Market Insights Advertising & Media Advertising

TV & Video Advertising - Belgium

Belgium

Ad spending in the TV & Video Advertising market in Belgium is forecasted to reach €1,007.00m in 2024.
The largest market is Traditional TV Advertising with a market volume of €730.40m in 2024.
When compared globally, the United States will lead in ad spending, reaching €134.10bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be €49.80 in 2024.
By 2029, the number of TV viewers in Belgium is expected to reach 14.9m users.
Belgium's TV & Video Advertising market is seeing a shift towards targeted online ads to reach niche audiences effectively and maximize ROI.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

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Región

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Moneda

Analyst Opinion

The TV & Video Advertising market in Belgium has been experiencing significant growth in recent years. Customer preferences have shifted towards digital platforms, leading to an increase in online video advertising. Additionally, the rise in mobile usage and the popularity of social media platforms have also contributed to the growth of the market.

Customer preferences: In Belgium, customer preferences have shifted towards digital platforms for consuming TV and video content. This has led to an increase in online video advertising, as advertisers recognize the potential of reaching a larger audience through digital channels. The convenience and accessibility of online video content have attracted viewers, who now prefer to watch their favorite shows and videos on-demand, rather than following traditional TV schedules.

Trends in the market: One of the key trends in the TV & Video Advertising market in Belgium is the rise of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and online behavior. This targeted approach has proven to be more effective in reaching the right audience and maximizing advertising ROI. Advertisers in Belgium are increasingly adopting programmatic advertising to ensure their messages are delivered to the most relevant viewers. Another trend in the market is the growing importance of mobile advertising. With the widespread use of smartphones and tablets, consumers in Belgium are spending more time on their mobile devices, consuming video content on the go. Advertisers are capitalizing on this trend by investing in mobile video advertising, which allows them to reach consumers at any time and in any location. Mobile video ads are often integrated into popular mobile apps and social media platforms, further enhancing their reach and effectiveness.

Local special circumstances: Belgium is a small country with a highly developed media landscape. The country has a high internet penetration rate and strong digital infrastructure, which has facilitated the growth of online video advertising. Additionally, Belgium is a multilingual country, with both Dutch and French being widely spoken. Advertisers in Belgium need to consider these linguistic differences when creating their campaigns, ensuring that their messages are effectively communicated to their target audience.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in Belgium can be attributed to several underlying macroeconomic factors. Belgium has a stable economy and a high standard of living, which has led to increased consumer spending. Advertisers are capitalizing on this by investing more in TV and video advertising to capture the attention of consumers and drive sales. Furthermore, Belgium has a strong media industry, with a wide range of TV channels and online platforms available to advertisers. This competitive landscape has led to innovation and creativity in advertising campaigns, as advertisers strive to stand out from their competitors. The presence of international companies and brands in Belgium has also contributed to the growth of the TV & Video Advertising market, as these companies bring their expertise and resources to the local market. In conclusion, the TV & Video Advertising market in Belgium is experiencing growth due to shifting customer preferences towards digital platforms, the rise of programmatic advertising, the importance of mobile advertising, and the underlying macroeconomic factors of a stable economy and a strong media industry. Advertisers in Belgium are adapting to these trends and special circumstances to effectively reach their target audience and drive sales.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. 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, population, media consumption, internet users, consumer spending, and digital consumer spending.

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.