Leading B2B online ad platforms in the Netherlands 2017-2019

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.

Share of B2B marketers advertising online in the Netherlands from 2017 to 2019, by online platform*

201720182019
Google AdWords46%59%56%
LinkedIn ads41%51%56%
Facebook ads26%27%25%
Display Advertising via DMPs10%10%14%
Native ads0%1%12%
Twitter ads2%2%3%
Bing ads0%1%2%
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Source

Release date

November 2018

Region

Netherlands

Survey time period

2018

Number of respondents

200 respondents

Special properties

B2B marketers in the Netherlands; the source does not specify the date of the survey nor does it specify the type of survey

Supplementary notes

The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.

The figures have been taken from several publications.

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Statistics on "Social media advertising in the Netherlands"

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