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Which platforms are used for business-to-business (B2B) digital advertising in the Netherlands? According to 56 percent of Dutch B2B marketers, Google AdWords and LinkedIn received the most focus for online advertising in 2019. The use of paid LinkedIn ads increased between 2017 and 2019, whereas AdWords became less popular. The source does not mention possible reasons for this development, although the social network did have around 4.6 million users in the Netherlands in 2019, making it a viable option for marketers who wanted to target a professional audience.

Online advertising, especially search, on the up

The market size of digital advertising in the Netherlands saw an increase in recent years, with total expenditure forecast to reach over two billion euros in 2019. Online ad campaigns were claimed to have been bigger than all traditional media in 2017, with most money being spent on paid search engine advertising.

Google the most frequently used search engine in the Netherlands

Google’s search engine consistently had the highest market share in the Netherlands between 2009 and 2019, further adding to the perceived importance of search engine advertising for marketers in the country. The Dutch domain of Google, Google.nl, received the most web traffic of all search engines on mobile. Other domains owned by the Silicon Valley (such as Google.com, Google.com.tr and Google.es) also attracted considerable traffic, however.