欧洲社交媒体广告营销市场调研和分析报告（英文版）-2024年1月上传培训课件

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TRENDSSocialmediaadvertisingandmarketinginEuropeCHAPTER

01OverviewSocialmediaadvertisingspendinginEuropefrom2016to2022(inbillioneuros)SocialmediaadspendinEurope2016-2022IncludingRussiaandBelarusExcludingRussiaandBelarus*25201521.710.920.310.916.113.911.511058.615.85020162017201820192020202120224Description:In2022,socialmediaadvertisingspendinginEuropestoodat10.9billioneuros,growingwith7percentyear-on-year.TheUnitedKingdomisbyfarthemarketwithhighestsocialadspendinEurope,followedbyGermanyandFrance.

ReadmoreNote(s):Europe;2016to2022;*Historicalmarketsizerestatedbasedon2022constantexchangeratesandhistoricalgrowthrates.In2021,Estonia,Latvia,andLithuaniawereadded.Theircombineddigitaladvertisingrevenuestoodat339million[...]

ReadmoreSource(s):IABEuropeChangeinsocialmediaadvertisingspendinginEuropefrom2017to2022SocialmediaadspendgrowthinEurope2017-2022IncludingRussiaandBelarusExcludingRussiaandBelarus*50%45%40%35%30%25%20%15%10%5%47%42.2%34%24.9%15.9%20207%0%201720182019202120225Description:In2020-thefirstyearoftheCOVID-19pandemic-socialmediaadvertisingspendinginEuropegrew16percentoverthevaluesreportedayearearlier.In2021,thegrowthrateincreasedto42.2percent.In2022,thesamegrowthratedroppeddowntosevenpercent.ReadmoreNote(s):2017to2022Source(s):IABEuropeSocialmediaadvertisingspendinginselectedcountriesinEuropein2022(inmillionU.S.dollars)DigitalMarketOutlook:socialmediaadvertisingspendinginEuropeancountries2022SpendinginmillionU.S.dollars6,000

8,00002,0004,00010,00012,00014,000UnitedKingdomGermanyFrance12,1604,4823,292ItalySpain2,2831,918NetherlandsSweden1,2431,100Norway592.8580.1562.9532.6BelgiumSwitzerlandDenmarkAustria433431.3Ireland6Description:In2022,theUnitedKingdom(UK)wasforecasttoseethehighestsocialmediaadvertisingrevenueoutofallEuropeanmarkets.Withapproximately12billionU.S.dollarsinrevenue,theUKwasprojectedtoreporthigherfiguresthanitsfiveclosestcompetitorscombined.ReadmoreNote(s):Austria,Belgium,Denmark,Finland,France,Germany,Ireland,Italy,Netherlands,Norway,Portugal,Spain,Sweden,Switzerland,UnitedKingdomSource(s):DigitalMarketInsightsSocialmediaadvertisingspendinginEuropefrom2019to2022,byformat(inbillioneuros)SocialmediaadspendinEurope2019-2022,byformatNon-videoVideo1210.910.910.8109.38.77.9864207.2620192020202120227Description:In2022,videoadsonsocialmediainEuropeattractedaninvestmentof10.8billioneuros,upfrom9.3billionayearearlier.Non-videoads(e.g.staticdisplay)garnered10.9billioneuros.

ReadmoreNote(s):Europe;2019to2022Source(s):IABEuropeAveragemonthlysalaryofasocialmediaspecialistinselectedcountriesinEuropeasofJanuary2023SalariesofsocialmediamarketersinEurope2023Country

