Net ad spend market size in the Netherlands 2011-2018, by channel

Digital advertising left other marketing types such as TV, newspaper and radio in its wake in the Netherlands. Digital ad spending outperformed other media types in 2018, increasing by seven percent compared to the previous year, as Dutch marketers spent nearly two billion euros on digital marketing. The source mentions that search was the biggest category within online advertising. Expenditure on paid search was expected to grow between 2018 and 2022.

Which platforms are used for digital advertising?

In 2019, Google AdWords and LinkedIn received the most attention from marketers targeting a B2B audience. The paid use of Google AdWords did decrease, however, whereas LinkedIn ads increased. No explanation was given for this development, but this might have to do with LinkedIn’s reach in the Netherlands.

How many online ads in the Netherlands are sold programmatically?

In the Netherlands, some online advertising is sold via so-called programmatic exchanges. Programmatic ad buying concerns the use of software to purchase digital advertising. This is opposed to the use of human ad buyers and salespeople, as programmatic advertising tries to remove humans from the process of purchasing advertisement space. In 2019, the revenue of advertising sold via these exchanges was expected to increase to approximately 315 million euros.

Net ad spend in the Netherlands from 2011 to 2018, by channel

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Release date

July 2019



Survey time period

2011 to 2018

Special properties

36 participating companies

Supplementary notes

* The source does not explain the changes found in the TV and Radio segment in 2017.

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Statistics on "Advertising in the Netherlands"

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