波兰数字广告市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

&

TRENDSDigitaladvertisingintheNetherlandsCHAPTER

01OverviewDigitaladvertisingspendingworldwidefrom2021to2026(inbillionU.S.dollars)Digitaladvertisingspendingworldwide2021-2026900800700835.82765.98695.96626.866005004003002001000567.49522.520212022*2023*2024*2025*2026*3Description:Itwascalculatedthatthedigitaladvertisingspendingworldwideamountedto522.5billionU.S.dollarsin2021.Thesourceprojectedthatby2026,thespendingwouldreach836billiondollars.ReadmoreNote(s):Worldwide;2021;includesadvertisingthatappearsondesktopandlaptopcomputersaswellasmobilephonesandtabletsandotherinternet-connecteddevices,andincludesallthevariousformatsofadvertisingonthoseplatforms;*[...]

ReadmoreSource(s):eMarketer;PubMaticDistributionofinternetadvertisingspendingworldwidefrom2000to2024,byregionInternetadvertisingspendingworldwide2000-2024,byregionCentral&EasternEuropeLatinAmericaWesternEuropeAsiaPacificNorthAmericaMiddleEastandAfrica120%100%80%00000000.04%

0.06%

0.09%

0.23%0.31%

0.42%

0.72%

0.71%

0.63%

0.54%0.49%

0.44%1.25%

1.31%

1.2%1.22%

1.3%1.42%39.56%28.61%40.7%

40.32%

40.08%

39.7%

38.57%

38.2%

38.07%

40.04%41.6%41.74%41.02%

42.73%41.87%43.26%32.1%45.92%29.94%49.52%47.37%

47.41%

48%60.45%66.78%60%76.49%

77.02%75.02%27.48%28.36%

29.7%27.22%

25.78%28.43%28.15%27.1%

30.05%31.63%

33.42%

35.26%23.81%

22.73%

21.34%36.66%40%20%35.21%

34.28%33.52%18.97%27.22%21.85%29.86%

29.63%

29.2%20.81%16.58%10.09%13.19%11.36%29.33%

28.97%27.4%

26.19%0.72%

0.76%20.19%

19.67%

19.28%18.56%

18.04%17.51%17.56%

17.29%17.51%0.4%15.79%0.4%13.22%11.28%

11.35%00.

0.

22%%

0.2048%

0.31%

0.55%

0.71%

0.92%1.44%

1.63%

1.76%

2.04%

2.09%

2.12%

2.26%

2.14%

2.11%

2.46%2.47%2.59%2.48%

2.6%0%0.1034%0.36%

0.43%

10.

5.

55%%

10.56%

1.6%1.74%

2.05%

2.15%

2.17%

2.32%

2.28%

2.24%

2.16%

2.09%

2.11%

2.14%

2.28%

1.43%

1.38%

1.4%2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022*2023*2024*4Description:TheLatinAmericanexpenditureisforecasttoaccountfor2.48percentoftheglobalinternetadvertisingspendingin2022.Moreover,theinternetadspendinginNorthAmericaisexpectedtocontribute47.37percentinthesameyear.

ReadmoreNote(s):Worldwide;2000to2022;currentprices;*Forecast.Thedataiscalculatedinternallybasedonregionalfiguresprovidedbythesource.Datashouldbetreatedasestimations,theglobaltotalsforeachyeararesimplesumsofregionaldata.

ReadmoreSource(s):ZenithDigitaladvertisingspendinginEuropefrom2006to2022(inbillioneuros)DigitaladvertisingspendinginEurope2006-2022IncludingBelarus&RussiaExcludingBelarus&Russia*1009080706050403020100928678.370.56066.456.459.150.251.945.83944.140.834.736.130.732.428.927.525.924.622.32218.818.917.21614.710.99.27.86.6200620072008200920102011201220132014201520162017201820192020202120225Description:In2022,digitaladvertisingspendinginEuropeamountedto86billioneuros,upbynearly10percentcomparedtothevalueof78.3billionrecordedayearearlier.ThesefiguresdonotincludeRussiaandBelarus.The2021marketsizeincludingthetwoEasternEuropeancountriesstoodat92billioneuros.ReadmoreNote(s):Europe;2006to2022;*Historicalmarketsizerestatedbasedon2022constantexchangeratesandhistoricalgrowthrates.In2021,Estonia,Latvia,andLithuaniawereadded.Theircombineddigitaladvertisingrevenuestoodat339million[...]

