The Netherlands was the 20th largest advertising economy in the world, with US$4.7 billion in adspend in 2016, compared to the 13th largest advertising economy in 2006, with US$4.6 billion in adspend, according to Zenith’s Advertising Expenditure Forecasts, published in March 2017.
The Dutch ad market expanded by 2.6% in 2016 and is expected to grow 2.1% this year, fuelled mostly by Internet adspend. The Internet became the No. 1 adspend recipient starting in 2011, surpassing television and newspaper adspend. Since then, Internet advertising has gained momentum, and is expected to increase its share from 42.5% in 2016 to 48.7% in 2019.
Print media continues to slide in market share, and is expected to drop from 13.1% of total adspend in 2016, to 9.9% by 2019. Meanwhile, Zenith predicts that magazines’ share will fall from 7.8% to 6.2% during the same period.
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