Market Insights Advertising & Media Advertising

In-App Advertising - Belgium

Belgium

Ad spending in the In-App Advertising market in Belgium is forecasted to reach €405.80m in 2024.
The market is expected to exhibit an annual growth rate (CAGR 2024-2029) of 7.66%, leading to a projected market volume of €586.90m by 2029.
The average ad spending per mobile internet user in the In-App Advertising market is estimated to be €34.64 in 2024.
When compared globally, China is anticipated to have the highest ad spending with €123.20bn in 2024.
In Belgium, the rising trend of native advertising within in-app content is reshaping the landscape of in-app advertising strategies.

Key regions: China, Europe, United States, Asia, Germany

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Analyst Opinion

The In-App Advertising market in Belgium has been steadily growing in recent years, driven by changing customer preferences and the increasing popularity of mobile devices.

Customer preferences: Belgian consumers have shown a growing preference for mobile devices, with smartphones being the most popular choice. This has led to an increase in the use of mobile apps, creating a fertile ground for in-app advertising. Consumers are spending more time on their smartphones, engaging with various apps for entertainment, communication, and productivity. As a result, advertisers are keen to tap into this captive audience by placing targeted ads within these apps.

Trends in the market: One of the key trends in the Belgian In-App Advertising market is the shift towards programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the increasing availability of data and advanced targeting capabilities, which enable advertisers to reach their desired audience with precision. Programmatic advertising also offers real-time bidding, allowing advertisers to bid for ad placements in a highly competitive marketplace. Another trend in the market is the rise of native advertising. Native ads are designed to seamlessly blend in with the app's content, providing a non-disruptive user experience. This form of advertising is particularly effective in mobile apps, as it aligns with the app's design and functionality. Native ads also tend to be more engaging and have higher click-through rates compared to traditional banner ads. Advertisers in Belgium are increasingly adopting native advertising strategies to capture the attention of mobile app users.

Local special circumstances: Belgium has a highly developed mobile infrastructure, with widespread access to high-speed internet and a high smartphone penetration rate. This favorable environment has contributed to the growth of the In-App Advertising market in the country. Additionally, Belgium has a strong digital advertising industry, with many local and international players competing for market share. This competition has led to innovation and the adoption of new advertising technologies and strategies.

Underlying macroeconomic factors: Belgium has a stable and prosperous economy, which provides a conducive environment for businesses to invest in advertising. The country has a high GDP per capita, indicating a relatively affluent consumer base. This means that advertisers have a willing audience that is more likely to engage with in-app ads. Furthermore, Belgium is known for its strong digital infrastructure and high internet penetration rate, creating a favorable environment for the growth of the In-App Advertising market. In conclusion, the In-App Advertising market in Belgium is experiencing steady growth, driven by changing customer preferences and the increasing popularity of mobile devices. Advertisers are leveraging programmatic advertising and native advertising to target the growing number of mobile app users in the country. Belgium's strong digital infrastructure and stable economy provide a favorable environment for the growth of the market.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.