A. Guttmann
Research Lead covering media
Advertising in the Netherlands - statistics & facts
Dutch advertising in 2025 is defined less by notorious commercials recognized by the Loden Leeuw (Lead Lion) Awards and more by bold experimentation, rapid digital growth, and a heightened awareness of what matters to consumers. Reflecting the shifts in advertising spending away from traditional media, brands across the Netherlands are increasingly moving their focus to contemporary digital platforms. More and more, companies are choosing to reach audiences through social platforms, e-commerce sites, and innovative digital content, meeting consumers where they now conduct much of their online brand and product research. This shift is propelled by tools like programmatic advertising, enabling marketers to deliver relevant messages swiftly and efficiently. As a result, digital creativity and adaptability continue to outpace classic formats.