(currency)Amount5980Belgium(ineuros)Denmark(inDanishkronor)Finland(ineuros)391004270France(ineuros)3920Germany(ineuros)Italy(ineuros)36303580Ireland(ineuros)3330Luxembourg(ineuros)Netherlands(ineuros)Norway(inNorwegiankroner)Poland(inPolishzloty)Portugal(ineuros)463049004770068002620Russia(inRussianrubles)1000008Description:IntheUnitedKingdom,asocialmediaspecialistearnedonaverage5,740BritishpoundspermonthasofJanuary2023.In2022,UKorganizationsreportedthehighestsocialmediaadvertisingspendinginEurope.Thespendingamountedto8.26billionU.S.dollars.ReadmoreNote(s):EuropeSource(s):NumberofsocialmediausersinEuropefrom2019to2028(inmillions)SocialmediausersinEurope2019-2028800750.12741.35730.53717.26701.11681.567006005004003002001000658.05630.05597.24559.3420192020202120222023202420252026202720289Description:ThenumberofsocialmediausersinEuropewasforecasttocontinuouslyincreasebetween2024and2028byintotal68.6millionusers(+10.07percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach750.12millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Europe;2019to2028;allvaluesareestimatesSource(s):AveragedailysocialmediauseviaanydeviceinselectedEuropeancountriesduringthe3rdquarterof2022(hours.minutes)AveragedailysocialmediauseinselectedEuropeancountries2022Averagedailyuseinhours.minutes0.00.51.01.52.02.5RomaniaRussia2.322.16Poland2.02SwedenNorway1.581.56UnitedKingdomSpain1.561.551.551.55FranceGreeceCzechia1.531.481.471.43ItalyDenmarkSwitzerland10Description:Accordingtoastudyconductedinthethirdquarterof2022,internetusersinRomaniaspentanaverageoftwoandahalfhoursaccessingsocialmediaplatformsacrossalloftheirdevices.Overall,usersinRussiaspentaroundtwohoursand15minutesonsocialmediaeveryday,whilstusersinPolandspentjustovertwohoursononlinenetworks.IndividualsinBelgiumandAustriaspentanaverageofoneandahalfhoursonsocialmediaplatformsdailyasofthethirdquarterof2022.

ReadmoreNote(s):Europe;Q32022;16-64years;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

02UnitedKingdomDistributionofmarketingbudgetsintheUnitedKingdomin2022and2023,byplatformMarketingbudgetsintheUK2022-2023,byplatform2022202360%51.3%50.9%49.1%48.7%50%40%30%20%10%0%Non-digitalDigital12Description:Duringanearly2023surveyamongmarketingleadersfromfor-profitcompaniesintheUnitedKingdom,respondentsreportedthat,onaverage,theircompaniesspent48.7percentoftheirmarketingbudgetondigitalmarketingactivitiesin2023.In2022,therespectivesharewasroughly51percent.ReadmoreNote(s):UnitedKingdom;January10toFebruary1,2023;143*;marketingleadersfromfor-profitcompanies;*Samplesizeprovidedrefersonlytothe2023survey.Figurespreceding2023wereretrievedfromearlierpublications.

ReadmoreSource(s):TheCMOSurveyChangeinmarketingspendinginfor-profitcompaniesintheUnitedKingdom(UK)in2023,bytypeMarketingexpendituregrowthintheUK2023,bytype14%12.76%12%10%8%7.78%6.11%6.03%6%5.19%Total5.19%4.85%4%2.45%2%0%DigitalBrandbuildingNewproductintroductionsCustomerexperiencespendingCustomerrelationshipmanagementNewserviceintroductionsTraditionaladvertising13Description:DuringaJanuary2022surveycarriedoutamongmarketingleadersfromtheUnitedKingdom(UK),itwasfoundthatdigitalmarketingspendinginfor-profitcompanieswasexpectedtoincreaseby28.29percentforthefollowing12months,ascomparedtothefullyearprior.ReadmoreNote(s):UnitedKingdom;January10toFebruary1,2023;143respondents;meanvalues/amongmarketingleadersfromfor-profitcompaniesSource(s):TheCMOSurveyRevenueofthesocialmediaadvertisingmarketintheUnitedKingdomfrom2019to2028(inbillionU.S.dollars)RevenueofthesocialmediaadvertisingindustryintheUK2019-20281210.8510.710.5410.3710.149.761089.058.436.4365.36420201920202021202220232024202520262027202814Description:Theadspendinginthe'SocialMediaAdvertising'segmentofthedigitaladvertisingmarketintheUnitedKingdomwasforecasttocontinuouslyincreasebetween2023and2028byintotal1.1billionU.S.dollars(+11.27percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach10.85billionU.S.dollarsandthereforeanewpeakin2028.Notably,theadspendingofthe'SocialMediaAdvertising'segmentofthedigitaladvertisingmarketwascontinuously[...]

ReadmoreNote(s):UnitedKingdom;2019to2028Source(s):DigitalMarketInsightsShareofsocialinmarketingbudgetsintheUnitedKingdom(UK)asofFebruary2023ShareofsocialinmarketingbudgetsintheUK202330%25%26.04%20%18.26%14.83%15%10%5%0%CurrentlyInthenext12monthsInfiveyears15Description:Duringasurveyheldinearly2023,itwasfoundthatatthatpointintimeUKmarketersspentapproximately15percentoftheirmarketingbudgetsonsocialmedia;thisvaluewasexpectedtoincreaseto26percentinthecomingfiveyears.

