比利时荷兰卢森堡广告行业市场前景及投资研究报告-培训课件外文版2024.5

INDUSTRIES

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MARKETSAdvertisingindustryinBeneluxCHAPTER

01OverviewAdvertisingmediaowners'revenueworldwidefrom2018to2028(inbillionU.S.dollars)Admediaowners'revenueworldwidefrom2018-20281,2001,0008001,142.591,085.451,030.61978.77926.66874.47825.86776.33629.65622.11571.396004002000201820192020202120222023*2024*2025*2026*2027*2028*3Description:In2023,mediaowners'globaladvertisingrevenuewillamounttoanestimated874.47billionU.S.dollars,upfromlessthan826billiondollarsayearearlier-anannualgrowthofaboutsixpercent.Thefigurewasprojectedtocontinuetoexpand,surpassing1.1trilliondollarsby2028.ReadmoreNote(s):Worldwide;2018to2022;excludingU.S.politicaladspend;*Forecast.Source(s):BrandsVietnam;GroupM;calculatedthefiguresbasedonthesource'sdata.Numbershavebeenrounded.

ReadmoreAdvertisingspendinginEuropefrom2014to2022(inbillionU.S.dollars)AdvertisingspendinginEurope2014-2022160139.3514012010080133.52117.45110.69110.71106.9193.6189.4786.366040200201420152016201720182019202020212022*4Description:Thesourceestimatedthat,in2022,advertisingspendinginEuropegrewbyoverfourpercentto139.35billionU.S.dollars.WesternEuropealoneaccountedforalmost94percentofthatfigure.

ReadmoreNote(s):Europe;2014to2021;atcurrentprices;*Forecast.Source(s):Dentsu;calculatedthefiguresbasedonthesource'sdata.Numbershavebeenrounded.

ReadmoreLeadingadvertisingmarketsinEuropein2023,byspending(inbillionU.S.dollars)LargestadvertisingmarketsinEurope2023SpendinginbillionU.S.dollars0510152025303540455055UnitedKingdomGermanyFrance49.627.0318.09Italy10.119.1SpainRussia8.156.56NetherlandsSwitzerlandSwedenAustria5.845.454.01Poland3.333.24Belgium5Description:In2022,theUnitedKingdomwasthelargestadvertisingmarketinEurope,withmorethanfourbillionU.S.dollarsinspending.GermanyandFrancefollowed,withapproximately27and18.1billiondollars.ReadmoreNote(s):Europe;2023Source(s):Advertising&MediaInsightsAdvertisingspendinginselectedmarketsinEuropeasapercentageoftheglobaladexpenditurein2023AdspendinselectedmarketsinEuropeasashareoftheglobaladexpenditure20235.82%6%5%4%3%2%1%0%4.56%3.92%2.35%1.03%1.03%Italy0.89%SpainUnitedKingdomGermanyFranceCentralandEasternEuropeRestofWesternEurope6Description:ThesourceforecastthatEuropewillaccountfornearlyone-fifthofglobaladvertisingrevenuesin2023.Accordingtotheprojections,theUnitedKingdomalonewillaccountforalmostsixpercentofworldwideadspending,whileGermany'sandFrance'sshareswillsurpass3.9and2.3percent,respectively.Theworld'sadexpenditurewasexpectedtoreachabout728billionU.S.dollarsthatyear.

ReadmoreNote(s):Europe;2022;forecastSource(s):Dentsu;DigitaladvertisingspendinginEuropein2022,bycountry(inmillioneuros)LargestdigitaladvertisingmarketsinEurope2022Spendinginmillioneuros15,00005,00010,00020,00025,00030,00035,000UnitedKingdomGermanyFrance29,45212,3948,731SpainItaly4,5024,419NetherlandsSwitzerlandSwedenAustria3,5873,3803,2062,190TurkeyCzechia2,1672,158NorwayDenmark1,7361,5947Description:In2022,theUnitedKingdom(UK)wasthelargestdigitaladvertisingmarketinEurope,withaspendof19.45billioneuros.Germanyrankedsecondwithanexpenditureof12.39billioneuros.ReadmoreNote(s):Europe;2022Source(s):IABEuropeMosteffectiveadvertisersinEuropein2022(indexscore)MosteffectiveadvertisersinEurope2022Advertisers