ReadmoreSource(s):IABEurope;Varioussources(localIABoffices)DigitaladvertisingspendinginEuropein2022,byformat(inbillioneuros)DigitaladspendinEurope2022,byformat4540.94037.435302520151055.70DisplaySearchClassifieds,directories,andaffiliate6Description:In2022,outofthetotalof86billioneurosinvestedindigitaladvertisinginEurope,40.9billionwerespentondisplayadvertising.Searchwasthesecondlargestformat,withmorethan37billion,whereasclassifieds,directories,andaffiliaterankedthirdwith5.7billion.ReadmoreNote(s):Europe;2022;figuresexcludeBelarusandRussiaSource(s):IABEuropeDigitaladvertisingspendinginEuropein2022,bycountry(inmillioneuros)LargestdigitaladvertisingmarketsinEurope2022Spendinginmillioneuros15,00005,00010,00020,00025,00030,00035,000UnitedKingdomGermanyFrance29,45212,3948,731SpainItaly4,5024,419NetherlandsSwitzerlandSwedenAustria3,5873,3803,2062,190TurkeyCzechia2,1672,158NorwayDenmark1,7361,5947Description:In2022,theUnitedKingdom(UK)wasthelargestdigitaladvertisingmarketinEurope,withaspendof19.45billioneuros.Germanyrankedsecondwithanexpenditureof12.39billioneuros.ReadmoreNote(s):Europe;2022Source(s):IABEuropeDigitalsearchadvertisingspendinginselectedcountriesinEuropein2022(inbillionU.S.dollars)DigitalMarketOutlook:digitalsearchadspendinEuropeancountries2022RevenueinbillionU.S.dollars10

12024681416182022UnitedKingdomGermanyFrance19.617.394.97NetherlandsSpainSwedenSwitzerlandItaly2.292.061.981.841.81DenmarkNorway0.950.89AustriaPortugalIrelandFinlandBelgium0.640.390.360.320.38Description:TheUnitedKingdomisleadingtherankingbyadspendinginthe'SearchAdvertising'segmentofthedigitaladvertisingmarket,recording19.61billionU.S.dollars.FollowingcloselybehindisGermanywith7.39billionU.S.dollars,whileBelgiumistrailingtherankingwith0.3billionU.S.dollars,resultinginadifferenceof19.31billionU.S.dollarstotherankingleader,theUnitedKingdom.ReadmoreNote(s):Austria,Belgium,Denmark,Finland,France,Germany,Ireland,Italy,Netherlands,Norway,Portugal,Spain,Sweden,Switzerland,UnitedKingdom;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsDigitalbanneradvertisingrevenueinselectedEuropeancountriesin2022(inbillionU.S.dollars)DigitalMarketOutlook:banneradvertisingrevenueinEuropeancountries2022RevenueinbillionU.S.dollars012345678UnitedKingdomGermanyFrance6.893.291.92Italy1.4NetherlandsSpainSwedenSwitzerlandNorway1.061.031.020.850.69BelgiumAustria0.470.47DenmarkIrelandFinland0.40.360.260.24Portugal9Description:Comparingthe15selectedregionsregardingtheadspendinginthe'BannerAdvertising'segmentofthedigitaladvertisingmarket,theUnitedKingdomisleadingtheranking(6.89billionU.S.dollars)andisfollowedbyGermanywith3.29billionU.S.dollars.AttheotherendofthespectrumisPortugalwith0.24billionU.S.dollars,indicatingadifferenceof6.65billionU.S.dollarstotheUnitedKingdom.ReadmoreNote(s):Austria,Belgium,Denmark,Finland,France,Germany,Ireland,Italy,Netherlands,Norway,Portugal,Spain,Sweden,Switzerland,UnitedKingdom;Jan1sttoDec31st2022;figuresareestimates.Source(s):DigitalMarketInsightsCHAPTER

02DutchmarketoverviewDigitaladvertisingspendingintheNetherlandsfrom2012to2022(inbillioneuros)DigitaladspendintheNetherlands2012-20224.03.53.02.52.03.593.182.352.211.961.831.681.511.41.51.00.50.01.261.162012201320142015201620172018201920202021202211Description:In2022,digitaladvertisingspendingintheNetherlandsstoodat3.59billioneuros,upfrom3.18billionayearearlier,markinga12percentgrowthrate.ReadmoreNote(s):NetherlandsSource(s):IABEuropeChangeindigitaladvertisingspendingintheNetherlandsfrom2019to2022DigitaladspendgrowthintheNetherlands2019-202240%35%30%25%20%34%15%10%5%13%13%6%0%201920202021202212Description:In2022,digitaladvertisingspendingintheNetherlandsincreasedby13percentcomparedtothevaluesreportedin2021.Thatyear,Dutchdigitaladmarketwasestimatedat3.5billioneuros.

