Search is the most invested-in digital advertising format in the Netherlands, accounting for almost 50 percent of total online expenditures in the country. In 2020, paid search advertising spending in the Netherlands amounted to approximately 1.05 billion euros, with mobile accounting for an ever-increasing share of investments. Display advertising is the second most invested-in format with a 40 percent share in total digital ad spend. Overall, video and social media were the advertising formats with the highest increase in digital ad spend in the Netherlands in 2020.
Smartphones are the most popular internet-connected devices in the Netherlands, owned by 93 percent of the population. Initially, digital advertising spending was mostly focused on desktop devices, but this trend changed in 2019, when for the first time, mobile attracted more than 50 percent of digital ad spend. The mobile ad market in the Netherlands is currently worth around one billion euros and it is expected to increase to over 1.2 billion by 2023.