Social, video drive display ad spending in the Netherlands

In terms of ad spending growth, classifieds performed the best of the three main formats measured by IAB Netherlands. Spending in that category, which also included directories and listings, increased by 12.1 per cent between Q1 2014 and Q1 2015. Display ad spending also performed well during the quarter, with a year-over-year gain of 9.7 per cent.

Display ad spending growth in the country was driven mainly by increased spending on social media and digital video advertising, IAB Netherlands found. Digital video ad spend, including pre-roll, mid-roll and post-roll video, totaled €23m (US$30.5m) in the Netherlands during Q1 2015—a gain of 26 per cent compared with the same period in 2014.

Social media ad spending in the country rose by 43 per cent during Q1 2015 to account for 19 per cent of total digital display ad spending. For the full year 2014, IAB Netherlands estimated that it represented 16 per cent of the country’s total digital display ad market, or €95m ($126.1m).

When looking at the share of digital display ad spending by device, IAB Netherlands found that mobile, including mobile phones, tablets and in-app advertising, made up nearly one-quarter (24 per cent) of the total amount spent on display ads during the quarter. This was an increase of 49 per cent compared with the same period in 2014.


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