ReadmoreNote(s):Netherlands;2019to2022Source(s):Deloitte;VIANederlandDistributionofdigitaladvertisingspendingintheNetherlandsin2022,byindustryDigitaladspendintheNetherlands2022,byindustryShare15%0%5%10%20%25%30%35%RetailFMCG28.97%17.11%Travel&LeisureFinancialServicesOther7.89%5.52%4.7%TelecommunicationsTechnology&ElectronicsAutomobiles4.39%4.14%3.64%3.61%Entertainment&MediaPharma&Healthcare1.98%13Description:Concerningthetenselectedsegments,thesegmentRetailhasthelargestindicator'AdSpendingSharebyIndustry'with28.97percent.Contrastingly,Pharma&Healthcareisrankedlast,with1.98percent.Theirdifference,comparedtoRetail,liesat26.99percentagepoints.ReadmoreNote(s):Netherlands;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsAdspendingperinternetuserofthedigitaladvertisingmarketintheNetherlandsfrom2018to2027(inU.S.dollars)AdspendingperinternetuserofdigitaladvertisingintheNetherlands2018-2027450400350411.94390.42368.38345.75322.77297.930025020015010050275.71216.38190.87171.260201820192020202120222023202420252026202714Description:TheaverageadspendingperinternetuserinthedigitaladvertisingmarketintheNetherlandswasforecasttocontinuouslyincreasebetween2023and2027byintotal89.2U.S.dollars(+27.64percent).Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach411.94U.S.dollarsandthereforeanewpeakin2027.Notably,theaverageadspendingperinternetuserofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Netherlands;2018to2027Source(s):DigitalMarketInsightsMobilerevenueshareofthedigitaladvertisingmarketintheNetherlandsfrom2018to2027MobilerevenueshareofdigitaladvertisingintheNetherlands2018-202760%51.61%51.01%50.23%49.21%47.92%50%46.31%44.51%42.78%39.73%40%30%20%10%0%37.07%201820192020202120222023202420252026202715Description:ThemobilerevenueshareofthedigitaladvertisingmarketintheNetherlandswasforecasttocontinuouslyincreasebetween2023and2027byintotal3.7percentagepoints.Aftertheninthconsecutiveincreasingyear,theindicatorisestimatedtoreach51.61percentandthereforeanewpeakin2027.Notably,theindicator'AdSpendingShareDesktop&Mobile'ofthe'DigitalAdvertisingMobile'segmentofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):2018to2027Source(s):DigitalMarketInsightsGrowthofmobiledigitaladvertisingintheNetherlandsfrom2018to2027GrowthofmobiledigitaladvertisingintheNetherlands2018-20279%8%7%6%5%4%3%2%1%0%7.67%7.18%6.27%4.06%4.04%3.47%2.71%20242.06%20251.55%20261.18%202720182019202020212022202316Description:Theindicator'GrowthDesktop&Mobileshare'inthe'DigitalAdvertisingMobile'segmentofthedigitaladvertisingmarketintheNetherlandswasforecasttocontinuouslydecreasebetween2023and2027byintotal2.3percentagepoints.Aftertheseventhconsecutivedecreasingyear,theindicatorisestimatedtoreach1.18percentandthereforeanewminimumin2027.ReadmoreNote(s):Netherlands;2018to2027Source(s):DigitalMarketInsightsCHAPTER

