In 2024, we see significant shifts, driven by technological advancements and changing consumer behavior. Here’s an in-depth look at the key trends:

1. High Internet Penetration and Mobile Focus 📱

The Netherlands boasts 93% internet penetration, with most of the population actively engaging online. Mobile devices dominate the online landscape, with 69% smartphone usage. This high connectivity means that Dutch consumers are not only tech-savvy but also keen on mobile-first strategies . Mobile advertising is thus critical, especially since 51% of display ad spending now goes toward mobile .

2. Increased Digital Ad Spending 📈

In 2024, digital ad spending is expected to rise, following the trends seen in recent years. In 2015, ad spend in the Netherlands reached over €1.5 billion, growing 8.3% from the previous year. By 2024, €733 million is expected to be spent on paid search alone . Dutch marketers are increasingly allocating budgets to programmatic advertising, focusing on paid search and display ads, which now include more mobile and video