Market Insights Advertising & Media Advertising

Social Media Advertising - Benelux

Benelux

In Benelux, ad spending in the Social Media Advertising market is projected to reach €1.78bn in 2024.
This ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 10.71%, leading to a projected market volume of €2.96bn by 2029.
When comparing globally, most ad spending will be generated China, with an expected total of €77,680.00m in 2024.
Within the Social Media Advertising market, it is expected that 74% of total ad spending will be generated through mobile by 2029.
Additionally, the number of users in the Social Media Advertising market in Benelux is expected to reach 25.8m users by 2029.
In the Benelux region, social media advertising is increasingly prioritizing personalized content strategies to enhance consumer engagement and brand loyalty.

Key regions: United States, France, Japan, Europe, Germany

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Analyst Opinion

The Social Media Advertising market in Benelux has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing use of social media platforms for advertising purposes. Customer preferences in the Benelux region have shifted towards digital channels, with social media platforms becoming an integral part of people's daily lives. The widespread use of smartphones and the availability of affordable internet access have contributed to the popularity of social media platforms. As a result, advertisers are increasingly focusing their efforts on these platforms to reach their target audience. Trends in the market indicate that social media advertising in Benelux is becoming more personalized and targeted. Advertisers are leveraging the vast amount of data available on social media platforms to tailor their advertisements to specific demographics, interests, and behaviors. This level of personalization allows for more effective and efficient advertising campaigns, resulting in higher conversion rates and return on investment. Another trend in the market is the growing importance of influencer marketing. Influencers, who have a large following on social media platforms, are being used by brands to promote their products and services. This strategy allows advertisers to tap into the trust and credibility that influencers have built with their followers, leading to increased brand awareness and customer engagement. Local special circumstances in the Benelux region also contribute to the development of the Social Media Advertising market. The region has a high internet penetration rate and a tech-savvy population, making it an ideal market for digital advertising. Additionally, the Benelux countries have a strong culture of entrepreneurship and innovation, which has fostered the growth of digital advertising agencies and technology startups specializing in social media advertising. Underlying macroeconomic factors, such as the overall economic growth and stability in the Benelux region, have also played a role in the development of the Social Media Advertising market. A strong economy provides businesses with the financial resources to invest in advertising, including social media advertising. Moreover, the Benelux region has a high concentration of multinational corporations, which have significant advertising budgets and are increasingly allocating a portion of their budgets to social media advertising. In conclusion, the Social Media Advertising market in Benelux is experiencing growth due to changing customer preferences, the increasing use of social media platforms for advertising, and the availability of personalized and targeted advertising options. The local special circumstances and underlying macroeconomic factors in the region further contribute to the development of the market. As social media continues to evolve and play a central role in people's lives, the Social Media Advertising market in Benelux is expected to continue growing in the coming years.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.