Platform Advertising - Netherlands

Ad spending in the Retail Platform Advertising market market in the Netherlands is projected to reach US$2.56bn in 2024.
Ad spending in the Netherlands is expected to show an annual growth rate (CAGR 2024-2030) of 11.14%, resulting in a projected market volume of US$4.81bn by 2030.
The average ad spending per user in the Retail Platform Advertising market market in the Netherlands is projected to amount to US$242.40 in 2024.
In global comparison, most ad spending will be generated the United States (US$57.63bn in 2024).
In the Netherlands, the retail platform advertising market is increasingly focusing on personalized consumer experiences, driven by advanced data analytics and privacy regulations.

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 the Netherlands is witnessing mild growth, influenced by factors such as evolving consumer preferences, increased competition among retailers, and the rising effectiveness of targeted advertising strategies.

Customer preferences: Consumers in the Netherlands are increasingly favoring personalized shopping experiences on retail platforms, prompting advertisers to leverage data-driven insights for tailored marketing campaigns. The rise of sustainability consciousness among shoppers has led to a growing preference for eco-friendly products, influencing retailers to adjust their advertising strategies accordingly. Additionally, the younger demographic is gravitating towards social commerce, where shopping integrates seamlessly with social media, further reshaping advertising dynamics within the retail landscape.

Trends in the market: In the Netherlands, the Retail Platform Advertising Market is experiencing a shift towards personalized shopping experiences, as consumers demand tailored marketing that resonates with their preferences. Advertisers are increasingly employing data analytics to refine their strategies, capturing insights into consumer behavior. Concurrently, a heightened awareness of sustainability is driving demand for eco-friendly products, prompting retailers to adjust their campaigns to highlight these offerings. Additionally, the influence of social commerce is reshaping advertising dynamics, appealing particularly to younger audiences who favor integrated shopping experiences on social media platforms. This convergence of trends underscores the need for industry stakeholders to adapt to evolving consumer expectations and preferences.

Local special circumstances: In the Netherlands, the Retail Platform Advertising Market is shaped by a strong cultural emphasis on sustainability and innovation, reflecting the Dutch commitment to eco-friendly practices. The country's diverse population fosters a demand for inclusive advertising that resonates with various cultural backgrounds. Additionally, stringent regulations on data privacy, such as the GDPR, compel advertisers to navigate consumer insights carefully, prioritizing transparency. Together, these local factors drive unique advertising strategies that emphasize sustainability, inclusivity, and respect for consumer privacy, distinguishing the market from others globally.

Underlying macroeconomic factors: The Retail Platform Advertising Market in the Netherlands is influenced by macroeconomic factors such as robust consumer spending, driven by a stable national economy and low unemployment rates. The Dutch government's commitment to sustainability, highlighted by fiscal policies that encourage green initiatives, fosters an environment conducive to eco-focused advertising strategies. Furthermore, the rise of e-commerce and digital consumption patterns, accelerated by global trends, prompts advertisers to innovate their approaches. Additionally, exchange rate fluctuations and trade agreements within the EU impact the overall market dynamics, shaping how brands allocate their advertising budgets effectively.

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.