ReadmoreNote(s):UnitedKingdom;January10toFebruary1,2023;143respondents;meanvalues/amongmarketingleadersfromfor-profitcompaniesSource(s):TheCMOSurveyRevenuegrowthofsocialmediaadvertisingintheUnitedKingdomfrom2019to2028RevenuegrowthofsocialmediaadvertisingintheUK2019-202835%31.2%30%25%20%19%20%15%10%5%7.89%20237.25%20223.95%20242.26%20251.56%20261.51%20271.49%20280%20192020202116Description:Theadspendinggrowthinthe'SocialMediaAdvertising'segmentofthedigitaladvertisingmarketintheUnitedKingdomwasforecasttocontinuouslydecreasebetween2023and2028byintotal6.4percentagepoints.Afterthefifthconsecutivedecreasingyear,theindicatorisestimatedtoreach1.49percentandthereforeanewminimumin2028.ReadmoreNote(s):UnitedKingdom;2019to2028Source(s):DigitalMarketInsightsPrimarysocialmediaplatformsusedbysmallbusinessesforsalesgenerationintheUnitedKingdomasofJanuary2023SocialmediausedbysmallbusinessintheUK202335%30%30%25%20%15%10%5%18%10%9%0%FacebookInstagramTwitterTikTok17Description:Duringanearly2023surveycarriedoutamongamongpeoplewhoruntheirownbusinessorsidehustleintheUnitedKingdom,ninepercentstatedtheyusedTikTokasprimarysocialmediaplatformsusedbysmallbusinessesforsalesgeneration.Facebookrankedfirst,namedby30percentofrespondents.ReadmoreNote(s):UnitedKingdom;December30,2022toJanuary5,2023;500respondents;amongpeoplewhoruntheirownbusinessorsidehustleSource(s):BT;OpiniumMostcommonsourcesofnewbrand,product,andservicediscoveryamonginternetusersintheUnitedKingdomasof3rdquarter2022MainchannelsofnewbranddiscoveryintheUKQ32022Shareofrespondents0%5%10%15%20%25%30%35%40%SearchenginesAdsonTVWord-of-mouthrecommendationsfromfriendsorfamilyOnlineretailwebsites35.8%34.5%33.1%31.6%Brandorproductwebsites24.6%24.1%AdsonsocialmediaIn-storedisplaysorpromotionsAdsonwebsites22.1%20.5%20.2%TVshowsorfilmsCompanyemails,letters,ormailshotsConsumerreviewsites18%17.8%ProductcomparisonwebsitesRecommendationsorcommentsonsocialmediaAdsinmobileortabletappsAdsbeforeonlinevideosortvshows17.3%16.3%15.8%14.1%18Description:Accordingtotheglobalsurveyconductedinthethirdquarterof2022,around36percentofinternetusersintheUnitedKingdomreporteddiscoveringnewbrandsviasearchengines.Approximately34.5percentoftherespondentscameuponnewbrandsviaadsonTV.Meanwhile,roughlyone-thirdoftherespondentsfoundnewbrandsthroughword-of-mouthrecommendationsfromfriendsorfamily.ReadmoreNote(s):UnitedKingdom;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

