Ad spend grows as digital dominates
Total Dutch ad spend is projected to reach €3.77 billion for 2019, up 4 percent from the year prior, according to figures from Kantar. In 2020 the figure should continue to rise another 4 percent, to €3.91. One reason these projections are notable is because they show advertising growth rates outpacing national GDP growth – a sign that the Dutch ad market remains strong even in challenging times. Another notable trend is the move towards digital: this category first captured the majority of all Dutch advertising spending in 2017, and is projected to rise to nearly 54 percent of all advertising in 2019 and 56 percent in 2020.