Download the Digital Advertising Spend 2022 report now!

Since 2010, VIA and Deloitte have been reporting on the digital advertising spend in The Netherlands by publishing the Digital Ad Spend Study. The study incorporates data from previous years and the current market to obtain the growth percentages of the previous year. This year, the digital advertising market grew by 13%. In total, advertisers spent more than 3.5 billion euros on digital advertisements. In addition, the Digital Ad Spend Study 2022 shows the stabilizing growth of global players and the ongoing shift towards digital media buying without the use of third-party cookies.

The content of this study is driven by financial data and information gathered directly from companies within the digital media ecosystem in the Netherlands. The market analysis is based on financial data supplied by 30 companies, including media agencies, ad tech companies and publishers.

We do not only look back at the previous year but also look forward. Based on interviews with industry experts we collected the main trends and expectations for 2023. This report will give insights into:

• The advertising marketing in the Netherlands in 2022 - how is the shift towards digital influencing the current Dutch advertising landscape?
• Global versus local advertising share - does this year reflect a turning point in the ongoing increase of global share of the total digital advertising?
• The cookieles era - marketers are visibly preparing for this, with data showing that last year 43 percent of digital advertisements were purchased without the use of third-party cookies.
• Retail media – this category is mentioned by many marketers as one of the most promising new ad categories in the ecosystem.
• A growing podcast market - will this digital advertising category continue to mature?
• A forecast for 2023 digital advertising spends - what to expect after a year of the unexpected?

Next to this, the insights in this year's report include an ongoing shift towards mobile advertising, another year of large growth percentages within the Digital Out of Home category and increase emphasis on content advertising.

Interested in finding out more? Get access to the full Digital Advertising Spend 2022 report by filling out the form.