03GermanyDigitalmarketingspendinginGermanyin2021,bytype(inbillioneuros)DigitalmarketingspendinGermany2021,bytype76.665432105.31.61.50.1Displayadvertising*SearchenginemarketingSocialmediamarketingEmailmarketingOnlineaudioadvertising20Description:In2021,display(bannerandvideo)advertisingattractedthehighestinvestmentamongvariousdigitalmarketingtypesinGermany,with6.6billioneuros.Searchenginemarketingrankedsecond,with5.3billion.Thefivetypesofmarketingpresentedinthedatasettogetherattractedover15billioneuros.ReadmoreNote(s):Germany;2021;*Bannerandvideo.ReadmoreSource(s):DeutschePost;QTypesofadvertisementsthathavethebiggestinfluenceonshoppingpurchasesinGermanyin2023AdvertisinginfluenceonshoppinginGermany2023,bytypeofadvertisementShareofrespondents0%5%10%15%20%20%25%OnlineadvertisementswhichgivemeanofferformyfavoritebrandorproductTraditionalTVadvertisements20%Personalizede-mailadvertisements10%Sponsoredsocialmediaadvertisements9%Productplacementinfilms,TVshows,orothermediaAdvertsfrominfluencersorcelebrities6%5%Pop-upadvertsonretailerwebsites5%21Description:In2023,around20percentofpeopleinGermanysaidthatonlineadvertisementsfortheirfavoritebrandorproductandtraditionalTVadvertshadthemostimpactontheirshoppinghabits.Advertsfrominfluencersorcelebritiesandpop-upadvertshadtheleastimpact.ReadmoreNote(s):Europe,Germany;Exactdateofsurveynotprovided.;513respondents;18yearsandolderSource(s):PwCMostcommonsourcesofnewbrand,product,andservicediscoveryamonginternetusersinGermanyasof3rdquarter2022MainchannelsofnewbranddiscoveryGermanyQ32022Shareofrespondents0%5%10%15%20%25%30%35%AdsonTVSearchengines36.4%34.6%OnlineretailwebsitesWord-of-mouthrecommendationsfromfriendsorfamilyAdsonsocialmedia29.7%29.5%23.3%AdsinmagazinesornewspapersIn-storedisplaysorpromotionsAdsontheradio20%19.4%19.2%ProductcomparisonwebsitesAdsonbillboardsorpostersCompanyemails,letters,ormailshotsTVshowsorfilms18.6%18.5%18.5%17.7%AdsonwebsitesProductsamplesortrials17.3%17.1%Productbrochuresorcatalogues16%22Description:Accordingtotheglobalsurveyconductedinthethirdquarterof2022,around36percentofinternetusersinGermanyreporteddiscoveringnewbrandsviaadsonTV.Morethanone-thirdoftherespondentscameuponnewbrandsthroughsearchengines.Meanwhile,roughly30percentoftheusersdiscoverednewbrands,products,andservicesononlineretailwebsites.ReadmoreNote(s):Germany;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialConsumerattitudestowardstargetedadvertisinginGermanyasofJuly2023ConsumerattitudestowardstargetedadsinGermany202325%25%20%15%10%5%10%0%ShareofrespondentsreadytoprovidepersonaldataforpersonalizedcontentShareofrespondentswhoseetargetedadvertisingasagoodreasontoprovidepersonaldata23Description:Duringa2023survey,25percentofrespondingconsumersfromGermanystatedthattheywerereadytoprovidepersonaldataforpersonalizedcontent.Additionally,10percentsaidthattheythoughttargetedadvertisingwasagoodreasontoprovidepersonaldata.ReadmoreNote(s):Germany;July11and12,2023;1,029respondents;18-79yearsSource(s):EuropeannetIDFoundation;InnofactCHAPTER