(country

oforigin)LocationBelgiumNumber

ofpointsAnheuser-BuschInBev534.6328UnileverUnitedKingdomSwitzerlandUnitedKingdomNetherlandsSwedenNestle152.3107.494.789.486.380.366.360.7ReckittHeinekenIKEAVolkswagenGroupVodafoneGermanyUnitedKingdomFranceAssociationFamilialeMulliezAldiGermany8Description:In2022,Anheuser-BuschInBevrankedastheleadingadvertiserinEuropeintermsofeffectiveness.TheBelgiumbeveragescompanyhadascoreof534.6points.UnileverwasthesecondmosteffectiveadvertiserfromtheEuropeancountry,with328points,followedbyNestle,whichscored152.3points.ReadmoreNote(s):Europe;2022Source(s):WARCCHAPTER

02TheNetherlandsTotalgrossadvertisingexpenditureintheNetherlandsfrom2017to2027(inthousandeuros)TotalgrossadspendingintheNetherlands2017-202787657.437.126.816.56.175.894.964.354.323.85432103.662017201820192020202120222023*2024*2025*2026*2027*10Description:In2022,thetotaladvertisingspendingintheNetherlandsstoodat5.89billioneuros,upfrom4.96billionayearearlier.Theexpenditureisexpectedtogrowsteadilyuntil2027andtosurpass7.4billioneuros.

ReadmoreNote(s):Netherlands;2017-2022Source(s):MarketInsightsGrossadvertisingspendingontraditionalmediaintheNetherlandsin2022,bymedium(inmillioneuros)AdvertisingexpenditureintheNetherlands2022,bymediumSpendinginmillioneuros2,000

2,50005001,0001,5003,0003,5004,0004,5005,000TelevisionRadio4,356.31892.38NewspapersOutofhomeConsumermagazinesFlyers558.21501.79154.7996.6527.1CinemaTrademagazines

