Ad Spending in Northern Europe: eMarketer's Estimates for 2016–2021 - eMarketer
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Ad Spending in Northern Europe: eMarketer's Estimates for 2016–2021

eMarketer Report

By: eMarketer

Published: October 04, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The Nordic countries and the Netherlands are home to small but well-developed ad markets. With the exception of Finland, advertisers in each country will dedicate more than 40% of their ad budgets to digital formats in 2017. That figure will surpass 60% in both Denmark and Norway by the end of 2021.

  • For the first time since 2014, total media ad spending in each of the Nordic countries and the Netherlands will rise this year. Sweden will have the fastest-growing overall ad market throughout the forecast period, due in large part to the country’s strong economy.
  • Aside from Finland, digital is already the largest media category in all the countries included in this report. In Denmark and Norway, digital will account for more than half of total media ad spending in 2017, while in the Netherlands and Sweden, digital will capture at least 40% of all spending.
  • Norway will be the third largest online classifieds market in Western Europe this year, thanks to the popularity of local platform Finn.no. Nevertheless, display and search are by far the dominant digital ad formats in each market covered in this report.
  • Given the widespread use of smartphones in the Nordic countries and the Netherlands, it’s no surprise that mobile will be a key driver of both total and digital ad spending growth in each market. eMarketer projects double-digit mobile ad spending growth in every country through at least 2019.

"At least two-thirds of digital ad spending in each of Denmark, Finland, the Netherlands, Norway and Sweden will go to mobile by 2021, eMarketer estimates."

Table of Contents

Northern Europe Overview

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11 charts are included in the full report:

Ad Spending in Northern Europe: eMarketer’s Estimates for 2016-2021

Mobile Ad Spending Share in Select Nordic Countries and the Netherlands, 2016-2021 (% of digital ad spending)

Northern Europe Overview

Digital Ad Spending in Select Nordic Countries and the Netherlands, 2016-2021 (billions, % change and % of total media ad spending)

Mobile Ad Spending in Select Nordic Countries and the Netherlands, 2016-2021 (billions, % change and % of digital ad spending)

Mobile Ad Spending Share in Select Nordic Countries and the Netherlands, 2016-2021 (% of total media ad spending)

Smartphone Users and Penetration in Select Nordic Countries and the Netherlands, 2016-2021 (millions, % of population and % of mobile phone users)

Total Media Ad Spending in Select Nordic Countries and the Netherlands, 2016-2021 (billions and % change)

Denmark

Digital Ad Spending in Denmark, by Format, 2016-2021 (millions, % change and % of total)

Finland

Digital Ad Spending in Finland, by Format, 2016-2021 (millions, % change and % of total)

Netherlands

Digital Ad Spending in the Netherlands, by Format, 2016-2021 (millions, % change and % of total)

Norway

Digital Ad Spending in Norway, by Format, 2016-2021 (millions, % change and % of total)

Sweden

Digital Ad Spending in Sweden, by Format, 2016-2021 (millions, % change and % of total)