04FranceSocialmediaadvertisingrevenueinFrancefrom2019to2028,bydevice(inbillionU.S.dollars)DigitalMarketOutlook:socialmediaadrevenueinFrance2019-2028,bydeviceSocialMediaAdvertisingMobileSocialMediaAdvertisingDesktop4.03.53.01.071.0310.970.942.52.01.51.00.50.00.90.860.840.660.582.442.372.292.222.132.031.911.831.381.11201920202021202220232024202520262027202825Description:Theadspendingisforecasttoexperiencesignificantgrowthinallsegmentsin2028.Thetrendobservedfrom2019to2028remainsconsistentthroughouttheentireforecastperiod.Thereisacontinuousincreaseintheindicatoracrossallsegments.Notably,theSocialMediaAdvertisingMobilesegmentachievesthehighestvalueof2.44billionU.S.dollarsat2028.ReadmoreNote(s):France;2019to2028Source(s):(DigitalMarketOutlook)SocialmediaadvertisingspendinginFrancefrom2019to2022(inbillioneuros)SocialmediaadspendinFrance2019-20222.52.232.032.01.671.451.51.00.50.0201920202021202226Description:In2022,socialmediaadvertisingspendinginFrancestoodataround2.23billioneuros,havingincreased10percentonthefiguresreportedayearearlier.In2021,itstoodatroughlytwobillioneuros.Socialmediaadvertisingisthesecondlargestpartofthemarketinthecountry,rightaftersearch.ReadmoreNote(s):France;2019to2022Source(s):OliverWyman;SRI-LesRégiesInternet;UDECAMChangeinsocialmediaadvertisingspendinginFrancein2020to2022SocialmediaadspendgrowthinFrance2020-202225%22%20%15%15%10%5%10%0%20202021202227Description:In2022,socialmediaadvertisingexpenditureinFranceincreased10percentcomparedtothevaluesreportedin2021.In2021,thespendingstillrecordedpositivegrowthrateof22percent,inspiteofthesector'ssufferingfromtheimpactoftheCOVID-19pandemic.ReadmoreNote(s):France;2020to2022Source(s):OliverWyman;SRI-LesRégiesInternet;UDECAMMostusedsocialmedianetworksforinfluencercampaignsinFranceasofSeptember2022TopsocialmediaforinfluencermarketinginFrance202290%81.5%80%70%60%50%40%30%20%10%0%36.5%32%29%22%11.5%10%2%1.5%0.5%InstagramFacebookTikTokYouTubeLinkedInWebsiteorblogTwitterTwitchPinterestSnapchat28Description:DuringasurveyconductedinFrancein2022,81.5percentofrespondinginfluencerssaidtheyusedInstagramfortheircampaigns.Facebookcamesecond,butwasusedsignificantlyless-by36.5percentoftherespondents.TikTokcamethirdwith32percentofrespondentsdeployingtheplatformformarketingpurposes.ReadmoreNote(s):France;August30toSeptemer30,2022;401respondentsSource(s):LeBlogduModérateur;StellarShareofinternetusersinFrancewhodiscovernewbrandsandproductsviaselectchannelsasof3rdquarterof2022NewbranddiscoverychannelsinFrance2022Shareofrespondents0%5%10%15%20%25%30%35%40%45%SearchenginesWord-of-mouthrecommendationsProductsamplesandtrialsOnlineretailwebsite40.9%29.9%27.8%26.5%TVadsBrandwebsitesProductcomparisonsitesIn-storedisplaysorpromotionsBrochurseandcataloguesConsumerreviewsites22.2%22.2%21.5%20.3%20.2%19.3%TVshowsandfilms15.6%Companye-mailsorlettersSocialmediacommentsandrecommendationsSocialmediaads13.9%13.6%12.6%11.2%Printads29Description:Asofthethirdquarterof2022,themostpopularsourcesthroughwhichinternetusersinFrancediscoverednewbrandsandproductswereadsonsearchengines,word-of-mouthrecommendationsfromfriendsandfamilyandproductsamples.Accordingto15.6percentofsurveyrespondentstheyfoundnewbrandsviaTVadswhile11.2percentsaidthesameaboutprintadvertising.ReadmoreNote(s):France;Q32022;16to64years;amonginternetusersSource(s):DataReportal;GWI;Hootsuite;WeAreSocialCHAPTER

05SpainDistributionofdigitaladvertisingspendinginSpaininFebruary2023,bypurchasemethodDigitaladvertisingspendinginSpain2023,bypuchasemethodDirect38%Programmatic62%31Description:InFebruary2023,programmaticalylpurchasedadsaccountedfor62percentofdigitaladvertisingspendinginSpain.Directpurchasesmadetheremaining38percent.ReadmoreNote(s):Spain;February2023;*ForecastReadmoreSource(s):AdJinn;IABSpainSocialmediaadvertisingspendinginSpainfrom2019to2021(inmillioneuros)SocialmediaadspendinSpain2019-20211,4001,2001,0001,191.4835.1807.2800600400200020192020202132/statistics/1280834/social-media-ad-spend-spainIn2021,socialmediadisplayadvertisingspendinginSpainamountedto1.2billioneuros.Thespendingincreasedby42.7percentcomparedtothevaluereportedin2020.Socialmediaisthesecond-largestdigitaladformatinSpain,aftersearch.

