Social Media Advertising - Netherlands

In the Netherlands, ad spending in the Social Media Advertising market market is projected to reach US$1.25bn in 2024.
This ad spending is expected to exhibit an annual growth rate (CAGR 2024-2030) of 10.56%, which will result in a projected market volume of US$2.29bn by 2030.
Comparatively, in a global context, the majority of ad spending will be generated China, with an estimated amount of US$84.65bn in 2024.
Within the Social Media Advertising market market in the Netherlands, it is anticipated that 76% of total ad spending will be generated through mobile by 2030.
Furthermore, the number of users in the Social Media Advertising market market in the Netherlands is expected to amount to 14.4m users by 2030.
In the Netherlands, brands increasingly leverage influencer partnerships on social media to enhance engagement and authenticity in their advertising strategies.

Definition:
Social Media Advertising is a form of online digital marketing in which paid banner and video ad campaigns are run on social media platforms to reach the target audiences. Marketers can promote brands, products, and services and increase purchase intention.

Additional information:
Social Media Advertising comprises advertising spending, users, average revenue per user, and key players. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Social Media Advertising include Facebook, Instagram, Twitter, TikTok, LinkedIn, Weibo, Naver, and Kakao. For more information on the data displayed, use the info button right next to the boxes.

All ad spending generated by social networks
Sponsored posts

Ads within online games playable on social networks
Revenue generated from membership subscriptions or premium fees

The Social Media Advertising market in Netherlands is experiencing significant growth and development.

Customer preferences: The Dutch population has shown a strong preference for social media platforms, with a high level of engagement and usage. This has created a favorable environment for advertisers to reach their target audience through social media advertising. Additionally, Dutch consumers are known for their tech-savviness and willingness to embrace new technologies, making them more receptive to social media advertising.

Trends in the market: One of the key trends in the Social Media Advertising market in Netherlands is the increasing use of mobile devices. Dutch consumers are highly reliant on their smartphones and tablets, and spend a significant amount of time on social media platforms through these devices. This trend has led to a shift in advertising strategies, with advertisers focusing more on mobile-friendly ads and optimizing their campaigns for mobile devices. Another trend in the market is the growing popularity of influencer marketing. Dutch consumers are increasingly influenced by recommendations and endorsements from social media influencers. As a result, advertisers are partnering with influencers to promote their products and services on social media platforms. This trend has proven to be successful in reaching the target audience and driving engagement.

Local special circumstances: The Netherlands has a highly developed digital infrastructure, with widespread access to high-speed internet and advanced technology. This has created a conducive environment for social media advertising, as advertisers can easily reach a large audience through various platforms. Additionally, the Dutch population has a high level of digital literacy, making them more receptive to online advertising.

Underlying macroeconomic factors: The Dutch economy is stable and prosperous, with a high GDP per capita. This has contributed to a higher disposable income among the population, allowing them to spend more on products and services. Advertisers are leveraging this economic stability to invest in social media advertising and reach consumers who have the purchasing power to afford their offerings. In conclusion, the Social Media Advertising market in Netherlands is thriving due to customer preferences for social media platforms, the increasing use of mobile devices, the popularity of influencer marketing, the country's advanced digital infrastructure, and the stable macroeconomic factors. Advertisers in Netherlands have a unique opportunity to leverage these trends and circumstances to effectively reach their target audience and drive engagement.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Social media is no longer just for connecting with friends; now brands meet customers, and trends are born in these platforms. As social media advertising spending is projected to continue to grow during the second half of the decade, buying behavior is consistently impacted by likes, comments, and shares. Social influence has led marketing strategies to align with platforms that promote video content. In 2024, TikTok and social media ranked among the top three leading consumer trends according to marketers surveyed around the globe, making such channels unavoidable for most advertising strategies. The social media advertising market is not limited to one region; countries across all continents are investing in social media advertising, with the United States and China recording the highest expenditures worldwide.