19.2811Description:In2022,roughly27millioneuroswasspendoncinemaadvertisingintheNetherlands.TVwasthestrongestmedium,havingattractedagrossadvertisingspendingof4.35billioneurosthatyear.Intotal,traditionalmediaadspendstoodat6.6billioneurosintheNetherlandsin2022.ReadmoreNote(s):Netherlands;2022;basedonratecardsofpublishersSource(s):NDPNieuwsmedia;NielsenDigitaladvertisingspendingintheNetherlandsfrom2012to2022(inbillioneuros)DigitaladspendintheNetherlands2012-20224.03.53.02.52.03.593.182.352.211.961.831.681.511.41.51.00.50.01.261.162012201320142015201620172018201920202021202212Description:In2022,digitaladvertisingspendingintheNetherlandsstoodat3.59billioneuros,upfrom3.18billionayearearlier,markinga12percentgrowthrate.ReadmoreNote(s):NetherlandsSource(s):IABEuropeDistributionofdigitaladvertisingspendingintheNetherlandsin2022,byformatDigitaladspendintheNetherlands2022,byformat50%45%40%35%30%25%20%15%10%5%47.3%46.8%5.9%0%DisplayPaid-forsearchClassifieds&directories13Description:In2022,displaywastheleadingdigitaladvertisingformatintheNetherlands,attracting47.3percentofdigitaladvertisingspending.Paid-forsearchfollowedcloselywith46.8percent,whereasclassifiedsanddirectoriesaccountedfor5.9percentofthetotal.ReadmoreNote(s):Netherlands;2022Source(s):IABEuropeShareofinternetusersintheNetherlandswhodiscovernewbrandsandproductsviaselectchannelsasof3rdquarterof2022NewbranddiscoverychannelsintheNetherlands2022Shareofrespondents0%5%10%15%20%25%30%35%40%AdsontelevisionSearchengines33.3%34.1%Word-of-mouth28.8%Brandwebsites22.9%23.1%AdsonsocialmediaProductcomparisonwebsitesTVshowsorfilms19.9%18.9%AdsonwebsiteCompanye-mailsorletterOnlineretailsites21.9%21.9%17.8%17.4%17.5%RadioadsAdsinmobileappsAdsinprintmediaConsumerreviewsitesSocialmediacomments15.4%14.5%13%14Description:Asofthethirdquarterof2022,themostpopularsourcesthroughwhichinternetusersintheNetherlandsdiscoverednewbrandsandproductsweresearchengines,TVads,andword-of-mouthrecommendations.Atthesametime,approximatelyafifthofsurveyrespondentsstatedthattheyfoundnewbrandsviaadsonsocialmedia.ReadmoreNote(s):Netherlands;Q32022;14to64years;amonginternetusersSource(s):DataReportal;GWI;Hootsuite;WeAreSocialNon-digitaladvertisingtouchpointsintheNetherlandsasofJune2023Non-digitaladvertisingtouchpointsintheNetherlands2023Shareofrespondents0%5%10%15%20%25%30%35%40%39%OnTVOntheradio32%30%30%DirectlyinthestoreOnbillboards,screens,andotheradvertisingspacesonthego(includinginpublictransportation)Bymailshot/advertisingmailInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinema23%21%20%16%Ihaven'tcomeacrossanynon-digitaladvertisementsOther10%3%Don'tknow10%15Description:"OnTV"and"Ontheradio"arethetoptwoanswersamongDutchconsumersinoursurveyonthesubjectof"Non-digitaladvertisingtouchpoints".ReadmoreNote(s):Netherlands;July2022toJune2023;12161respondents;18-64yearsSource(s):ConsumerInsightsDigitaladvertisingtouchpointsintheNetherlandsasofJune2023DigitaladvertisingtouchpointsintheNetherlands2023Shareofrespondents0%5%10%15%20%25%30%35%SearchenginesSocialmediawebsitesandapps36%36%36%Videoportals(e.g.,YouTube)Onlinestores27%26%WebsitesandappsofbrandsandproductsOtherapps(smartphone/tablet/console/PC/SmartTV)Videogames(smartphone/tablet/console/PC/SmartTV)Newsletters23%22%21%Video-streamingservices(e.g.,Netflix,AmazonPrime)Musicportalsandstreamingservices(e.g.,Spotify)Editorialwebsitesandapps(e.g.,newssitesandmagazines)Podcasts19%17%16%13%12%Blogs/forums16Description:"Searchengines"and"Socialmediawebsitesandapps"arethetoptwoanswersamongDutchconsumersinoursurveyonthesubjectof"Digitaladvertisingtouchpoints".ReadmoreNote(s):Netherlands;July2022toJune2023;12161respondents;18-64yearsSource(s):ConsumerInsightsCHAPTER

03BelgiumDistributionofadvertisingspendinginBelgiumin2022,bymediumAdspenddistributioninBelgium2022,bymediumPress*4.9%Out-of-home8.8%Cinema0.5%Other0.2%TV35.7%Radio14.0%Digital35.2%18Description:In2022,TVwasthelargestmediuminBelgium,attracting35.6percentofthetotaladvertisingspending.However,digitalfollowedveryclosely,with35.1percentoftotalshares.ReadmoreNote(s):Belgium;2022;*Pressconsistsofbothnewspapersandmagazinestogether.ReadmoreSource(s):UBABelgium;UnitedMediaAgenciesTelevisionadvertisingexpenditureinBelgiumfrom2018to2022(inmillioneuros)TVadspendinginBelgium2018-20222,0001,895.721,822.061,754.371,8001,6001,4001,2001,0008001,666.931,498.260040020002018201920202021202219Description:In2022,thevalueoftelevisionadvertisinginBelgiumhasdecreasedby3.9percentwhencomparedtothepreviousyear.In2022,TVadspendinBelgiumreachedroughly1.82billioneuros.In2021,thisvaluewas1.89billioneuros.