03FormatsDistributionofdigitaladvertisingspendingintheNetherlandsin2022,byformatDigitaladspendintheNetherlands2022,byformat50%45%40%35%30%25%20%15%10%5%47.3%46.8%5.9%0%DisplayPaid-forsearchClassifieds&directories18Description:In2022,displaywastheleadingdigitaladvertisingformatintheNetherlands,attracting47.3percentofdigitaladvertisingspending.Paid-forsearchfollowedcloselywith46.8percent,whereasclassifiedsanddirectoriesaccountedfor5.9percentofthetotal.ReadmoreNote(s):Netherlands;2022Source(s):IABEuropeChangeindigitaladvertisingspendingintheNetherlandsin2022,byformatDigitaladspendgrowthintheNetherlands2022,byformat50%44%45%40%35%30%25%20%15%10%5%35%14%10%9%0%AudioDigitalout-of-homeVideoSearchSocial19Description:In2022,itwasestimatedthattherewere14percentmorespendingondigitalvideoadvertisingintheNetherlandsthanintheyearbefore.Searchadvertisingincreasedby10percent.In2022,digitaladexpenditureintheBeneluxcountrystoodat3.5billioneuros.ReadmoreNote(s):Netherlands;2022Source(s):Deloitte;VIANederlandPaidsearchadvertisingintheNetherlandsfrom2012to2023,bydevice(inmillioneuros)SearchadspendintheNetherlands2012-2023WiredMobile1,4001,2001,00080053449244438932526119014361210257160040020005527368566967765166063164255451747320122013201420152016201720182019*2020*2021*2022*2023*20Description:Asof2018,spendingonbothwiredandmobileinternetadvertisinghadincreasedsince2012.Annualspendingonwiredinternetadvertisingremainedconsistentlyhigher.In2018,theannualexpenditureonpaidsearchwiredinternetadvertisingintheNetherlandswasover640millioneurosandthisfigurewasexpectedtogrowtoroughly670millioneurosby2021.Althoughannualspendingonpaidsearchmobileinternetadvertisingremainedlower,thespendingdedicatedtothisformof[...]

ReadmoreNote(s):Netherlands;2012to2023;*Forecast.ReadmoreSource(s):Deloitte;Ovum;PwCAveragecost-per-click(CPC)inGoogleAdssearchadvertisinginselectedcountriesinEuropeinMay2023(inU.S.dollars)GoogleAdsCPCinEurope2023,bycountryCostin

U.S.

dollarsUnitedKingdomSwitzerlandIreland1.221.131.010.950.910.910.9NetherlandsDenmarkBelgiumGermanyMalta0.890.860.840.830.810.79LuxembourgFranceIcelandNorwaySweden21Description:InMay2023,theaveragemonthlycost-per-click(CPC)inGoogleAdssearchadvertisingintheUnitedKingdomstoodat1.22U.S.dollarsandwasthehighestamongthe38countriespresentedinthedataset.AmongcountriesfromCentralandEasternEurope,AlbaniarecordedthehighestCPCwith65U.S.cents.ReadmoreNote(s):Europe,CEE;May2023;basedondataextractedfromSemrushkeyworddatabase;widerindustrymetricsmayvarySource(s):SemrushDigitalvideoadvertisingspendingintheNetherlandsfrom2019to2022(inmillioneuros)OnlinevideoadspendintheNetherlands2019-20229008007006005008066925254454003002001000201920202021202222Description:In2022,digitalvideoadvertisingspendingintheNetherlandsstoodat806millioneuros,accountingfor47.5percentoftotaldisplayadspendinthecountrythatyear.TheNetherlandswastheeighthlargestmarketintermsofvideoshareindisplayspendingin2022.ReadmoreNote(s):Netherlands;2019to2022Source(s):IABEuropeSocialmediaadvertisingspendingintheNetherlandsfrom2017to2026,bydevice(inbillionU.S.dollars)DigitalMarketOutlook:socialmediaadspendinNetherlands2017-2026,bydeviceDesktopMobile2.52.01.51.651.51.331.01.140.930.70.50.00.490.370.30.520.480.430.220.0920170.380.310.240.180.120.1420182019202020212022202320242025202623Description:ThemobilesocialmediaadspendintheNetherlandsisexpectedtogrowfrom700millionU.S.dollarsin2021to1.65billiondollarsin2026.AnoverviewofallDigitalMarketscanbefoundhere.

