Outdoor advertising revenue across the Netherlands rose 20 percent in the first half of the year, driven largely by a rapid shift toward digital displays.
Data from the industry association shows total spending reached 171 million euros during the six-month period.
Digital out-of-home screens now account for 60 percent of that overall revenue, up from half of the market just three years ago.
Storefronts and automation drive growth
The rise of digital advertising was particularly visible in retail locations and automated programmatic buying, which both saw sales surge by 35 percent.
Major retail chains such as HEMA and Kruidvat have increasingly installed digital screens in shop windows and entrance halls.
More than 7,500 retail screens across the country are now included in the official market calculations.
Advertisers are increasingly drawn to these screens because they allow for targeted buying, real-time flexibility, and integration with broader social media or video campaigns.
Traditional paper posters hold steady
Despite the dominance of digital screens, revenue for traditional paper posters also grew by 9 percent, reaching 68 million euros.
Because the physical number of paper poster sites remained essentially flat, media owners managed to generate higher average returns per panel.
Meanwhile, the total number of digital poster sites expanded by 9 percent over the past year as operators continue upgrading physical infrastructure.
New technology in public transit
The growth comes as media companies roll out simpler buying tools for high-density public spaces like metro networks.
A recent joint pilot program aims to streamline how local businesses buy automated screen time across public transport hubs, including the metro network run by GVB in Amsterdam.
Advertisers can also use interactive map planners to target specific screen locations across Dutch cities before launching campaigns.