ReadmoreNote(s):2018to2022Source(s):Nielsen;SpaceAdvertisingspendinggrowthinBelgiumfrom2014to2024AdspendinggrowthinBelgium2014-202415%13%10%5%5.9%5.9%4.5%1.9%1.5%1.5%0%-1.7%-2.2%-5%-3.7%-10%-15%-20%-15.6%20202014201520162017201820192021*2022*2023*2024*20Description:In2020,duetothecoronavirusoutbreak,advertisingspendinginBelgiumdeclinedby15.6percentcomparedtopreviousyear.However,itisexpectedthatthemarketwillbounceback,withadspendgrowthreaching13percentin2021.

ReadmoreNote(s):Belgium;2014to2020;*Forecast.ReadmoreSource(s):GroupM;magazinemediaDigitaladvertisingspendinginBelgiumfrom2015to2022(inmillioneuros)DigitaladspendinBelgium2015-20221,2001,0001,1201,0151,00898394690281780073260040020002015201620172018*201920202021202221Description:In2022,digitaladvertisingspendinginDenmarkstoodat983millioneuros,upfrom902millionayearearlier.Thisconstitutesanincreaseof8.4percentyearonyear.

ReadmoreNote(s):Belgium;2015to2022Source(s):IABEuropeDistributionofdigitaladvertisingspendinginBelgiumin2022,byformatDigitaladspendinBelgium2022,byformatOther10%Social27%Video21%Display24%Search18%22Description:In2022,socialmediaadvertisingwasthemostinvested-indigitaladformatinBelgium,attracting26percentofthetotaldigitaladspend.Displayandsearchfollowed,with24percentand18percent,respectively.

ReadmoreNote(s):BelgiumSource(s):UBABelgium;UnitedMediaAgenciesMostcommonsourcesofnewbrand,product,andservicediscoveryamonginternetusersinBelgiumasof3rdquarter2022MainchannelsofnewbranddiscoveryBelgiumQ32022Shareofrespondents0%5%10%15%20%25%30%35%SearchenginesWord-of-mouthrecommendationsfromfriendsorfamilyAdsonTV37.3%31.8%30.6%Companyemails,lettersormailshotsBrandorproductwebsitesAdsontheradio22%20.4%20.1%19.4%ProductsamplesortrialsAdsonsocialmediaOnlineretailwebsites18%18%Adsonwebsites16.9%AdsinmagazinesornewspapersProductcomparisonwebsitesConsumerreviewsites16.8%16.6%16.1%ProductbrochuresorcataloguesIn-storedisplaysorpromotions16%15.7%23Description:Accordingtotheglobalsurveyconductedinthethirdquarterof2022,approximately37percentofinternetusersinBelgiumreporteddiscoveringnewbrandsviasearchengines.Around32percentoftherespondentscameuponnewbrandsthroughword-of-mouthrecommendationsfromfriendsorfamily.Meanwhile,30percentoftheusersfoundnewbrands,products,andservicesviaadsonTV.

