The Netherlands’ marketing industry has been among the fastest in Europe in adapting to digital innovations. The country stands head and shoulders above its Benelux neighbours, Belgium and Luxembourg. As more consumers turn to digital channels for news and entertainment, Dutch companies are increasingly shifting their advertising budgets online. In 2022, digital advertising expenditure in the Netherlands hit 3.59 billion euros. Yes, creativity remains front and centre in Dutch advertising, as seen through campaigns like the TOTO commercial that controversially won the 2022 Loden Leeuw award, but the shift to digital formats is defining the future of the industry. Dutch companies are prioritising targeted, data-driven campaigns that resonate with audiences that are digital-native. Display advertising captured the highest share of digital ad spend, with paid search following. As brands navigate a world where consumer habits are online-first, digital channels are expected to continue their upward trajectory, fueled by demand for accessible, interactive, and personalised content. Still, the marketing industry in the Netherlands has yet to turn its back to traditional advertising mediums entirely. Television advertising remains resilient, attracting nearly 4.3 billion euros in 2022, which places it as the top traditional advertising format in the Netherlands. Many brands continue to view television as an effective tool for building broad reach and brand awareness. Additionally, after pandemic-era declines, print media appears to be stabilising, with newspaper ad spending rebounding to 558 million euros in 2022, close to pre-pandemic levels. Even cinema advertising, which experienced one of the hardest pandemic-related hits, has shown growth, jumping to 58% to reach 27 million euros in 2022. As the Netherlands continues to lead Europe in digital innovation, the advertising industry is also looking at creative ways to integrate both digital and traditional media, maximising reach across demographics.