Despite the lack of major events such as elections, a European or World Cup football match or the Olympic Games, agency MAGNA predicts stable growth of digital advertising in the Netherlands. Advertisers in retail, technology and automotive continue to invest in creative and data-driven campaigns.
The OOH (Out of Home) market will again increase in spending by approximately 10 percent next year, MAGNA expects. This growth does not only come from digital objects; Because OOH increasingly functions as a floodplain for television, the demand for bus shelters (in particular) is increasing. More and more large and medium-sized retailers are entering the OOH market as part of their retail media proposition and are opening their shop floors to digital screens.
Audio expenditure is growing by approximately 7 percent to 280 million euros. Digital audio will increase by 20 to 30 to around 17 million euros.
Daily newspapers are stabilizing somewhat in the print market. MAGNA expects a small decline in turnover here. The market for both magazines and door-to-door papers continues to have a relatively difficult time; the expectation is a decrease of between 10 and 15 percent. It is the door-to-door newspapers in particular that are affected by the disappearance of retailers in the shopping streets. They have to be creative and look for new advertisers.
Due to the lack of major sporting events, MAGNA predicts a limited decline of approximately 3 to 4 percent on television, which is entirely driven by declining television spot spending. Total screen time will increase.
By measuring media use on all screens within a household, there is a slight linear decrease in viewing time of up to 3 percent, with an increase in total screen time of up to 10 percent. Viewing on the large screen seems more popular than ever and is partly due to the many video on demand (VOD) providers with quality content such as series and films.
2025 will also be the year of the breakthrough of advertising within the so-called SOD platforms, the so-called SAVOD (subscription advertising video on demand) model. This creates scale with parties such as Videoland, Disney+, HBO-Max and in Q3 2025 the arrival of Amazon-Prime and possibly Netflix, and on the other hand the possibility of brand-safe advertising within quality content based on first-party data.
Source: www.emerce.nl
