Belgium's advertising industry is at an exciting intersection of tradition and innovation. On the one hand, the sector is still actively leveraging television as one of the many analog media formats that have helped reach audiences for decades. On the other hand, the country is experiencing an ongoing digital transformation. In 2024,
was estimated at 3.18 billion euros, and a slow but gradual increase is projected in the following years.
Old versus new
Unlike in most Western European countries,
traditional media comprise a significant share of the ad landscape in Belgium. In 2023, the share accounted for nearly two-thirds of the total ad expenses. TV held the highest share among traditional media, with 32.8 percent. However,
digital's share of ad expenditure in the country has continued to grow at a steadily higher pace over the past half-decade, reaching over 37 percent.
Consumer insights
During a 2024 survey, it was found that video portals like YouTube enjoyed the
highest popularity among Belgium's digital ad media, reaching 38 percent of the interviewees. However, the same study revealed that TV advertising was the country's
most influential advertising touchpoint, as it was used by more than half of the adults surveyed. However, search engines were the
leading source of brand and product research channels among Belgian internet users in the third quarter of 2023.
The future is online
Worldwide projections suggest that the
share of spending on digital ads will continue to rise, and by 2028, it will account for roughly three-quarters. In line with this trend, the
corresponding share in Europe continued to increase gradually in the last two decades. Given regional and global trends, it can be expected that Belgium will follow suit, albeit at a slightly later stage.
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