A. Guttmann
Research Lead covering media
Social media advertising and marketing in Belgium - Statistics & Facts
Marketing professionals face increasing challenges on how to best use social media platforms in their advertising strategies. This seems at first glance especially true for strategies aimed at Belgium, a country where digital ad spending grew slower than in other European countries. Total expenses on offline advertising were roughly four times bigger than its online counterpart, with television advertising alone reaching a value of roughly 1.7 billion euros in 2018. Note, however, that ad purchases in Belgium tend to be expensive due to the country's fragmented media market. For example, Belgium has 11 television channels aimed at a French-speaking audience (Wallonia), against 17 channels for the Dutch-speaking region of Flanders. A marketer who wants to purchase an ad for the whole country has to essentially buy it twice, once for Flanders and once for Wallonia. This could explain why social media advertising is seen as an attractive alternative option to use in media campaigns in Belgium.
