The European digital advertising market is thriving. Thanks to rising internet accessibility and a mounting demand for online media content, companies now direct larger shares of their budgets toward digital activities each year.
reached about 92 billion euros in 2022. Not only did this figure represent the highest digital ad investment to date, but it also marked a jump of more than 20 billion compared to 2020 – highlighting the profound impact of the pandemic on Europe's advertising ecosystem. A distinct upward trend towards online advertising is also unfolding in the Netherlands, which ranks among the ten
A regional digital hub
The Netherlands is one of the countries with the highest internet penetration rates in Europe at over 95 percent. Research has also shown that
Dutch consumers spend more time with online media and entertainment each year, making the web a perfect playground for companies' marketing messages. In 2022,
digital advertising spending in the Netherlands increased by 12 percent and reached an all-time high of 3.6 billion euros. This figure significantly surpassed expenditures on most traditional media, including radio and print media. The ongoing digital overhaul of the Dutch advertising industry also sets the Netherlands apart from the other two Benelux markets, where legacy media still call the shots.
The digital winners of the day
Displays is the
leading digital advertising format in the Netherlands. Nearly half of all online ad investments in the country were devoted to display campaigns in 2022, which aligns with global industry trends and reflects Dutch consumer behavior. Search ranked second among the most invested-in digital ad formats, drawing a spending share of just under 47 percent. Both categories saw double-digit boosts in ad expenditures in 2022, though a closer look at post-pandemic spending patterns reveals that audio and digital out-of-home (DOOH) were the biggest
drivers of digital ad growth in the Netherlands that year. Spending on mobile ad campaigns is also ramping each year, which is no surprise considering the country's impressive mobile internet speed. Online users spend more time browsing and shopping via smartphone than ever and knowing that these devices offer location-based tracking and targeting options, they will likely become an even more sought-after focal point for Dutch advertisers in the future.
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