ReadmoreNote(s):Spain;2019to2021Source(s):IABSpain;PwC;Website()PreferredfrequencyofbrandspostingonsocialmediaaccordingtofollowersinSpainasofMarch2023PreferredfrequencyofbrandspostingonsocialmediainSpain202335%35%30%25%20%15%10%5%21%18%9%8%5%4%0%SeveraltimesadayOnceadayTwo/threetimesaweekOnceaweekTwo/threetimesamonthOnceamonthLessfrequently33/statistics/1221341/frequency-brands-posting-social-media-spainDuringa2023surveyamongconsumersfollowingbrandsonsocialmediainSpain,35percentofrespondentsstatedtheybelievedbrandsshouldpostonsocialmediatwoorthreetimesaweek;21percentsaidtheirpreferredfrequencywasonceaweek.ReadmoreNote(s):Spain;March2023;237respondents;12-74years;amongsocialmediausersfollowingbrandsonsocialmediaSource(s):Elogia;IABSpainBrandcategoriesmostfollowedonsocialmediainSpainasofMarch2023BrandcategoriesmostfollowedonsocialmediainSpain2023Shareofrespondents0%10%20%30%40%50%60%70%Entertainment,culture,andmediaTravel,transport,andtourismBeautyandhygieneTechnologyandcommunicationsFoodandbeverage68%56%46%44%40%TextileandaccessoriesSports36%35%34%HomeEducation28%HealthandpharmaceuticalsDistributionandrestorationPublicinstitutionsandmediaFinancialandinsuranceservices26%23%20%15%34Description:DuringaMarch2023surveyamonginternetusersfollowingbrandsonsocialmediainSpain,68percentofrespondentssaidtheyfollowedentertainment,culture,andmediabrands.Thiswasfollowedby56percentofrespondentsstatingtheyfollowedtravel,transport,andtourismbrands.ReadmoreNote(s):Spain;March2023;237respondents;12-74years;amonginternetusersfollowingbrandsonsocialmediaSource(s):Elogia;IABSpainMostpopularadvertisingformatsonsocialmediaaccordingtoconsumersinSpainasofMarch2023MostpopularadformatsonsocialmediaaccordingtoconsumersinSpain2023Shareofrespondents15%0%5%10%20%25%30%35%Banner/carouseladsStoriesorsponsoredpostsNativecontent37%30%22%VideooraudiowithautoplayDirectmessages20%15%Non-skippablevideo15%35Description:DuringasurveyamongsocialmediausersinSpaininMarch2023,37percentofrespondentssaidthatbannerorcarouseladsweretheirpreferredadformatsonsocialnetworks.Thiswasfollowedby30percentofrespondentsexpressingapreferenceforstoriesorsponsoredposts.ReadmoreNote(s):Spain;March2023;850respondents;12-74years;amongsocialmediausersSource(s):Elogia;IABSpainAttitudestowardssocialmediaadvertisingamongsocialmediausersinSpainasofMarch2023AttitudetowardsadvertisingonsocialnetworksinSpain2023Shareofrespondents15%

20%0%5%10%25%30%35%40%IlikeitalotIlikeit5%11%IneitherlikenordislikeitIdonotlikeit30%19%Idonotlikeitatall35%36Description:Duringa2023survey,roughly16percentofrespondingsocialmediausersinSpainsaidtheylikedsocialmediaadvertising.Ontheotherhand,morethanahalfstatedtheydidnotlikethistypeofads.

ReadmoreNote(s):Spain;March2023;850respondents;12-74yearsSource(s):Elogia;IABSpainCHAPTER

06NetherlandsSocialmediaadvertisingspendingintheNetherlandsfrom2019to2028,bydevice(inbillionU.S.dollars)DigitalMarketOutlook:socialmediaadspendinNetherlands2019-2028,bydeviceSocialMediaAdvertisingMobileSocialMediaAdvertisingDesktop1.61.41.21.00.320.310.30.290.280.260.240.80.60.40.20.00.230.180.4920201.020.980.950.90.140.370.860.80.720.6620192021202220232024202520262027202838Description:Theadspendingisforecasttoexperiencesignificantgrowthinallsegmentsin2028.Thetrendobservedfrom2019to2028remainsconsistentthroughouttheentireforecastperiod.Thereisacontinuousincreaseintheindicatoracrossallsegments.Notably,theSocialMediaAdvertisingMobilesegmentachievesthehighestvalueof1.02billionU.S.dollarsat2028.ReadmoreNote(s):2019to2028Source(s):DigitalMarketInsightsAttitudestowardsonlineadvertisingintheNetherlandsasofSeptember2023AttitudestowardsonlineadvertisingintheNetherlands2023Shareofrespondents0%

10%20%30%40%50%Iamoftenannoyedbyadvertisingontheinternet55%ItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIdon'tmindadvertisingifIgetfreecontentinreturnIuseadblockerswhenbrowsingtheinternet45%31%22%IhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemIamexcitedaboutusingthemetaverse(immersivevirtualworld)Idon'tmindwhencompaniesusemypersonaldataforadvertisingIoftenhavedifficultydistinguishingadvertisingfromcontentNoneoftheabove15%14%12%11%6%39Description:Whenaskedabout"Attitudestowardsonlineadvertising