Digital Video Advertising - Benelux

Ad spending in the Digital Video Advertising market in Benelux is projected to reach US$1.14bn in 2024.
The expected annual growth rate (CAGR 2024-2030) of 5.32% is anticipated to result in a projected market volume of US$1.55bn by 2030.
With a projected market volume of US$85.39bn in 2024, most revenue will be generated the United States.
In Benelux, 83% of total ad spending will be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market in Benelux is projected to amount to US$42.61 in 2024.
Connected TV ad spending in the Digital Video Advertising market is projected to reach US$174.20m in 2024, with an expected annual growth rate (CAGR 2024-2030) of 5.10%, resulting in a projected market volume of US$234.80m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market in Benelux is projected to reach US$529.20m in 2024, with an expected annual growth rate (CAGR 2024-2030) of 9.19%, resulting in a projected market volume of US$897.10m by 2030.
In Benelux, the shift towards programmatic buying is revolutionizing the Digital Video Advertising market, driving targeted and efficient ad placements.

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 Benelux is experiencing significant growth and development, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in Benelux are increasingly consuming digital video content, leading to a growing demand for digital video advertising. This shift in preferences can be attributed to several factors, including the convenience and accessibility of digital platforms, the rise of mobile devices, and the increasing popularity of streaming services. As a result, advertisers are focusing more on digital video advertising to reach their target audience effectively.

Trends in the market: One of the key trends in the Digital Video Advertising market in Benelux is the adoption of programmatic advertising. Programmatic advertising allows for automated and data-driven ad buying, enabling advertisers to reach their target audience more efficiently. This trend is driven by the availability of advanced targeting capabilities, real-time bidding, and the increasing use of data analytics to optimize ad campaigns. Programmatic advertising is gaining traction in Benelux as it offers cost-effective and targeted advertising solutions. Another trend in the market is the growth of native video advertising. Native video ads seamlessly blend with the content on digital platforms, providing a non-intrusive and engaging user experience. This trend is driven by the increasing demand for ad formats that do not disrupt the viewing experience and the effectiveness of native ads in capturing viewers' attention. Advertisers in Benelux are leveraging native video advertising to create more personalized and relevant ad experiences for their target audience.

Local special circumstances: Benelux is home to a highly digital-savvy population, with a high internet penetration rate and a strong culture of technology adoption. This digital maturity creates a favorable environment for the growth of the Digital Video Advertising market. Additionally, the region's multicultural nature presents opportunities for advertisers to target diverse audiences with tailored ad campaigns. Advertisers in Benelux are leveraging this diversity to create localized and culturally relevant video ads.

Underlying macroeconomic factors: The Digital Video Advertising market in Benelux is also influenced by underlying macroeconomic factors. The region's stable economy and high disposable income levels contribute to increased consumer spending on digital video content. Moreover, the presence of multinational companies and a thriving startup ecosystem in Benelux attract advertisers to invest in digital video advertising to reach a broad customer base. In conclusion, the Digital Video Advertising market in Benelux is witnessing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers in Benelux are leveraging programmatic advertising and native video advertising to effectively reach their target audience. The region's digital maturity, multicultural nature, stable economy, and high disposable income levels contribute to the growth of the market.

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.