Digital Video Advertising - Belgium

In Belgium, ad spending in the Digital Video Advertising market is projected to reach US$298.10m in 2024.
Ad spending is expected to show an annual growth rate (CAGR 2024-2030) of 5.45%, resulting in a projected market volume of US$410.00m by 2030.
With a projected market volume of US$85.39bn in 2024, most revenue will be generated the United States.
In the Digital Video Advertising market, 77% of total ad spending will be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market is projected to amount to US$28.27 in 2024.
Connected TV ad spending in the Digital Video Advertising market is projected to reach US$34.46m in 2024.
Connected TV is expected to show an annual growth rate (CAGR 2024-2030) of 4.32%, resulting in a projected market volume of US$44.42m by 2030.
The ad spending on short-form videos in the Digital Video Advertising market is projected to reach US$131.90m in 2024.
The ad spending on short-form videos is expected to show an annual growth rate (CAGR 2024-2030) of 9.40%, resulting in a projected market volume of US$226.10m by 2030.
Belgium's digital video advertising market is witnessing a surge in programmatic buying, enhancing targeting capabilities and optimizing ad placements for higher engagement rates.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Belgium has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for the growth of the Digital Video Advertising market in Belgium is the changing preferences of consumers. With the increasing availability of high-speed internet and the proliferation of smartphones and other digital devices, consumers are spending more time online. This has led to a shift in advertising budgets towards digital platforms, including video advertising.

Trends in the market: One of the key trends in the Digital Video Advertising market in Belgium is the rise of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized ads in real-time. This has become increasingly popular in Belgium as advertisers look for more efficient ways to reach their target audience. Programmatic advertising also provides better measurement and analytics capabilities, allowing advertisers to track the performance of their campaigns more effectively. Another trend in the market is the increasing popularity of mobile video advertising. With the widespread adoption of smartphones, consumers are consuming more video content on their mobile devices. Advertisers are capitalizing on this trend by investing in mobile video advertising to reach consumers on the go. Mobile video advertising offers a highly engaging and immersive experience, making it an effective way to capture the attention of consumers.

Local special circumstances: Belgium has a highly developed digital infrastructure, with widespread access to high-speed internet. This has created a favorable environment for the growth of the Digital Video Advertising market. Additionally, Belgium has a high level of digital literacy among its population, with a large percentage of the population actively using digital devices and platforms. This makes it easier for advertisers to reach their target audience through digital video advertising.

Underlying macroeconomic factors: The growth of the Digital Video Advertising market in Belgium is also influenced by macroeconomic factors. Belgium has a stable economy with a high level of consumer spending. This provides advertisers with a large market of potential consumers to target with their video advertising campaigns. Additionally, Belgium has a strong advertising industry, with many local and international brands competing for consumer attention. This has led to increased investment in digital video advertising as brands seek to differentiate themselves and reach their target audience effectively. In conclusion, the Digital Video Advertising market in Belgium is growing rapidly due to changing customer preferences, including the increasing use of digital devices and the popularity of online video content. The rise of programmatic advertising and mobile video advertising are key trends in the market, allowing advertisers to reach their target audience more effectively. Belgium's advanced digital infrastructure and high level of digital literacy contribute to the growth of the market. Additionally, macroeconomic factors such as a stable economy and high consumer spending further support the growth of the Digital Video Advertising market in Belgium.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, and digital consumer spending.

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.

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.