Digital advertising accounted for 41.9% of advertising investments in Belgian media in 2024, an increase of 4.7 percentage points compared to 2023.
It is the first time digital advertising has surpassed the 40% mark, according to figures from sector federations United Media Agencies (UMA) and United Brands Association (UBA), released on Wednesday by De Tijd.
This growth is primarily attributed to an increase in market share in search engine results (9.3%), social media (10.9%), and online video (10.2%).
Online display advertising, which includes traditional ads on websites or apps, saw its share decrease from 7.5% to 6.2%. On the other hand, the category of other digital media, such as ads on Spotify and podcasts, rose from 3.3% to 3.9%.
In traditional media, the market share of linear television fell below 30%. Print advertising also saw a decrease, from 4.4% to 3.6%. Radio advertising showed an opposite trend, increasing from 14% to 14.3% over the year.
According to UMA and UBA data, Belgian media are effectively resisting the market trend of focusing on digital and international platforms.
Local media captured 38% of digital advertising budgets and 74.1% of overall advertising budgets.
