Digital ad spend in the Netherlands 2012-2022

In 2022, digital advertising spending in the Netherlands stood at 3.59 billion euros, up from 3.18 billion a year earlier, marking a 12 percent growth rate. How about social media advertising in the Netherlands? There are no specific numbers on social media advertising for the Netherlands. Social media ads are, however, part of display advertising, one of the three big categories in digital advertising (along the above-mentioned search advertising and “classifieds and directories”). Ad spending on digital displays in the Netherlands reached around 140 million euros in 2018. This was a significant increase compared to previous years, when digital displays seemed to have difficulties in growing. 60 percent or roughly 530 million euros of all display ad spending was on mobile, which includes either advertising through a browser or in-app. In previous years, mobile did play a part in Dutch display advertising but much less so than in 2018. No reason is given for this sudden increase, although one might argue it could be attributed to the growth of Dutch influencers. Curated video becoming more popular Ad spending on online video in the Netherlands reached around 230 million euros in 2018, making up slightly over one quarter of all online display advertising in the country. This was an increase from previous years, a trend supported by domestic surveys. In 2019, approximately nine out of ten marketers said they used digital video, an increase of five percentage points from 2018. The expectancy among Dutch marketers to use social media videos more often in the future also increased, with approximately 60 percent of the respondents stating in 2019 they were planning to use social video "more often" or "much more often" in the next three years.

于2022年，荷兰数字广告支出达到了35.9亿欧元，较上年同期增长3.18亿欧元，增长率达到12%。那么荷兰的社交媒体广告情况如何呢？目前对于荷兰社交媒体广告的具体数据尚无明确统计。然而，社交媒体广告作为数字广告三大类别之一（与上述提到的搜索引擎广告及“分类广告与目录”并列），无疑是展示广告的一部分。2018年，荷兰在数字展示广告上的广告支出约为1.4亿欧元，与往年相比，这一增长显著，因为在此之前，数字展示广告似乎在增长方面遇到了瓶颈。其中，约60%或大约5.3亿欧元的全部展示广告支出投向了移动端，这包括通过浏览器或应用内进行的广告。在以往年份，移动端在荷兰展示广告中确实扮演了一定的角色，但远不及2018年那么显著。尽管未给出具体原因，但有人或许会认为这种突增可能与荷兰网红的增长有关。视频内容愈发受到青睐，2018年，荷兰在线视频广告的支出约为2.3亿欧元，占该国所有在线展示广告的四分之一以上。这一增长趋势较往年有所提升，并得到了国内调查的支持。2019年，大约九成的营销人员表示他们使用了数字视频，较2018年增长了五个百分点。荷兰营销人员对于未来更加频繁地使用社交媒体视频的预期也有所上升，大约60%的受访者表示，在2019年他们计划在未来三年内更加频繁或非常频繁地使用社交视频。“}