ReadmoreNote(s):Source(s):DigitalMarketInsightsDigitaldisplayadvertisingspendingintheNetherlandsfrom2015to2022(inmillioneuros)DisplayadspendintheNetherlands2015-20221,8001,6001,4001,2001,0008001,6971,4631,019921879738686.568960040020002015201620172018201920202021202224Description:In2022,digitaldisplayadvertisingspendingintheNetherlandsstoodat1.7billioneuros,havingincreasedapproximately16percentorroughly230millioneurosontheresultsreportedayearearlier.Displayaccountedfor47.3percentofthetotaldigitaladspendinthecountryin2022.ReadmoreNote(s):Netherlands;2015to2022Source(s):IABEuropeDigitaloutofhome(DOOH)advertisingspendingintheNetherlandsfrom1stquarter2021to2ndquarter2023(inmillioneuros)DOOHadspendintheNetherlands2020-202340353034.228.72519.5201510516.712.880Q22018Q22019Q22020Q22021Q22022Q2202325Description:Inthesecondquarterof2023,spendingondigitalout-of-homeadvertisingintheNetherlandsstoodatroughly34millioneuros.Theexpenditurehasbeenexponentiallygrowingsincebeforethepandemictimes,withtheonlyexceptionofthe2020dropinvalue.ReadmoreNote(s):Netherlands;Q12021toQ22023Source(s):OutreachCHAPTER

04ConsumerattitudesAttitudestowardsonlineadvertisingintheNetherlandsasofJune2023AttitudestowardsonlineadvertisingintheNetherlands2023Shareofrespondents0%10%20%30%40%50%IamoftenannoyedbyadvertisingontheinternetItannoysmewhenIreceiveonlineadsbasedonmysearchhistoryIdon'tmindadvertisingifIgetfreecontentinreturn51%41%30%Iuseadblockerswhenbrowsingtheinternet21%IhaveboughtproductsbecausecelebritiesorinfluencersadvertisedthemIamexcitedaboutusingthemetaverse(immersivevirtualworld)Idon'tmindwhencompaniesusemypersonaldataforadvertisingIoftenhavedifficultydistinguishingadvertisingfromcontentNoneoftheabove15%14%13%11%5%27Description:Whenaskedabout"Attitudestowardsonlineadvertising",mostDutchrespondentspick"Iamoftenannoyedbyadvertisingontheinternet"asananswer.51percentdidsoinouronlinesurveyin2023.ReadmoreNote(s):Netherlands;July2022toJune2023;2020respondents;18-64yearsSource(s):ConsumerInsightsShareofinternetusersintheNetherlandswhodiscovernewbrandsandproductsviaselectchannelsasof3rdquarterof2022NewbranddiscoverychannelsintheNetherlands2022Shareofrespondents0%5%10%15%20%25%30%35%40%AdsontelevisionSearchengines33.3%34.1%Word-of-mouth28.8%Brandwebsites22.9%23.1%AdsonsocialmediaProductcomparisonwebsitesTVshowsorfilms19.9%18.9%AdsonwebsiteCompanye-mailsorletterOnlineretailsites21.9%21.9%17.8%17.4%17.5%RadioadsAdsinmobileappsAdsinprintmediaConsumerreviewsitesSocialmediacomments15.4%14.5%13%28Description:Asofthethirdquarterof2022,themostpopularsourcesthroughwhichinternetusersintheNetherlandsdiscoverednewbrandsandproductsweresearchengines,TVads,andword-of-mouthrecommendations.Atthesametime,approximatelyafifthofsurveyrespondentsstatedthattheyfoundnewbrandsviaadsonsocialmedia.ReadmoreNote(s):Netherlands;Q32022;14to64years;amonginternetusersSource(s):DataReportal;GWI;Hootsuite;WeAreSocialPrimarybrandandproductonlineresearchchannelsaccordingtointernetusersintheNetherlandsasof3rdquarter2022MainonlinechannelforbrandresearchintheNetherlands2022Shareofrespondents0%10%20%30%40%50%60%SearchenginesPricecomparisonwebsitesConsumerreviews55.8%37.8%30.4%ProductandbrandwebsitesSocialnetwork26.6%24.8%Mobileapps17.9%17.2%16.9%DiscountcouponwebsitesSpecialistreviewwebsiteQ&Aservices(EG:Quora)Videosites11.6%10.2%9.1%8.5%ForumsandmessageboardsBrandorproductblogsVlogs6.2%6%OnlinepinboardsMessageandlivechat5.9%29Description:Asurveyduringthethirdquarterof2022foundthat55.8percentofDutchinternetusersutilizedsearchenginesasoneoftheirprimarychannelswhenactivelylookingformoreinformationaboutbrands,products,andservices.Pricecomparisonwebsiteswererankedsecondwith37.8percentofrespondentsstatingtha