ReadmoreNote(s):Belgium;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialNon-digitaladvertisingtouchpointsinBelgiumasofMarch2023Non-digitaladvertisingtouchpointsinBelgium2023Shareofrespondents0%10%20%30%40%50%51%OnTVOntheradio35%34%32%DirectlyinthestoreOnbillboards,screens,andotheradvertisingspacesonthego(includinginpublictransportation)Bymailshot/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinema26%20%18%16%InprinteddailynewspapersOther2%Don'tknow11%9%Ihaven'tcomeacrossanynon-digitaladvertisements24Description:"OnTV"and"Ontheradio"arethetoptwoanswersamongBelgianconsumersinoursurveyonthesubjectof"Non-digitaladvertisingtouchpoints".ReadmoreNote(s):Belgium;JanuarytoMarch2023;2097respondents;18-64yearsSource(s):ConsumerInsightsDigitaladvertisingtouchpointsinBelgiumasofMarch2023DigitaladvertisingtouchpointsinBelgium2023Shareofrespondents0%5%10%15%20%25%30%35%40%Videoportals(e.g.,YouTube)Searchengines37%34%Socialmediawebsitesandapps33%Onlinestores25%WebsitesandappsofbrandsandproductsVideogames(smartphone/tablet/console/PC/SmartTV)Editorialwebsitesandapps(e.g.,newssitesandmagazines)Video-streamingservices(e.g.,Netflix,AmazonPrime)NewslettersOtherapps(smartphone/tablet/console/PC/SmartTV)Musicportalsandstreamingservices(e.g.,Spotify)Blogs/forums23%20%17%16%15%14%13%7%7%Podcasts25Description:"Videoportals(e.g.,YouTube)"and"Searchengines"arethetoptwoanswersamongBelgianconsumersinoursurveyonthesubjectof"Digitaladvertisingtouchpoints".ReadmoreNote(s):Belgium;JanuarytoMarch2023;2097respondents;18-64yearsSource(s):ConsumerInsightsCHAPTER

04LuxembourgGrossadvertisingspendinginLuxembourgfrom2018to2022(inmillioneuros)AdspendinLuxembourg2018-2022180158.3916014012010080147.47130.23125.92123.5960402002018201920202021202227Description:In2022,advertisingspendinginLuxembourgamountedtomorearound130millioneuros.Newspaperswerethemostinvested-inmedium,attractingapproximately45millioneuros.Out-of-homeadvertisingrankedthird,with17million.

ReadmoreNote(s):Luxembourg;2018to2022Source(s):adada;ConfédérationLuxembourgeoiseduCommerce(EspacePub);NielsenGrossadvertisingspendinginLuxembourgin2022,bymedium(inmillioneuros)AdspendinLuxembourg2022,bymedium5045.884540353025201510524.717.8516.2212.56TV5.234.912.840DailynewspapersRadioInternetOut-of-home(OOH)WeeklynewspapersMagazinesCinema28/statistics/1244898/ad-spend-medium-luxembourgIn2022,newspaperswerethemostinvested-inmediuminLuxembourg,attractingapproximately46millioneuros,followedbytheradiowith24.7millionandtheinternetwith16million.Intotal,adspendinLuxembourgstoodat130millioneuros.ReadmoreNote(s):Luxembourg;2022Source(s):adada;ConfédérationLuxembourgeoiseduCommerce(EspacePub);NielsenLeadingsectorsinLuxembourgin2022,byadspend(inbillioneuros)LargestsectorsinLuxembourg2022,byadspendSpendinginbillioneuros051015202530Services(non-financial)Culture,tourism,leisure,sportsDistribution25.7224.217.43Transport14.0313.78Home,garden&officeequipmentFinancialservices13.15TelecommunicationsClothing&accessoriesBeverages6.695.223.75Energy,fuel,andresourcesFood2.861.430.840.310.77Health,beauty,hygiene,personalcareAgricultureandmanufacturingOther29Description:In2022,non-financialserviceswerethesectorwiththehighestadvertisingspendinginLuxembourg,havinginvestednearly26millioneurosinadsthatyear.Intotal,adspendinLuxembourgstoodat130.2millioneurosthatyear.

ReadmoreNote(s):Luxembourg;2022Source(s):adada;ConfédérationLuxembourgeoiseduCommerce(EspacePub);NielsenInternetadvertisingspendinginLuxembourgfrom2018to2022(inmillioneuros)InternetadspendinLuxembourg2018-202220181617.3416.3316.2214.4141210813.1664202018201920202021202230Description:In2022,internetadvertisingspendin