Social, Video Drive Display Ad Spending in the Netherlands - eMarketer

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Social, Video Drive Display Ad Spending in the Netherlands

Mobile accounts for nearly a quarter of display ad spending

July 20, 2015

According to July 2015 estimates from the Interactive Advertising Bureau Netherlands (IAB Netherlands) and Deloitte, advertisers in the Netherlands spent a total of €377 million ($500.3 million) on digital ads during Q1 2015. While this was slightly lower than the amount spent on digital advertising during the preceding quarter, it represented an 8.9% rise from Q1 2014.

Digital Ad Spending in the Netherlands, by Format, Q1 2014 & Q1 2015 (millions of € and % change)

In terms of ad spending growth, classifieds performed the best of the three main formats measured by IAB Netherlands. Spending in that category, which also included directories and listings, increased by 12.1% between Q1 2014 and Q1 2015. Display ad spending also performed well during the quarter, with a year-over-year gain of 9.7%.

Display ad spending growth in the country was driven mainly by increased spending on social media and digital video advertising, IAB Netherlands found. Digital video ad spend, including pre-roll, mid-roll and post-roll video, totaled €23 million ($30.5 million) in the Netherlands during Q1 2015—a gain of 26% compared with the same period in 2014.

Social Media Ad Spending in the Netherlands, Q1 2014-Q1 2015 (millions of € and % change vs. same period of prior year)

Social media ad spending in the country rose by 43% during Q1 2015 to account for 19% of total digital display ad spending. For the full year 2014, IAB Netherlands estimated that it represented 16% of the country’s total digital display ad market, or €95 million ($126.1 million).

When looking at the share of digital display ad spending by device, IAB Netherlands found that mobile, including mobile phones, tablets and in-app advertising, made up nearly one-quarter (24%) of the total amount spent on display ads during the quarter. This was an increase of 49% compared with the same period in 2014.

eMarketer estimates that digital ad spending in the Netherlands will total $1.91 billion in 2015. Of that amount, display will account for $772.2 million, or 40.5%.


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